People want to believe you, but you have to help them.
If you have a good product and a good service, then do everything you can to build your case and do it with written information. That way the buyer doesn’t have to trust you. Once buyers read that what you’re saying is so, they have no choice but to believe you.
Make it easy for the buyers to do research while they’re with you instead of at home or at their offices when you can’t be there. If the buyers want to look up their own information or research then encourage them to do so.
After consulting with thousands of companies on improving their sales processes I’ve often encouraged business, management, and salespeople to make all competitive advertising available and fully displayed in their offices so that the buyers don’t have to go out and look at what the competition is offering; instead, they can do so without leaving.