1、Building Trust and Sales Ethics,Module Two,Learning Objectives,Explain the importance of trust. Discuss the distinguishing characteristics of trust-based selling. Discuss how to earn trust.,Learning Objectives,Explain how the knowledge bases help build trust and relationships. Understand the importa
2、nce of sales ethics. Discuss three important areas of unethical behavior.,Setting the Stage,What were the characteristics Gwen Tranquillo possessed and demonstrated that helped her earn her customers trust? How did Gwen demonstrate she was customer oriented and that Hershey wants whats best for its
3、customers?,The Importance of Trust,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 wi
4、th their customers. The ability of those organizations salespeople to earn their customers trust is essential to the success of that strategy.,Trust Develops When the Salesperson is:,Candid,Expert,Customer Oriented,Dependable,Compatible,Trust,Trust Builder Expertise,Expert,The salesperson knows what
5、 he/she needs to know. The salesperson and his/her company have the ability and resources to get the job done right.,Trust Builder Dependability,Dependable,The extent to which a salesperson consistently and predictably follows through on commitments he/she makes to others.,Buyers can rely on the sal
6、esperson. The salesperson keeps his/her promises.,Trust Builder Candor,Candid,The extent to which a salesperson is honest and upfront with others, especially with regard to issues/factors that may impact those others.,The salesperson is honest in his/her spoken word. The salespersons presentation is
7、 fair and balanced.,Trust Builder Customer Orientation,Customer Oriented,The extent to which a salesperson values and protects the interests of his/her customers.,The salesperson truly cares about the partnership. The salesperson will go to bat for the customer.,Trust Builder - Compatibility,Compati
8、ble,The extent to which a salespersons behaviors, actions, and personality are consistent with and/or appreciated by his/her customers.,The buyer likes doing business with the salesperson. The buyer likes doing business with the salespersons company.,Knowledge Bases,Industry Company Product Price an
9、d Promotion Service Market/Customer Competitor Technology,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 industrie
10、s in which they work.,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.,Product Knowledge,Sa
11、lespeople 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.,Service Knowledge,Closely tied to the market offer is the service and support an organiza
12、tion provides its customers. Salespeople must know their companys service capabilities and then match those to the needs of their customers.,Promotion and Price Knowledge,Salespeople must be capable of administering promotional programs and answering related questions in order to facilitate their cu
13、stomers participation. In addition, salespeople must understand the pricing structure of their products so that they may negotiate accordingly with the buyer.,Market and Customer Knowledge,Salespeople must possess knowledge of the markets they serve in order to develop and implement effective sellin
14、g 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.,Competitor Knowledge,Salespeople must posses knowledge of their competitors so that they know how
15、 to position their products against those of their competitors.,Technology Knowledge,Salespeople must understand how to take advantage of technology (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.,Clearly Wrong,Clearly Right,Ethical Dilemma,Image of Salespeople,Areas of Unethical Behavior,Deceptive Practices,Illegal Activities,Non-Customer-Oriented Behavior,
