Dive summary:

• A small change in the numbers in a contract can become very important to a client under stress, and it is a critical need and an outstanding opportunity to create trust for the moment and for the future.
• Trust is important enough that it is the first of the 12 points that the British founder of Boy Scouting, Lord Baden-Powell listed in the attributes that he believed it was essential for boys to learn to become good men: "A Scout is trustworthy."
• Repeat business is based on trust, and can there really be enough new customers to take a chance on previous ones not coming back because they don't trust you?

From the article:

Being trusted is better than any contract I have ever signed. It also puts a lot more pressure on us, but to me this is a challenge I would take any day. ...