Only 45% of buyers describe the sellers they meet as trustworthy

Only 45% of B2B buyers describe the sellers they meet as trustworthy. That’s the finding from The Trust Advantage, a LinkedIn Sales Navigator report. This was based on Ipsos research, involving more than 900 buyers across seven markets.

The same research also found that 94% use AI throughout the purchasing process. While buying is becoming more streamlined, seller credibility isn’t keeping pace.

AI can help buyers compare options, review claims, and meet their sellers better prepared. However, it can’t make a vague proposition more credible. Nor can it turn generic outreach into evidence that a firm understands the buyer’s world.

For expert-led firms, that should change the premise behind outbound: from simply securing attention, to making a valuable contribution. Useful communication identifies a commercial problem, offers a point of view, and gives the buyer something to engage with.

You don’t need more automation to build trust. You need clearer proof, a sharper point of view, and a message that earns the next conversation.

If this changes how you assess outbound performance, pass it to the person who owns the metric.