A review of literature in the sales area reveals that the communication process between salespeople and their customers is a complex one offering a wide range of relationships. To develop a feeling of trust between the two parties, salespeople can use practical communication skills emphasizing their expertness, reliability, and dynamism. Sales managers, too, can help develop trust by training salespeople to be effective communicators. Trust is relevant to contingency approaches in sales and promotes customers' willingness to satisfy their needs with the help of salespeople. (FL)