There is an ideology by Jay Abraham called, “The Strategy of Pre-eminence.”
In the video below … Jay explains how you have a moral obligation in business, to give your potential customer true advice, even before money or contract is exchanged.
If you want to understand more about the Psychology behind this concept read this book.
Everything you do in your business should be — first and foremost — IN YOUR CUSTOMER’S BEST INTEREST.
When you do this, you establish yourself as your customer’s most trusted adviser. (and) put simply, people want to do business with other people that they trust (friends).