Don’t get cynical about a core business idea, says B2B payments expert Martha Salinas—this mindset can drive massive growth.
‘Building trust’ is a phrase often used in B2B settings—sometimes so frequently that it can feel vague or sound like another buzzword. But in a landscape where products and services are increasingly commoditised, trust is one of the few enduring sources of competitive advantage. It underpins collaboration, reduces friction, accelerates decision-making, and fosters loyalty in ways no marketing slogan or sales pitch ever could. So while the phrase may be worn, the principle is more relevant than ever.
Trusted companies drive results. Deloitte reports they can outperform their peers by up to 400%, with 88% of customers more likely to repurchase from a brand they trust. PwC found that 93% of business leaders believe the ability to build and sustain trust has a direct impact on the bottom line. And according to Forrester’s 2024 Business Trust Survey, B2B buyers who trust a company are nearly twice as likely to recommend that company externally, or to pay a premium to work with that company.
It’s not only about making the initial sale, it’s about fostering a relationship that encourages repeat business over time. According to research from SAMA (the Strategic Account Management Association), suppliers who achieve ‘trusted advisor’ status with their clients see significantly higher returns.
In practical terms, every new client or program typically begins at a basic vendor level. But by consistently delivering value and showing adaptability, suppliers can evolve into true strategic partners—co-creating tailored, high-impact solutions that meet the customer’s specific needs.
This process directly increases the share of wallet your clients allocate to you. Our own research at TreviPay shows revenue per B2B customer grows steadily over time. In fact, if a buyer remains with you for seven years, you’ll typically reach an inflection point where revenue jumps by 150%, and that growth can soar to an impressive 240% after 10 years.
Building trust over time— it starts with good experience
We recently conducted research with 300 organisations across the US and UK with annual revenues over $100 million. The goal was to identify what drives supplier loyalty and where pain points persist in procurement and payment processes. How do suppliers in that area get to that all-important trusted advisor status?
One key takeaway—buyers favour suppliers that reliably meet operational needs and offer a seamless experience. Trust in a supplier’s ability to deliver consistently was identified as essential. While loyalty still plays a role in long-term relationships, it’s no longer guaranteed; it must be continually earned through a strong reputation, dependable service, and a frictionless onboarding and transaction process.
Buyers commonly consider switching suppliers due to procurement inefficiencies, inadequate support, and prolonged onboarding processes. In an environment where B2B customer loyalty is increasingly fragile, this feedback can’t be ignored. To retain buyer preference and reduce churn, suppliers must actively remove friction from the customer journey by streamlining onboarding, simplifying payment processes, and delivering consistent, responsive support.
The research also found that UK buyers tend to exhibit stronger supplier loyalty than their American counterparts. However, across both markets, a clear pattern emerged: the strength of the buyer-supplier relationship is closely tied to loyalty. Businesses that report strong supplier relationships are significantly less likely to consider switching. In fact, 48% of respondents in such relationships said they were not at all likely or only slightly likely to change suppliers.
First impressions matter. Factors like a supplier’s reputation and the ease of onboarding play a foundational role in building loyalty. But let’s be clear, a strong start isn’t enough. Maintaining consistency throughout the entire purchasing journey is essential for sustaining loyalty over the long term.
Jordan Cox, Principal Consultant at VML reiterated these concerns during a panel session at a recent TreviPay fintech salon in London, which explored the key trends shaping the future of B2B payments. A central theme of the discussion was the shifting landscape of B2B buyer loyalty, driven largely by a new, digitally native generation entering purchasing roles. According to these and other payment experts, today’s buyers, shaped by consumer experiences with platforms like Amazon, are naturally more selective and inherently less loyal.
Combined with inflationary pressures, this generational shift is accelerating cost-cutting priorities and prompting more frequent supplier changes, making it crucial for B2B sellers to quickly adapt with seamless, digital-first experiences. At the event, Jordan emphasised how economic pressures and evolving buyer expectations have made customer loyalty in B2B environments increasingly fragile, highlighting the growing volatility in what has historically been a stable business relationship.
A case in point—scaling an SMB e-commerce proposition via trust
A compelling example of putting all this into practice comes from our partnership with the European division of one of the world’s largest electronics firms. Their story centers on trust: not only in how it serves its SMB customers, but in how it selected the right partner to scale its strategy.
Over five years, we’ve partnered with its team overseeing 15 websites across eight EMEA markets, focusing on SMB customers through their ‘dot com’ channel. This segment represents 60–65% of the European revenue, making it a strategic priority.
To better serve these SMBs, the company introduced a flexible 30-day invoicing option—addressing a key cash flow need for small businesses. Embedding this capability across European B2B channels demanded significant operational change—and a partner they could trust.
Previously, e-commerce payments had been outsourced to a third party whose service levels fell short. Bringing the order-to-cash (O2C) process back in-house was a complex transition. “We knew we needed a partner we could rely on—trust was absolutely central to that decision,” the company shared.
Rebuilding internal capabilities meant re-establishing direct supplier relationships and regaining lost visibility into customer behaviour. “We had to reconstruct the data and customer insight we’d lost through outsourcing,” the team explained. “It was a steep climb, but a necessary one.”
Crucially, trust also shapes how SMB customers interact with the brand. “Our SMB clients want guidance,” the company noted. “They want to speak to someone and feel confident they’re choosing the right solution.” By streamlining the invoicing experience, account managers were freed up to focus on delivering real support, instead of dealing with back-end issues.
That support is anchored by a dedicated telesales team in Barcelona, responsible for closing 35% of SMB sales. This team of 50–60 professionals plays a vital role in preserving a human connection, even as the company looks to future automation and AI solutions.
The impact is clear: the payments platform now processes 17% of all SMB payments across Europe. This channel has scaled to $500 million, with a target of $1 billion. Financing-led sales have significantly increased average revenue per unit, reinforcing the powerful link between trust, customer experience, and business growth.
While trust is a word that risks being diluted through overuse, its role in business remains fundamental. When you make trust the foundation of long-term relationships, it builds loyalty while at the same time driving greater wallet share and long-term profitability.
The author Martha Salinas (pictured) is CCO at TreviPay, a B2B payments and invoicing network
