Trust

  The one thing that customers have always rated higher in the sales world is trust, which also is called

dependability because it is a direct reflection  on the integrity of the individual. The primary reason people will choose not to buy from you is lack of trust. When you make a serious promise to the prospect or a "casual comment" involving a promise, the prospect takes both as gospel. This is especially true if there is any difficulty during the sales process and even after the sale. If the person has any trouble in
any phase of the relationship or use of the product, there is the distinct possibility that any "lack of follow-through" will be blown completely out of proportion. Even the tiniest matters become "deal shattering."

The primary reason people will choose not to buy from you is lack of trust.