When someone decides to buy from you, it’s because they have come to trust and respect your ability to solve their problem and fill their needs. They see you as a knowledgeable leader and reliable resource. What do we mean by trust? The dictionary defines trust as the assured reliance on the character, ability, strength, or truth of someone or something. Here are five core attributes: 1) Technical competence and know-how, 2) A reputation for ethical conduct and character, 3) Comfort that you will handle sensitive information with the utmost respect and confidentiality, 4) Transparency and openness in your business relationship, and 5) Being a “person of your word” and holding yourself accountable in all actions.