Building trust with the public is a lot more complicated this day and age. With the advent of the digital age, margins are less and the ability to successfully and profitably advertise on traditional media has taken its toll. Many retailers are now shifting their marketing dollars to digital and with that, we have a unique challenge to reach potential buyers and convert them to a purchase, many times, without visiting the store. Retail now is online and in person. So, businesspeople have to better market themselves to build trust (professional branding, astute promotions) and ask for the sale sometimes remotely.