Scribd
Upload
35 views22 pages

Professional Selling

This document discusses the importance of trust between salespeople and customers. It identifies five key factors that help build trust: candor, dependability, expertise, customer orientation, and compatibility. It also outlines six knowledge bases salespeople must have: industry, company, product, market/customer, competitor, and technology. Finally, it defines ethics and discusses the importance of avoiding deceptive practices, illegal activities, and non-customer-oriented behaviors to maintain a positive image.

Uploaded by

Berna Montoya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
35 views22 pages

Professional Selling

This document discusses the importance of trust between salespeople and customers. It identifies five key factors that help build trust: candor, dependability, expertise, customer orientation, and compatibility. It also outlines six knowledge bases salespeople must have: industry, company, product, market/customer, competitor, and technology. Finally, it defines ethics and discusses the importance of avoiding deceptive practices, illegal activities, and non-customer-oriented behaviors to maintain a positive image.

Uploaded by

Berna Montoya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 22

Building Trust and

Sales Ethics

MODULE 2
Trust refers to the degree to which one person can
rely on another when the former is dependent on the
latter.
Why is Trust Important?

A fundamental competitive strategy of a growing


number of organizations is to build long-term mutually
beneficial relationships with their customers.
 The ability of those organizations’ salespeople to
earn their customers’ trust is essential to the success
of that strategy.
Candor

Dependable
Customer
Oriented
Trust

Expert Compatible
The extent to which a salesperson
consistently and predictably follows through
on commitments he/she makes to others.
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.
Trust Builder – Expertise

The extent to which a salesperson possesses


relevant knowledge and capability.
Trust Builder – Customer Orientation

The extent to which a salesperson


values and protects the interests of
his/her customers.
Trust Builder - Compatibility

The extent to which a salesperson’s behaviors,


actions, and personality are consistent with and/or
appreciated by his/her customers.
Knowledge Bases

Industry • Price and Promotion

Service
Company

Product Market/Customer

Competitor Technology
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.
Salespeople must have a
thorough understanding of their
product offering(s) so that they are
Product perceived (by the customer) as
experts and capable of accurately
matching those offerings to the
needs of the customer.
Closely tied to the
market offer is the
service and
support an organization
provides its customers.
Salespeople must know
their company’s service
Service capabilities and then
match those to the
needs of their
customers.
Salespeople must possess
knowledge of the markets they
serve in order
to develop and implement effective
selling strategies. In addition,
MARKET salespeople must understand their
customers, including needs,
personalities, and communication
styles so that may be able to create
and clearly communicate relevant
solutions.
Salespeople must posses
knowledge of their
competitors so that they know
COMPETITOR
how to position their products
against those of their
competitors’.
Salespeople must understand how
to take advantage of technology
Techonology
(e.g., internet, computer, and
telecommunications) that may help
them be more competitive.
ETHICS

Ethics refers to right and wrong conduct of


individuals and institutions of which they
are a part.
Image of
Salespeople
Illegal Activities
Deceptive Practices Con
Defraud
Deceive Misuse Company
Hustle Assets
Scam
Exaggerate
Withhold Non-Customer-Oriented Behavior
Bluff

Pushy
Hard Sell
Fast Talking
High Pressure
Deceptive Practices Illegal Activities
Exaggerate Misuse Company
Withhold Assets
Deceive Defraud
Hustle Con
Scam
Bluff

Pushy
Hard Sell
Fast Talking
High Pressure

Non-Customer-Oriented Behavior
THANK
THANK
YOU

You might also like