People buy from people they know and trust. But sometimes they don’t know any of the vendors who respond to the RFP (which does happen, more in some markets than others) or they’ve had bad experiences with the vendors they do know.
Trust is a complicated thing. You don’t achieve trustworthiness by claiming it (as in stating that you are a “trusted supplier” or anything similar). You don’t achieve trustworthiness by sincerely feeling that you are trustworthy, or through commitment or intent. In a seller/customer relationship, trust must be earned. Here are some ways to earn a customer’s trust that you can build your win strategies around:
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