When your local village store owner makes the effort to share honest opinions of the product he has on his shelves and which ultimately results in him not getting a sale, he undoubtedly has earned your trust, respect and likely cultivated a true long term customer with his honest representation. You would have the faith to return to his store again when you need something else that he may offer.
The reality is that we are often sold products on misrepresentations by unethical sales persons and with involvement of senior management at large multinational companies (examples including VW).
Let us not fall into this same category but instead let us be honest in presenting relevant information and facts. Keep in mind that we all are customers ourselves and would appreciate being sold to honestly.