A Modern Guide to Converting B2B Leads Through Trust, Not Pressure

A toddler refusing to nap.

That one popcorn kernel that refuses to pop.

A cockroach during a nuclear blast.

If you’re wondering why on earth we’re listing all of these, keep reading: they’re all very, very resistant to pressure.

You know what else is famously resistant to pressure? B2B leads. Whether you’re building a new pipeline or nurturing a carefully curated list, today’s buyers are more informed and more independent than ever before – 75% prefer to gather information on products independently, and 35% review 7-10 sources before making a purchase decision – which is, to put it politely, not ideal if you want a quick sale.

Or it used to be less-than-ideal, but that’s no longer the case. The best way to convert the people on a B2B lead list today is to use influence, trust, and empathy instead of the hard sell approaches of years past. Today, we’re going to tell you all about how to position yourself as a guide and advisor, rather than a persuader: 

• Selling Starts with Unselling
• Be a Guide, Not a Pitch Machine
• Influence Without Pressure: The Illusion of Choice
• The Power of Communication: Influence Beyond Words
• Language Matters: Small Shifts, Big Impact
• Why B2B Leads Buy: Tap Into Core Motivations
• The Tool That Helps You Build Meaningful Relationships 

By the time you’ve finished reading, you’ll understand how to build meaningful relationships that lead to better outcomes. And we could all do with more of those – let’s get started.

Selling Starts with Unselling

Before you win over a new B2B lead, you’ve got to go back to basics. If they’re still hung up on their current solution or happy with the status quo, there’s no way you’re going to persuade them to make a change. 

Instead, you need to help them see the hidden cost of doing nothing. Sure, on the surface things stay the same – but why is that a bad thing? 

Here’s how to show them: 

• Ask discovery questions that surface pain points, like “Are there any recurring blockers that slow you or your team down?” or “What’s something you’re being measured on that feels hard to control?” 
• Use storytelling and case studies to illustrate the value of change 
• Let them vocalize the need, rather than telling them yourself

Once you think your B2B lead is open to a new solution, it’s time to position yourself as a guide. 

Be a Guide, Not a Pitch Machine

The image of a slimy sales pro lying through their teeth to get commission is a thing of the past. People expect people to be selling to them to be guides, not pushy sellers. This is especially the case in B2B, where deals are bigger and trust matters more. 

Focus on helping the lead discover their own reasons for change, rather than forcing your thoughts on them. To do this, you can: 

• Talk about their goals, challenges, and motivations – questions like “If you could wave a magic wand and fix one thing in your process, what would it be?” or “Who else really cares about the outcome of this project?” 
• Focusing on helping the lead discover their own reason for change – this could be to impress their boss, to cut down their workload, to try a new strategy…whatever it is, the more unique to them, the better

When you find your buyer’s unique reason, don’t steamroll into a pitch about how your product will solve every problem. Instead, build credibility by validating their experiences and offering insights of your own.

Influence Without Pressure: The Illusion of Choice

We’re sure you know by now not to exert pressure on your B2B lead – but that doesn’t mean you can’t subtly influence their decisions. 

If you give a buyer an open-ended option, they’re likely to get analysis paralysis: you know exactly how your product could best help them, but they probably can’t visualize it as well as you.  

On the other hand, give them a one-size-fits-all sales pitch, and they might try to rebel, so to speak, if it’s not exactly what they think they need. 

Instead, opt for something in between. A question like “Most teams do X or Y. Based on what you said, which feels more relevant?” gives the illusion of choice and control while still ultimately directing them to the right outcome. Plus, it presents you as an expert too.

The Power of Communication: Influence Beyond Words

Want to influence a B2B lead? How you speak matters far more than what you say. 

Show calm confidence, curiosity, and collaboration in every single interaction – any whiff of desperation, and your leads will likely bolt. You also want to avoid sounding like a robot – scripts are helpful as a starting point, but you want to tailor your tone to how you want them to feel. 

Which, we’ll take a wild guess, is less like they’re talking to a robot and more like they’re talking to a human who makes them feel reassured, confident, and excited. 

Language Matters: Small Shifts, Big Impact

Moving on from tone, and onto language: the subtlest changes in your wording can make you sound more like a human and less like a salesperson. Which is exactly what your B2B lead wants. 

Use phrases that invite partnership:

“If you’re like most teams we work with, you’ll…” instead of “Would you be open to…”. Or “Are we aligned so far?” instead of “Does that make sense?”. 

You also want to try and use words that signify progress: improve, adapt, flexible, simplify…in other words, anything that gives ✨positive vibes ✨ rather than anything difficult or stressful.

Why B2B Leads Buy: Tap Into Core Motivations

Repeat after us: B2B leads don’t buy features, they buy outcomes. 

You might think your new AI-powered feature is God’s gift to your industry (and you might be right!). But your lead is only going to care about what this feature does for them. 

Typical motivations for B2B leads include: 

• Saving time
• Saving or making money
• Reducing risk 
• Gaining recognition or status

Discover what matters most to each lead (using the questions above!) and use that insight to craft personalized outreach that actually resonates. Simple.

The Tool That Helps You Build Meaningful Relationships 

If you want to become a consultant, rather than a pushy sales pro, you need to have the right tools at hand to help you. And one of those tools is Surfe (hello there!). 

Here’s how Surfe helps you become the contact of your B2B lead’s wildest dreams: 

• People Search and Company Search let you target B2B leads by over 50 different filters, so you can find the people who actually need your help. 

• AI-powered intent signals tell you the perfect time to reach out, so you can be sure you’re getting in touch when leads really need to hear from you. 

• Waterfall enrichment technology finds you verified, accurate contact data in a jiffy – which means you’re not wasting anyone’s time asking for updated contact details or calling incorrect numbers. 

• CRM-LinkedIn integration personalize LinkedIn outreach without leaving the platform – it automatically copies everything over to your CRM, so you never risk annoying a lead with a double message, for example. 

• Lookalike recommendations: if you already have customers you know love your service, why not try to find similar businesses? Surfe does this for you with its handy Lookalikes tool.

With the above combination of technology and people skills, you’re going to be the most helpful sales professional known to man. Facts. 

Let’s Wrap It Up! 

Woah – looks like you can’t refer to your B2B leads as cockroaches anymore! 

Not that you were doing that anyway, of course…

The thing is, your leads just don’t seem that resistant to you nowadays – because you’re working towards being helpful, not taking their money. Guide your leads towards better decisions rather than push them, and sell to people who actually want to buy, and you can’t go too far wrong. 

As long as you’re building trust, offering insight, and letting them feel in control, you’re doing a good job. Well done you.

FAQs About Converting B2B Leads 

What’s The Best Way To Convert B2B Leads Without Being Pushy?

You need to ditch the pitch and embrace the guide mentality. B2B buyers today are research-savvy and allergic to pressure, so the hard sell simply won’t work. Focus on asking smart discovery questions that get them talking about blockers, goals, and hidden frustrations. Let them uncover the need for change on their own terms. Once they’re open to a new direction, share insights, offer tailored options, and keep the conversation collaborative. You’re not there to convince them – they should feel like you’re on their team, not an opposing one. 

Why Are B2B Leads So Hard To Convert These Days?

Because they’ve evolved – and your sales strategy needs to catch up. Modern B2B leads prefer to do their own research, consult multiple sources, and make decisions on their timeline, which means pushy tactics fall flat. Instead, they respond to trust, transparency, and relevance. When you tailor your approach to what they care about, show actual value, and give them the space to decide, they’re way more likely to convert. It’s sales, but thoughtful.

How Can I Build Trust With B2B Leads Early On?

Start by showing you’ve done your homework. Use tools (like Surfe – hi!) to personalize your outreach and hit on things that matter to them like specific goals or challenges. From there, lead with curiosity, not assumptions. Ask questions that spark real conversation and position yourself as someone who actually gets their world. Leave the scripts at home and sound like a human. And when you share information or advice, make sure it’s relevant and useful, not just a veiled sales pitch. Trust isn’t built overnight, but you can fast-track it with empathy, clarity, and a little finesse.

What Motivates B2B Leads To Say “Yes”?

Hint: it’s not your shiny new feature. B2B leads say “yes” when your solution clearly connects to a real outcome they care about. That could be saving time, saving money, reducing risk, or impressing the powers that be. Every lead has a unique “why” behind their decision – and it’s your job to figure out what it is. Ask open-ended questions to uncover their goals, KPIs, and internal pressures. Then tailor your message around that. Make the leap from “Here’s what our product does” to “Here’s what this means for you.” That’s where the magic happens.

How Can I Influence B2B Leads Without Applying Pressure?

It’s all about subtlety. Instead of telling them what to do, offer options that make them feel in control – while still guiding them to your preferred outcome. For example, give them a choice between two relevant paths: “Most teams either do X or Y – what feels right for you?” This gives the illusion of choice while steering the conversation. You can also influence through your tone: calm, confident, and curious wins the day. Basically, if you’re the kind of person they want to talk to, you won’t need to push – they’ll naturally lean in.