HATTIE: The man who taught me how to sell is Ron Willingham. I'll never forget what he said, `Hattie, if someone buys from you, it's because they like you, believe you, trust you and understand you.'

Ron Willingham, owner of Integrity Training Systems, is here to talk about those words.

Ron, what causes people to trust a salesperson?

RON WILLINGHAM (Consultant): You know, it's interesting to think about what causes people to trust other people, especially salespeople.

I think typically in the past because of different cliches and stereotypes that we've seen, the Willy Lomans, the Herb Tarlicks, the tin men and the used-car types, I think it's been inbred in us not to trust salespeople, that salespeople are there trying to make a sale, they're trying to score, they're trying to get us to do something for their benefit and not necessarily for our benefit.

I think times are changing, I know they're changing, and so salespeople are having to change in order to compete, in order to survive.

What causes people to trust other people?

I think that we have an innate ability to sense the sincerity in other people. I think deep within us we know when people are genuine, when they're being honest with us.