When you make a sale, the first thing you do is celebrate the victory. That’s OK, for a minute or two. But after that you have to make more sales.

What you should do after a sale is determine how the sale was made, and why the customer bought from you. This critical information will lead you to the next sale in half the time. Or less.

For years I have employed this sales law: If they like you, believe you, have confidence in you and trust you – then they may buy from you.

The customer bought because they trusted you. For you to gain that trust, they first had to like you, believe you and have confidence in you. If those three elements were not present, trust - at least enough trust to purchase - would not have followed.

There’s a variation of this law. In sales there are some customers who will just take the lowest price, regardless of trust. Avoid those people.

In sales and business relationships, why does one person trust another person? Trust is a perception and a realization. It’s based on initial feelings and perceptions by the prospective customer. Value perception is a huge one. Prospects who feel value will begin to believe, have confidence, and maybe even purchase.

Relationships are based on trust. Engagements and interactions over time and words and deeds over time. They’re based on a past history of performance. Trust is not given. Trust is earned. And it’s not earned in a day.

It may take two years to earn trust. But it only takes a minute to lose it.

Why do you trust somebody? Think of the people you trust and ask yourself why you trust him or her? Is it reliability? Consistency? A long-term friendship? A giving person? A truthful person? An understanding person? A person you’ve come to rely on and depend upon?

Many of the answers you come up with as to why you trust others can lead you to your own game plan to become trustworthy.

Here are some simple elements of trust you must master in order to make it possible for a relationship to blossom:

• Tell the truth. This is the No. 1 element of trust and relationships. Once truth has been violated, trust evaporates and may never return.

• Deliver what you promise. People hope and expect you to deliver on promises.

• Do what you say you will do. This is a test for being reliable and trustworthy.

• Communicate in a timely manner. Rapid response shows you are responsible, on top of it, and that you care.

• Bring value beyond your product or service. What you do to help others be more successful is a true reflection of your character.

• Be on time. This shows you respect the other person’s time. It also proves your reliability.

• Be friendly. Smiling people are the gateway to open communication. It costs no extra money to be friendly.

• Be sincere. This can only come from believing in what you do, loving what you do, and caring for others. Be true to yourself. Sincerity comes from within.

• Be appreciative of business. Showing genuine thanks not only builds a relationship, it enhances loyalty.

• Be consistent. Trust is a constant thing. You can’t be on time one day and late the next. You can’t be friendly one day and rude the next. You can’t deliver one day and not the next. This element is the most difficult to master because it combines all the other elements.

• Give trust. Become trustworthy by giving trust to others.

In sales, in business, and in personal relationships of all kinds, trust is the critical element.

What are you doing to breed trust?

What are you doing to build trust?

What are you doing to enhance the trust you have built?

What are you doing to guard and protect the trust you’ve built?

I trust you will work on it.

Contact Jeffrey Gitomer at salesman@gitomer.com or (704) 333-1112. Gitomer is president of Buy Gitomer in Charlotte, N.C., and the author of "The Little Red Book of Selling." He gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. Sales Moves appears weekly.