Trust is something that is earned over time, but lost in an instant. This is also true for sales to customers. It may take days, weeks, months, even years to earn a customer's trust, but once it's earned, it only takes one lie for all that work to be thrown away with the company's trash. Mistakes happen, and they happen at the worst possible times; However, if you value the business your customers provide and your organization's reputation, you will be upfront and honest when things don't go as planned. Adams (2014) warns to never take your customer's intelligence lightly. The author continued as a salesperson, if honesty is how you want to build your customer base, understand that customers will accept you more if you admit your mistakes up front, rather than if you try to hide the problem underneath the carpet and cover it. with a lie. Conclusion Sales is a very profitable profession. Those who do it right can provide a substantial lifestyle for themselves and their families for many years, but fail to develop customer loyalty, and the empire you build today could become the ruins that archaeologists sales people study and learn from.