Trust: the growth engine of B2B customer relationships
Dr Mark Hollyoake Joins the panel at the Institute of Sales Professionals
Trust seems to be the buzzword of the moment in Business to Business, the new elixir that clinches contracts, opens doors and pushes up profits. We are led to believe, it can be created, adapted and turned on and off like a tap! With the majority of the theories and practices advocated often anecdotal. This session aims to add rigour to the investigation.
While overlaps and similarities exist in the way B2C and B2B operate, there are also significant differences; in B2B the issue of trust is less straightforward, its applications are often more nuanced and have greater impact on client relationships.
Few studies have been made into the dynamic nature of trust within B2B relationships, or the interrelatedness of trust:
- How is it created?
- What are the benefits that flow from this relationship (mutual value)?
The participants will have access to the latest thinking on trust within a B2B customer relationship context, drawing on leading academic research, directly from doctoral research undertaken by Mark as he answered this central question while gaining his Doctorate from the University of Southampton in 2020.
Date: Wednesday 12th October, 2022
Time: 09:00 UK Time
Follow Dr Mark’s Twitter feed for updates on building trust in B2B and other insights.
- Why is it important to have a Sales & Account Management Framework? - November 14, 2022
- Institute of Sales Professionals Webinar – Dr Mark Hollyoake Talks about Trust - October 7, 2022
- Institute of Sales Professionals KAM Club Launch – Dr Mark Hollyoake joins the panel - August 17, 2022