At one time, I sold meeting space and hotel rooms to large convention planners. I had great competitive advantage because I represented the Marriott brand. When a prospect learned I was with Marriott, I had instant credibility, trust and competitive advantage. I never had to convince my buyer that we could deliver on what was promised.
Today, many companies lack clear brand recognition. Sellers have no credibility to asks a buyer to "trust them," until it is earned. Promises without proof are just words. It is your actions, intent, history and experience that draw that conclusion.
This article shares challenges sellers faced when competing against IBM, who, at one time, was the gold standard of the technology industry. As you read this article, think about the job titles in the organizations you call on who are willing to take ownership for doing the right thing for the company. While risk is a major buying concern on any purchase, it can be overcome with value. If a customer has a problem, they believe you have a solution, then they must assess the risk of buying from you, another competitor, or do nothing. Focusing on the business case you can help address, how you have done it with other companies, and a solid implementation plan can overcome risk.