The importance of being trustworthy
The more your customer trusts you, the less risk your customer feels in dealing with you and the less time he/she feels is necessary to invest in understanding the product, service or program you are offering. From the customer's perspective, it's easier and less risky to deal with someone you trust than with someone you don't trust.
Source: Sales trainer/author Dave Kahle
And that can translate directly into dollars. I'm always willing to pay more for something if I can buy it with less risk. In other words, if I can buy it from a company or person I can trust. On the other hand, I'd rather not buy something at all if I have suspicious feelings about the vendor.
Life's too short, and businesses are too busy to deal with people they can't trust. The question, then, for you as a salesperson is this: Do your customers see you as trustworthy?