1. Building Trust and Sales Ethics Module Two

2. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Learning Objectives 1.Explain the importance of trust. 2.Discuss the distinguishing characteristics of trust-based selling. 3.Discuss how to earn trust.

3. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Learning Objectives 4.Explain how the knowledge bases help build trust and relationships. 5.Understand the importance of sales ethics. 6.Discuss three important areas of unethical behavior.

4. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Setting the Stage 1.What were the characteristics Gwen Tranquillo possessed and demonstrated that helped her earn her customer’s trust? 2.How did Gwen demonstrate she was customer oriented and that Hershey wants what’s best for its customers? The Importance of Trust

5. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Trust refers to the degree to which one person can rely on another when the former is dependent on the latter.

6. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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.

7. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Trust Develops When the Salesperson is: Candid Expert Customer Oriented Dependable Compatible Trust

8. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Trust Builder – Expertise Expert The extent to which a salesperson possesses relevant knowledge and capability. 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.

9. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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 salesperson. The salesperson keeps his/her promises.

10. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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 salesperson’s presentation is fair and balanced.

11. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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.

12. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Trust Builder - Compatibility Compatible The extent to which a salesperson’s 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 salesperson’s company.

13. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Knowledge Bases Industry Company Product Price and Promotion Service Market/Customer Competitor Technology

14. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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.

15. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Company Knowledge Salespeople must understand their company’s 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.

16. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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.

17. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Service Knowledge Closely tied to the market offer is the service and support an organization provides its customers. Salespeople must know their company’s service capabilities and then match those to the needs of their customers.

18. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics 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.

19. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Market and Customer Knowledge Salespeople must possess knowledge of the markets they serve in order to 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.

20. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Competitor Knowledge Salespeople must posses knowledge of their competitors so that they know how to position their products against those of their competitors’.

21. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Technology Knowledge Salespeople must understand how to take advantage of technology (e.g., internet, computer, and telecommunications) that may help them be more competitive.

22. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Ethics Ethics refers to right and wrong conduct of individuals and institutions of which they are a part. Clearly Wrong Clearly Right Ethical Dilemma

23. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Image of Salespeople

24. IngramLaForgeAvila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 2: Building Trust and Sales Ethics Areas of Unethical Behavior Exaggerate Withhold Deceive Hustle Scam Bluff Deceptive Practices Misuse Company Assets Defraud Con Illegal Activities Pushy Hard Sell Fast Talking High Pressure Non-Customer-Oriented Behavior