In my 2018 survey, I asked about, among other types of roles, the most important quality you have in a salesperson trying to sell you something. Trustworthiness was the most important quality in salespeople 76.7% of the time, more than in any of the five other relationships and roles (the average was 61.2%). But, I never asked about the trustworthiness of the customer. Should you, as a customer, be trustworthy or care about being trusted by salespeople? What is it that you need to be trusted at? What is the risk to you if you are not trusted? And how does this spill over to other customers?