In B2B sales, the most successful business relationships rely on trust, and trust is built through honesty, transparency and credibility.

But those three words are easy to fly past. In truth, says C. Lee Smith, CEO of SalesFuel and author of SalesCred: How Buyers Qualify Sellers, these traits are not given nearly enough attention by most sales teams.

Smith is the cover story for this special edition of Sales & Marketing Management magazine focusing on sales credibility.