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Sell5_PPT_Ch02.pptxBuilding Trust and Sales Ethics
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Building Trust and Sales Ethics
Developing Trust and Mutual Respect with Clients
Explain what trust is
Explain why trust is important
Understand how to earn trust
Know how knowledge bases help build trust and relationships
Understand the importance of sales ethics
Learning Objectives
LEARNING OUTCOMES
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SELL5 | CH1
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Trust
Extent of the buyers’ confidence that allows them to rely on the salesperson’s integrity
Dependability
Candor
Confidentiality
Honesty
Openness
Security
Terms to define trust
Reliability
Fairness
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Ethical Dilemma
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SELL5 | CH1
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2.1 Trust Builders
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Figure
SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Importance of Trust
Buyers are demanding unique solutions to their problems
Initiation and nurturing of long-term buyer-seller relationships are provided emphasis
Characterized by:
Trust and open communication
Common goals
Commitment to mutual gain
Organizational support
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SELL5 | CH1
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2.1 Questions that Salespeople Need to Answer Satisfactorily to Gain a Buyer’s Trust
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Exhibit
SELL5 | CH1
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2.2 Knowledge Bases
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Figure
SELL5 | CH1
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Topics Covered During Initial Sales Training Programs
Industry history
Company history and policies
Product and market information
Competitive knowledge
Selling techniques
How to initiate, develop, and enhance customer relationships
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2.3 Service Superiority
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Exhibit
SELL5 | CH1
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2.4 Using Technology to Build Bridges to Customers
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Exhibit
SELL5 | CH1
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2.5 What Types of Sales Behaviors are Unethical?
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Exhibit
SELL5 | CH1
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2.6 SMEI Certified Professional Salesperson Code of Ethics
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Exhibit
SELL5 | CH1
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2.6 SMEI Certified Professional Salesperson Code of Ethics (continued)
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Exhibit
SELL5 | CH1
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2.7 Areas of Unethical Behavior
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Exhibit
SELL5 | CH1
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Sales Ethics
Product liabilities created by salespeople
Express warranty: Way in which a salesperson gives warranty or guarantee to a customer, obligating the company to do the same
Misrepresentation: False claims by a salesperson
Negligence: False claim about the product or service
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sales Ethics (continued)
Basis of the bargain: Buyer relying on the seller in making the purchase decision
Misrepresentation can lead to product liability as the burden of accuracy is on the seller
Companies provide training programs to salespeople regarding the:
Appropriateness of gift giving
Use of expense accounts
Way in which unethical demands by a prospect should be dealt with
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SELL5 | CH1
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2.8 Legal Reminders
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Exhibit
SELL5 | CH1
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Trust
Openness
Honesty
Confidentiality
Security
Reliability
Fairness
Expertise
Contributions
Dependability
Key Terms
Predictability
Candor
Customer orientation
Compatibility/likability
Competitor knowledge
Product knowledge
Service issues
Promotion knowledge
Price knowledge
Market knowledge
KEY TERMS
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Customer knowledge
Technology knowledge
Ethics
Express warranty
Misrepresentation
Negligence
Basis of the bargain
Key Terms (continued)
KEY TERMS
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Trust is essential to seal long-term buyer-seller relationships
Trust builders - Dependability, candor, customer orientation, and compatibility
Salesperson gather information from various knowledge bases
Salespeople have to follow a set code of ethics to maintain high standards of professional conduct
Summary
SUMMARY
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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SELL5 | CH1
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
