Media attorney, USC Professor and BigSpeak’s EVP Ken Sterling is a veteran dealmaker. He’s the seen the good, the bad, and the ugly, and in his recent article for Inc., Sterling expounds upon the vital role trust plays in business dealings. Taking a note from the playbooks of Warren Buffet and Jim Montgomery, he breaks down just how valuable integrity is in striking a deal; as Buffet said and Sterling agrees, “You can’t make a good deal with a bad person.”

If a relationship is built on inauthentic foundations, it is bound to fail. Partnering with less than legitimate types proves to be far riskier than not, with the dishonest likely to find loopholes in contracts or simply breach agreements, leaving the other party in the lurch.

How can a person avoid this? Sterling recommends pursuing trust organically, slowly building a business relationship and testing the waters before rushing to make a deal, much as one would in personal relationships. Consistency and patience will yield rewards and provide a better buffer against bad actors.