B2B buyers are even more determined now to make sure that what leaves their wallets actually gives them a proven return.

The key to winning over these buyers, especially when they’re worried about their budget, is to give them confidence that you, as a business, can support them and provide value not just today but long into the future.

We’re going to show you the essentials you need now to signal stability, empathy, and, more importantly, quality to prospective customers.

Winning trust with your numbers

Testimonials and reviews are a form of social proof that shows potential buyers what to expect based on others’ experiences. But there’s something else that can tick that box for customers, letting them know you’re a safe option: data.

Instead of saying “trust us,” you’re using your company’s stats to tell skeptical buyers, “Hey, here’s undeniable evidence of the value we deliver.” Hard numbers provide proof that you’re capable of producing results.

But how do you make sure people understand what they’re looking at? By using illustrations and graphics to explain what you offer.

Translating data into graphics
How you present your data depends on what you want to show and where it will appear. For example, websites are perfect for displaying simple stats like “$38,000 in team hours saved” or “Over 30 pages of testimonials” as stacked text or anchor links to distinguish them from other elements. Using design treatments like this gives site visitors a way to quickly skim important information without having to stop and digest a ton of content.

For internal website pages and medium- to large-sized print pieces, you have more wiggle room to create detailed visualizations.

But remember: detailed doesn’t mean cluttered.

The information still has to be presented so it’s easy to understand, which means using distinctive colors to separate statistics in graphs and charts. You can also use imagery, such as icons, to highlight specific details, like titles, places, etc.

Adding this level of visual interest to your data helps take the mystery out of it, which is what thoughtful buyers want. By “designing” your data, you’re removing obstacles that get in the way of them saying “yes.”

Designing for additional decision-makers

Chances are, you aren’t just selling to one person, especially in B2B. In fact, there are usually a few other layers of people you have to appeal to, like a skeptical CFO or a nervous CEO, who need to give their stamp of approval. Each of them has their own priorities and considerations when deciding what to spend and who to partner with.

Some of these decision-makers want to see high-level overviews before getting into the nitty-gritty about your company. Others want to go straight to the details without the soft introduction.

Your sales pitch will need to strike a balance between answering people’s questions, delivering the most relevant information, and, more importantly, respecting each decision-maker’s time.

Building your company’s communication kit
We recommend having ready-to-present assets on hand that you can quickly share with those in the decision-making chain. They should include a branded mix of digital and print documents like presentation decks, ROI calendars, and one-sheeters people can easily flip through and disseminate internally.

Avoid overloading your audience

When you give people too much information, their ability to process it drops. This is known as “cognitive load,” and if you’re not careful, it can tank your marketing’s effectiveness.

What does this look like?

Text-heavy websites, for example, force people to read long copy without any breaks, which tires the eyes and the mind. Overly done, cluttered designs with competing elements on the page also make it difficult for the person on the other side to focus on the message you want them to see.

And that’s the most important part. The more obstacles put in the path of your prospective buyers, the likelier they are to ignore what you have to say.

Take the load off your audience
Make it easy for the eye to drift across the page or screen. To do this, we recommend keeping things simple with your design.

Your creative should use clean layouts with a clear information hierarchy with plenty of white space. This gives your headlines, subheads, and other vital information room to breathe.

And what will help this text and imagery stand out further? Contrasting colors and sizes.

When used together, you’re giving the reader less to do. They don’t have to waste energy sifting through complicated designs to get to the good stuff because you’ve created a straightforward path to understand what they should take away from your message.

Pitch-perfect design

Buyers want stability, assurance, and to know that even when times are tough, your business is still there to support them. It’s especially during these rough patches that conversations with customers have to be empathetic and reflect their current situation.

Your emails, presentations, and other marketing pieces have to answer B2B buyers’ questions and take the risk out of any decision they make with their budget. Each time they engage with your marketing, it should make them comfortable and confident in choosing your business.

And when you consolidate complex data into digestible, easy-to-follow visuals, you can effectively communicate with buyers that you are the safe option.