Not All Strategic Accounts Are Built on Trust

I've led over 50 enterprise deals that looked promising until they quietly collapsed.

Not because of pricing. Not because of product.

Because I misunderstood how the buyer trusted us.

Some wanted frictionless execution.

Others needed proof we'd survived what they feared.

A few were looking for a partner to help them think.

Same logo tier. Same deal size. Completely different trust dynamics.

Most teams segment by industry and size.

That gets you in the room, not the win.

Traditional segmentation helps you speak their language.

Trust segmentation shows you how to sell.

After enough scar tissue, late-stage losses, and quiet ghostings, I started seeing a pattern. And, this framework emerged:

The Three Trust Postures

1. Operational Trust. "Just make it work."

• •Typical Buyer: Plant manager, procurement lead, IT admin
• •What They Want: Predictability, low effort, minimal back-and-forth
• •How to Win: Emphasize reliability, fit, and error-proof execution
• •Failure Mode: You offer strategy or customization. They ghost you.
• •Red Flag: They say "no issues" but stop replying after one disruption

2. Provisional Trust. "Prove you're not like the last one."

• •Typical Buyer: Burned exec, mid-market CFO, skeptical IT leader
• •What They Want: Risk reduction, relevant scars, early warning signals
• •How to Win: Lead with failure stories, pre-mortem their rollout, name the landmines
• •Failure Mode: You lead with vision. They think you don't understand the risk.
• •Red Flag: They ask smart questions, nod politely, then disappear before the second call

3. Strategic Trust. "Help me think."

• •Typical Buyer: Business unit lead, GTM exec, transformation sponsor
• •What They Want: Partnership, judgment, decision pressure relief
• •How to Win: Be there before the RFP. Co-author the narrative.
• •Failure Mode: You treat them like a buyer instead of a peer
• •Red Flag: You're invited to evals but not strategy sessions

Trust Isn't a Personality Type. It's a Posture.

One VP might be strategic on one initiative and provisional on another.

Trust posture shifts in response to risk, visibility, and past failures.

So ask:

Not who they are...

But where their trust is coming from, and what they're afraid to get wrong.

Once you spot the posture, here's how to respond:

1. Tag each deal with a trust posture

Use O, P, or S. Instant clarity for reps, presales, and post-sale teams.

2. Coach differently by posture

A provisional buyer doesn't need another ROI slide.

They need to believe this time is different.

3. Align comp and rituals to the posture

Reward reps who shape decisions, not just schedule meetings.

Quick Diagnostic

• •"Great catching up today." → You're maintaining access
• •"I've been thinking about what you said…" → You're shaping decisions

One keeps you talking.

The other gets you chosen.

Trust isn't built in the deal. It earns you the next one.

Which trust posture describes your toughest current deal?