Gain Customer Confidence. Customer indecisiveness, skepticism, indifference, or confusion are among the top sales killers in the business world. It's up to us to project an image of experience, quality, dependability, excellent customer service, and/or added value to our prospective customers in order to win their confidence. If you haven't clearly communicated the advantages and solid reasons for them to do business with you, then they'll be hesitant to commit and the sale will go to your competitor.