Clients demand authenticity today from every experience they have, but especially in a sales relationship. No longer does a professional sales person need to be perfect, in fact far from it. Today's professional makes a connection with their prospects by finding common ground through being REAL. No hint of hiding information or the truth. Confront the issues and solve the problems. Leave room for questioning and expect to be challenged on your answers. Put yourself in your client's shoes - you would expect the same.