Trust reflects the extent of the buyer’s confidence that it can rely on the salesperson’s integrity. That being said, it is important to note that trust means different things to different people. According to John Newman, vice president of Integrated Supply Chains Segment at A. T. Kearney, trust is defined in many ways. Buyers define trust with such terms as openness, dependability, candor, honesty, confidentiality, security, reliability, fairness, and predictability, as well as other things. For example, in the Kearney study, one manufacturer related trust to credibility and said, “What trust boils down to in a nutshell, is credibility, and when you say you are going to do something, you do it, and the whole organization has to be behind that decision.” Another manufacturer related trust to confidentiality in that “that were afraid that the sales guys were going around and telling account B what account A is doing” and identified this as a violation of trust. Another company related trust to openness is that “ we have to share information that traditionally is not shared.” One president told how his engineers were sharing manufacturing secrets with their suppliers that would have cost the engineers their jobs if they had held the discussion prior to the past five years.