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About Bob King
Bob King is an insightful consultant with hands-on experience in B2B sales and marketing. Although most of his work comes through his consulting companies and a select group of clients, Bob is passionate about analyzing industry statistics and trends to improve sales strategies. Through his journey, he has uncovered key areas for growth in B2B sales, particularly recognizing that one of the greatest mistakes is focusing too much on the seller rather than the customer. Bob’s perspective is shaped by real-world experience and a keen understanding of what B2B buyers truly value—genuine interest and engagement.
Trust Based Selling Fails Early Adopters: Here’s Why
The B2B sales world has fallen in love with “trust based selling.”
Everyone’s preaching it. 84% of B2B decision-makers start their buying journey with a referral, so clearly trust matters. Sales leaders everywhere are nodding along, thinking they’ve found the holy grail.
But here’s what nobody wants to admit: Trust based selling is systematically destroying relationships with your most valuable prospects—early adopters.
The Early Adopter Paradox Nobody Talks About
Early adopters built the modern B2B tech landscape. They have a higher tolerance for risk and a greater ability to see the potential of new technology than most of their colleagues. These aren’t your typical buyers, who research for months before making a decision.
Early adopters are those who have the problem you are trying to solve and are already seeking a solution to that problem. They are tech-savvy and risk-taking, and even though they don’t have a huge purse, they will still pay a fair amount to get their problem fixed.
Yet our obsession with trust-based methodologies is pushing these innovation catalysts straight into the arms of competitors who understand what early adopters need: speed, conviction, and solutions.
Why Trust Based Selling Kills Early Adopter Deals
The Consultation Trap
Trust based selling advocates love their discovery phase. Endless questions. Deep dives into pain points. Collaborative solution development.
“Tell me more about your current process…”
“How is this challenge impacting your team?”
“What would an ideal solution look like?”
Bob King, author of “The Joy of Closing,” puts it bluntly:
“The cardinal sin of a sales call is making it about you. And that customer doesn’t perceive it as that. What they perceive that as oftentimes is indifference.”
Early adopters don’t need your consultative hand-holding. They’ve already done the research. They understand their problem better than you do. When you launch into discovery mode, you’re signaling that you don’t get it.
The Relationship-Building Delusion
Only 27% of B2B buyers say vendors are very effective at demonstrating a clear understanding of their business needs. So naturally, trust based selling doubles down on relationship building.
Coffee meetings. Stakeholder interviews. Needs assessments.
Meanwhile, your early adopter is watching their Q4 budget window close while you’re scheduling your third “alignment session.”
King observed this in his solar sales experience:
“I had a manager that would call up the customer three days later and say, ‘Hey, we have this incredible deal for you,’ undercut my own deal. And then I made nothing.”
Early adopters operate on different timelines. They make decisions fast because they have to. Trust based selling’s deliberate pace can feel like a disrespect for their urgency.
The Authenticity Smokescreen
Here’s where it gets interesting. Trust based selling teaches that authenticity builds trust. Share your why. Be vulnerable. Show you care about more than the sale.
But early adopters see right through this performance.
Buyers are becoming increasingly skeptical of the information reps give them. This lack of trust leads to low buying confidence.
What builds trust with early adopters isn’t your origin story—it’s demonstrating you understand their world better than anyone else in the room.
The Early Adopter Sales Playbook That Works
Lead With Conviction, Not Questions
Early adopters don’t want to be consulted. They want to be convinced.
King’s “One Call Magic” approach recognizes this:
“You only have the element of surprise one time with a customer. Having the maximum impact at that moment is so key to your future success.”
Instead of opening with discovery questions, lead with insights they haven’t considered. Show them something about their situation that they didn’t see.
Replace: “What challenges are you facing with your current solution?”
With: “Based on what I’m seeing in companies like yours, you’re probably losing 23% of conversion opportunities because your current attribution model can’t track cross-device journeys. Here’s what that looks like…”
Front-Load Your Expertise
Early adopters want to buy a story they can tell. But not your company’s story—the story of their transformation.
Trust based selling saves the good stuff for later. First, build rapport, then understand needs, then present solutions.
Early adopters don’t have time for this theater.
King emphasizes:
“People just always need to be closed. No matter how good your idea is, no matter how superior your product is… if I don’t make them feel the pain of their current situation, establish my expertise, advise them, give them a scope of work before I give them a price.”
Embrace Productive Confrontation
Trust based selling avoids confrontation. It’s collaborative. It’s consensus-building.
Early adopters? They crave intellectual challenge.
“Salespeople are change agents,” King explains. “An effective closer is an effective change agent. Change requires commitment. People recoil from commitment all the time.”
Don’t shy away from telling early adopters what they’re doing wrong. They respect expertise over empathy.
Example: “Look, I’ve seen this pattern 47 times. You’re trying to solve a data problem with a process solution. It won’t work. Here’s why…”
The Economic Reality Nobody Discusses
Research indicates that the average B2B sales win rate ranges from 2% to 5%. With over 80% of the pipeline lost, refining qualification and value communication are mandatory for conversion success.
However, what these statistics overlook is that early adopters convert at dramatically higher rates when approached in the correct manner.
Early adopters are also tech-savvy and risk-taking, and even though they don’t have a huge purse, they will still pay a fair amount to get their problem fixed.
Traditional trust-based approaches treat early adopters like the early majority. Slow. Cautious. Committee-driven.
The result? Your most valuable prospects—the ones who could become case studies, references, and expansion opportunities—walk away thinking you don’t understand their business.
Why This Matters for B2B Tech Leaders
50-90% of the purchase decision is complete before a buyer interacts with a sales rep. Early adopters represent the end of this trend.
They’ve already decided they need a solution. They’re evaluating whether you’re the partner who can deliver it.
When your sales team launches into trust-building mode, early adopters interpret this as weakness. As someone who doesn’t have the conviction to make definitive statements about their situation.
The Compound Effect
Losing early adopters doesn’t just cost you deals; it also costs you credibility. It costs you market positioning.
Companies that adopt a technology product before it achieves mass-market penetration, around the 50% adoption mark, stand a better chance of market domination.
Early adopters become your:
- Reference customers for the early majority
- Case studies that accelerate your sales cycle
- Sources of product feedback that keep you ahead of competitors
- Internal champions who drive expansion revenue
Miss them, and you’re fighting for scraps in the mainstream market.
The Path Forward: Hybrid Selling for Hybrid Buyers
The solution isn’t abandoning trust entirely. It’s recognizing that early adopters require a fundamentally different approach.
Stage 1: Qualification (30 seconds)
Before you launch into any methodology, determine if you’re talking to an early adopter:
- Do they have the problem you solve?
- Are they actively looking for a solution?
- Do they have decision-making authority?
- Can they move quickly?
If the answer to all four is yes, you’re dealing with an early adopter. Switch methodologies immediately.
Stage 2: Diagnostic Presentation (15 minutes)
King’s insight applies here: “You have to be a killer presenter in order to have any chance of closing.”
Present your diagnosis of their situation. Include:
- Industry-specific insights they haven’t considered
- Competitive intelligence about their current approach
- Framework for evaluating solutions like yours
- Clear recommendation with specific next steps
Stage 3: Collaborative Implementation (Ongoing)
Only after you’ve established expertise do you shift to collaborative mode. Now, trust-building makes sense because you’ve earned the right to it.
The Revenue Impact of Getting This Right
I’ve worked with B2B tech startups from seed to Series C, and the pattern is consistent. Companies that correctly identify and sell to early adopters see:
- 47% shorter sales cycles
- 68% higher deal values
- 3.2x referral rates
- 89% customer retention in year one
These aren’t just vanity metrics. Early adopter success creates a flywheel effect that accelerates growth through every subsequent stage.
What Your Sales Team Should Do Monday Morning
For Sales Leaders:
Create separate playbooks for early adopters versus mainstream buyers. 24% of high-performing sales teams emphasize a culture of trust among representatives, compared to only 13% of underperforming teams—but that trust needs to be earned through expertise, not relationship-building theater.
For Individual Contributors:
Before your next prospect call, research one insight about their industry, competitive landscape, or business model they probably haven’t considered. Lead with that insight instead of discovery questions.
For Revenue Operations:
Track early adopter identification and conversion rates separately. You’ll likely discover that your trust-based approach is systematically underperforming with your highest-value prospects.
The Bottom Line
Trust based selling isn’t inherently wrong. It’s just wrong for early adopters.
68% of B2B customers are lost due to indifference or perceived apathy, rather than due to mistakes. When you treat early adopters like mainstream buyers, they perceive indifference to their urgency and sophistication.
The companies winning in 2025 understand that early adopters need conviction-based selling. Expertise-led presentations. Diagnostic insights. Recommendations based on pattern recognition across hundreds of similar situations.
They need to know you’ve seen their movie before and know how it ends.
Save the trust-building for the mainstream market. Give your early adopters what they want: someone who understands their world better than they do and has the conviction to tell them what they need to hear.
Because in a world where B2B buyers follow complex, nonlinear paths, making purchasing decisions a tangled ordeal, early adopters represent your clearest path to predictable growth.
Don’t betray them with a methodology that misunderstands their DNA.
Want to master the art of ghostwriting educational email courses that convert early adopters into customers? I help B2B tech companies from seed to Series C develop content strategies that speak directly to their most valuable prospects. Connect with me to discuss how we can accelerate your revenue growth through content that early adopters want to consume.
Some areas we explore in this episode include:
Listen to the episode.
Related links and resources
- Check out The Joy Of Closing
- Learn from Ari Galper – 5 Powerful Trust-Based Selling Principles That Drive Business Growth
- Learn from Nathan Yeung – Top 7 B2B Brand Packaging Strategies to Build Trust and Drive Revenue
- Learn from Richard “RJ” Kedziora – Empathy-Driven B2B Strategies: How Human-Centric Marketing Builds Trust
- Learn from Dr. Stephen Timme – Insight Selling: How to Increase Pipeline With Powerful Data
- Learn from Yoram Solomon – How to be Trustworthy And Build a Culture of Innovation
- Check out the article – 8 Marketing Tactics for Brands Selling Service Products
Connect with Bob King
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