Why B2B Selling Needs a Transformation to ‘Trusted Advisor’

By very definition, salespeople sell. But here is the paradox: buyers do not like being sold to.

In fact, only 29% of buyers say they prefer to talk to a salesperson when making a purchase. Meanwhile, 62% would rather consult a search engine (HubSpot). That is a striking indictment of traditional sales, and the experience buyers are having with selling organizations.

WHY SALES IS NO LONGER ENOUGH

Selling professionals who rely on pitching products, pushing services or working from a script will continue to lose ground. Today’s B2B buyers do not need a tour guide through a product catalog. They can get that online. What they are looking for — and what they increasingly demand — is insight, strategic value and guidance they cannot find in a Google search.

Enter the trusted advisor. It is a common aspiration of most sellers but often misunderstood for what it truly entails.

A trusted advisor does not sell to the buyer; they work with them. They seek to understand the buyer’s world: their business model, pain points, goals and blind spots. They bring new perspectives and challenge assumptions. Most importantly, they provide value at every step, well before a contract is signed.

And here is the irony: trusted advisors actually sell more than traditional salespeople. Why? Because they earn something no technology or automation can replace — the buyer’s trust.

DEVELOPING TRUSTED ADVISORS ON YOUR SALES TEAM

If your sales team is still clinging to old-school tactics, it is time to evolve — or risk irrelevance. Here are several practical ways to begin cultivating trusted advisor behaviors in your organization:

Think buyer-first, not company-first. Every interaction should focus on the buyer’s context, not your quota or your product features.

Study your buyer’s world. Understand their industry dynamics, competitive pressures and internal challenges. Know more about their market segment and company than they would expect — ideally even more than they know themselves.

Listen with intent. Stop thinking about what you will say next. Start listening for what your buyer is not saying out loud.

Challenge constructively. Offer insights that reframe your buyer’s thinking or highlight risks they had not considered.

Speak in outcomes. Buyers do not care about what your product does. They care about what it will help them do.

Be radically transparent. Answer tough questions with honesty. That includes addressing pricing head-on and admitting where your solution may not be a fit.

Operate with authentic urgency. Do not push deals forward to hit a number — help buyers move forward to solve real problems.

These behaviors are not just “nice to have.” They are essential for earning the level of trust required to land complex, high value wins in today’s B2B marketplace.

WHY TRUST IS YOUR COMPETITIVE ADVANTAGE

In a market defined by complexity and constant change, trust is not just a soft skill — it is a strategic asset.

Buyers want a reliable partner who understands their business and can help navigate ambiguity. When a seller becomes that partner, it creates a win-win dynamic: buyers feel confident they are making informed decisions, and sellers build long-term, profitable relationships.

From your perspective as a business leader, this has a direct impact on performance. Trusted advisors:

Improve win rates. According to Salesforce, 88% of B2B buyers purchase only when they view the seller as a trusted advisor.
Drive retention and expansion. Trusted relationships lead to renewal, cross-sell and upsell opportunities.
Amplify brand reputation. Trusted advisors generate referrals and positive word-of-mouth, creating momentum beyond individual deals.

THE BOTTOM LINE

Technology may (and likely will) replace order-takers. But it will never replace a trusted advisor who brings clarity, confidence and counsel to the buying process.

If your team is not there yet, do not wait. The future of B2B selling does not belong to those who push products. It belongs to those who earn trust. Help your selling force foster trust with buyers with this indispensable Revenue Accelerator guide.