Building Trust and Sales Ethics

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Building Trust and Sales Ethics

• Module Two

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Learning Objectives

1. Explain the importance of trust.
2. Discuss the distinguishing characteristics of
   trust-based selling.
3. Discuss how to earn trust.

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Learning Objectives

1. Explain how the knowledge bases help build trust
   and relationships.
2. Understand the importance of sales ethics.
3. Discuss three important areas of unethical
   behavior.

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Setting the Stage
The Importance of Trust

1. What were the characteristics Gwen Tranquillo
   possessed and demonstrated that helped her earn
   her customers trust?
2. How did Gwen demonstrate she was customer
   oriented and that Hershey wants whats best for
   its customers?

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Trust refers to the degree to which one person
can rely on another when the former is dependent
on the latter.
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Why is Trust Important?
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Trust Develops When the Salesperson is
Candid
Dependable
Customer Oriented
Trust
Compatible
Expert
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Trust Builder Expertise
Expert
The salesperson knows what he/she needs to
know. The salesperson and his/her company have
the ability andresources to get the job done
right.
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Trust Builder Dependability
The extent to which a salesperson consistently
and predictably follows through on commitments
he/she makes to others.
Dependable
Buyers can rely on the salesperson. The
salesperson keeps his/her promises.
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Trust Builder Candor
The extent to which a salesperson is honest and
upfront with others, especially with regard to
issues/factors that may impact those others.
Candid
The salesperson is honest in his/her spoken
word. The salespersons presentation is fair and
balanced.
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Trust Builder Customer Orientation
The extent to which a salesperson values and
protects the interests of his/her customers.
Customer Oriented
The salesperson truly cares about the
partnership. The salesperson will go to bat for
the customer.
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Trust Builder - Compatibility
The extent to which a salespersons behaviors,
actions, and personality are consistent with
and/or appreciated by his/her customers.
Compatible
The buyer likes doing business with the
salesperson. The buyer likes doing business
with the salespersons company.
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Knowledge Bases

• Industry
• Company
• Product
• Price and Promotion
• Service
• Market/Customer
• Competitor
• Technology

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Industry Knowledge
In order to develop and execute
effective selling strategies, and to be
viewed as a market information resource,
salespeople must understand the dynamics,
structure, culture, and forces that affect the
industry or industries in which they work.
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Company Knowledge
Salespeople must understand
their companys culture, mission, goals,
policies, and procedures so that they may
effectively and accurately represent the company
when interacting (e.g., negotiating) with its
prospective and current customers.
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Product Knowledge
Salespeople must have a
thorough understanding of their product
offering(s) so that they are perceived (by the
customer) as experts and capable of accurately
matching those offerings to the needs of the
customer.
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Service Knowledge
Closely tied to the market offer is
the service and support an
organization provides its customers. Salespeople
must know their companys service capabilities
and then match those to the needs of their
customers.
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Promotion and Price Knowledge
Salespeople must be capable of
administering promotional programs and
answering related questions in order to
facilitate their customers participation. In
addition, salespeople must understand the pricing
structure of their products so that they may
negotiate accordingly with the buyer.
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Market and Customer Knowledge
Salespeople must possess knowledge
of the markets they serve in orderto
develop and implement effective selling
strategies. In addition, salespeople must
understand their customers, including needs,
personalities, and communication styles so that
may be able to create and clearly communicate
relevant solutions.
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Competitor Knowledge
Salespeople must posses knowledge
of their competitors so that they know
how to position their products against those of
their competitors.
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Technology Knowledge
Salespeople must understand how to
take advantage of technology (e.g.,
internet, computer, and telecommunications) that
may help them be more competitive.
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Ethics
Ethics refers to right and wrong conduct of
individuals and institutions of which they are a
part.
Clearly Wrong
Clearly Right
Ethical Dilemma
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Image of Salespeople
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Areas of Unethical Behavior
Deceptive Practices
Illegal Activities
Non-Customer-Oriented Behavior