Building trust is one of the most important elements of a successful sales career. If the customer has an ounce of distrust in you, you might as well forget the sale. That’s where transparency comes in.

Here is a great story at CNNMoney.com about how Howard Behar, founder of Starbucks, used transparency to build trust.
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Getting Customers to Open Up

Probing questions require a subtlety that won’t offend customers, especially when you think they are holding information from you. And that information is probably what can be used to close the sale.

Keith Rosen, The Executive Sales Coach, shares with readers at BusinessWeek tips on how to break through a customer’s mental wall.
read story from BusinessWeek