If you think of a business that is reliable and trustworthy, what feelings does that evoke? Is this a place of business that you want to visit again and again? Is this somewhere that you feel comfortable spending your money as often? Is it a place that feels actually rewarding and fun to shop at? The answers to those questions are probably yes because consistency is a big reason why people bring their business back to the same companies again and again. When they are spending money, they are voting with their wallets. They are saying that they feel like they can count on this company and their products, their sales people, their entire vision and culture.