I initially thought about that phrase while attending the Brooklyn Business Expo back in March. The talk was geared towards what we pitch and sell to our customers - products, services, being nice, etc. The more the discussion continued, the more I realized it wasn't anything tangible we pitch and sell, rather it's trust. If I can get you to trust me, and you can get me to trust you, then the selling and pitching comes naturally, like a typical chat. But if there's some ambiguity on either or both sides, the trust won't be there and neither will the sale.
It reminds me of the Home Depot view of a customer - Seeing each customer as a long-term partner rather than a one-time purchase can turn the view from a $0.57 purchase to a $16,000 investment.