Editor's note: Stephen Jackson is a business development professional in the Washington, D.C. area. This article appeared in the July 12, 2010, edition of Quirk's e-newsletter.

Trust is the essential currency of effective sales and marketing. Large companies spend tens of millions of dollars to build a brand. A brand is nothing more than a promise kept. Promises kept form trust in the customer's mind. This expensive investment in brands buys name recognition and the customer confidence that goes with it; a favorable position or association in the mind of the customer; and a belief that a company with so much invested in its reputation will not disappoint its customers. Investments in brand development pay rich dividends by locking in loyalty which is spawned by trust. Smaller companies often simply can't afford the money it takes to establish a national brand. Instead of relying upon an established reputation, they must build trust and confidence from the moment a customer lands on their doorstep. Big companies have their brand, but small companies have the advantage of a personal face and personal character to the business - and connecting personally can be an effective persuasion factor. Especially for small to mid-size companies, but for anyone studying the topic of trust, here are the five elements of creating and cultivating customer trust in business:Benevolence/Concern: The customer has to have confidence that you have their best interests at heart and you will protect their interests. Customers want to know that you feel their pain and that you are concerned about them and their issues beyond the lip service it takes to land a sale.Reliability: Reliability refers to the extent to which they can depend upon you to come through for them, to act consistently and to follow through. This will engender long-term relationships.Competence: You must have the ability to perform the tasks required by the customer....