A salesperson has to determine what

A salesperson has to determine what trust means to each of his or her buyers, as shown in Figure 2.1 If it is confidentiality, then the salesperson must demonstrate how his or her company handles sensitive information. If credibility is the concern, then the salesperson must demonstrate over time that all promises will be kept. Therefore, trust is whatever it means to the buyer, and it is the salesperson”s job through questioning to determine what trust attributes are critical to relationship building for a specific buyer.