Considered a stranger 
The buyer is quick to judge the seller.
From dress, to speech, 
from handshake to eye contact
Credibility starts.

Considered an unknown 
The buyer measures the company.
From experience, to brochures,
From references , to network
Credibility proceeds.

Considered a possible solution 
The buyer vets the product.
From ease of use, to flexibility,
From  meeting specs,  to cost 
Credibility is cemented. 

Seller, company and product,
This is the path to credibility.