Module Two Building Trust and Sales Ethics Building

Module Two Building Trust and Sales Ethics

Building Trust: A New Day for Salespeople “. . . we have to do it right the first time, every time to ensure the trust of our clients. . . until I know what their dreams and goals are, I can’t tell them what to buy. . and I won’t sell them something they don’t need. ”

Trust refers to the degree to which one person can _____ on another when the former is ______on the latter.

Why is Trust Important? A fundamental competitive strategy of a growing number of organizations is to build ________________ with their customers. The ability of those organizations’ salespeople to earn their customers’ _____ is essential to the success of that strategy.

Trust Develops When the Salesperson is: ________ ______ Trust ______

Trust Builder – Expertise The extent to which a salesperson possesses ________ and capability. Expert The salesperson knows what 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 The extent to which a salesperson _____ and _____ follows through on commitments he/she makes to others. Dependable Buyers can rely on the salesperson. The salesperson keeps his/her promises.

Trust Builder – Candor The extent to which a salesperson is _____ and ____ with others, especially with regard to issues/factors that may impact those others. Candid The salesperson is honest in his/her spoken word. The salesperson’s presentation is fair and balanced.

Trust Builder – Customer Orientation The extent to which a salesperson _____ and _______ the interests of his/her customers. Customer Oriented The salesperson truly cares about the partnership. The salesperson will go to bat for the customer.

Trust Builder - Compatibility The extent to which a salesperson’s _______, and _____ are consistent with and/or appreciated by his/her customers. Compatible The buyer likes doing business with the salesperson’s company.

Knowledge Bases • • Industry ________ Product ________ Service ________ Competitor ________

Industry Knowledge In order to _______ and ____ effective selling strategies, and to be viewed as a ________________, salespeople must understand the dynamics, structure, culture, and forces that affect the industry or industries in which they work.

Company Knowledge Salespeople must understand their company’s ________________, and ________ so that they may effectively and accurately represent the company when interacting (e. g. , negotiating) with its prospective and current customers.

Product Knowledge Salespeople must have a thorough understanding of their ________________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 organization provides its customers. Salespeople must know ____________________ and then match those to the ________ of their customers.

Promotion and Price Knowledge Salespeople must be capable of ____________________ and answering related questions in order to ________ their customers’ participation. In addition, salespeople must understand the ____________ of their products so that they may ____ accordingly with the buyer.

Market and Customer Knowledge Salespeople must possess ________ of the markets they serve in order to ________ and ________ effective selling strategies. In addition, salespeople must understand their ________, including needs, personalities, and communication styles so that may be able to ________ and ____________________________________.

Competitor Knowledge Salespeople must posses knowledge of ________________so that they know how to ________ their products against those of their competitors’.

Technology Knowledge Salespeople must understand how to ____________________ (e. g. , internet, computer, and telecommunications) that may help them be more competitive.

Ethics refers to ________ and ________ conduct of individuals and institutions of which they are a part. Clearly Wrong Ethical Dilemma Clearly Right

Image of Salespeople

Areas of Unethical Behavior Deceptive Practices Illegal Activities ____ Con Defraud Hustle ____ Exaggerate ____________ Bluff Pushy ____ Fast Talking ____ Non-Customer-Oriented Behavior

Areas of Unethical Behavior Deceptive Practices Illegal Activities Exaggerate Misuse Company Assets ____ Deceive Hustle ____ Con ____ Bluff Pushy ________ High Pressure Non-Customer-Oriented Behavior