Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down blog American motivational speaker Zig Ziglar once said: “If people like you they’ll listen to you, but if they trust you they’ll do business with you.” That’s great advice and it happens to be true. A high-quality product or service is only half the story. If you can earn customer trust with five-star service, you might just secure their loyalty too