Credibility is perhaps the most important characteristic for any small business owner. Customers will not do business with you if they don’t trust you. They must believe in you if they are going to hand over their hard earned money. But how do you get them to trust you when they don’t know know you?

It’s a good question. And it really all boils down to one thing: Authenticity.

Don’t try to be something you’re not. Be who you are and be honest about it. Don’t tell tales, communicate through fables. Be a teacher and a mentor, not the class clown. Never give up, but give in every now and then. Don’t sell yourself (or your customers) short, but sell them on your expertise with honesty, integrity, and courage.

You want your customers and potential customers to see you as the authority in your niche. To do that, you have to build in certain habits to your daily routine. Always do what you say you’ll do. Follow through on all your promises. Under-promise and over-deliver. Encourage conversation. Take criticism well. Be the change you want to see in others. These traits build trust. Oh, and cut out the fluff.