My first real job was with a hydraulic firm. The CEO beat it into everyone that only the truth would do. How can a customer make a decision if they are not dealing with the truth?

And when they discover you are so honest you would rather lose a sale than tell a lie they will come back over and over. Eventually they will buy something and that is your chance to make them a customer for life.

He called it making a slow dime instead of a fast nickel.

Pooks