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Although defined as a process, the concept of trust has been the focus of relatively little empirical research. Our works examine the hypothesis that trust evolves throughout the buying process. We surveyed customers of a financial management consulting firm, a sector that is very dependent on customer trust. Through this research, we establish how to identify the moments when trust is created, developed, and maintained. It is possible to associate both a direction and level of trust to each phase of the buying process. This framework allows companies to better manage customer trust and actively engage with it through time.