Selling B2B services

I thought all B2B marketing was more-or-less the same. This article from MarketingVox helped me clarify why I find selling 'services' was so hard--because I am a 'products' marketer: Differences in B2B vs B2C Sales Strategy: "Whereas a product site will sell the product directly, a B2B service site must establish trust and credibility to encourage contact by the potential client."

That sounds really hard to do! Especially on a website.