1. 2
Building
Trust and
Sales Ethics
Developing Trust
and Mutual Respect
with Clients
©2013 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. Learning Objectives 2
L 1 Explain what trust is.
L 2 Explain why trust is important.
L 3 Understand how to earn trust.
L 4 Know how knowledge bases help build trust and
relationships.
L 5 Understand the importance of sales ethics.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

3. What is Trust? 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

4. Ethical Dilemma 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5. Why is Trust Important? 2
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.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

6. How to Earn Trust 2
Dependability
Customer
Candor
Orientation
Expertise Trust Compatibility
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

7. Expertise 2
The ability, knowledge, and resources to
meet customer expectations.
Expertise must translate into observable
results and contribution for the buyer.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

8. Dependability 2
Predictability of a
person’s actions.
The salesperson must also
demonstrate an ability to
handle confidential
information.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Candor 2
Honesty of the spoken word.
It means being upfront with
others, especially with
regard to issues/factors that
may impact those others.
It takes only one
misleading event to
lose all credibility.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10. Customer Orientation 2
The act of
salespeople placing
as much emphasis
on the customer’s
interests as their
own.
Salespeople with a customer
orientation advise rather
than “sell”.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

11. Compatibility 2
A salesperson’s
commonalities
with other
individuals.
Customers generally like to deal with
salespeople whom they can feel a bond.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12. Ethical Dilemma 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

13. Readiness to Earn Trust 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

14. Knowledge Bases Help Build
Trust and Relationships 2
Companies provide
extensive training
to prepare
salespeople for the
field.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

15. Training 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

16. Industry Knowledge 2
Knowledge Need: the dynamics, structure,
culture, and forces that affect the industry or
industries in which they work.
Benefit: ability to 1) develop and execute
effective selling strategies, and 2) be viewed
as a market information resource.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

17. Company Knowledge 2
Knowledge Need: understand their
company’s culture, mission, goals, policies,
and procedures.
Benefit: ability to effectively and accurately
represent the company when interacting
(e.g., negotiating) with its prospective and
current customers.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

18. Product Knowledge 2
Knowledge Need: a thorough understanding
of their product offerings and the various
sources of value they provide
Benefit: be perceived (by the customer) as
experts and capable of accurately matching
solutions to the needs of the customer
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

19. Service Knowledge 2
Knowledge Need: understand their company’s
service capabilities, including limitations, fees,
time-frames, and the value they add
Benefit: ability to match their company’s
service capabilities to the needs of their
customers
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

20. Service Knowledge Areas 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

21. Promotion and Price Knowledge 2
Knowledge Need: understand the details of,
and how to manage, promotional programs
and the pricing policies of their products
Benefit: ability to 1) facilitate their
customers’ participation in promotional
programs and 2) effectively negotiate terms
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

22. Market and Customer Knowledge 2
Knowledge Needs: understand the markets
they serve and their customers, including
needs, personalities, and communication
styles.
Benefit: ability to 1) develop and implement
effective selling strategies, and 2) clearly
communicate relevant solutions.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

23. Competitor Knowledge 2
Knowledge Need: their competitors and
respective market offers and how they are
perceived in the market.
Benefit: to position their products against
those of their competitors’.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

24. Technology Knowledge 2
Knowledge Need: understand how utilize
sales technology hardware and software
(e.g., internet, CRM, laptops, smart phones)
Benefit: to leverage technology to me more
competitive . . . work smarter not harder
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

25. Technology in the Sales Effort 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

26. Ethics 2
Ethics refers to right and wrong
conduct of individuals and
institutions of which they are a
part.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

27. Unethical Behavior 2
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28. Advice for Salespeople 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

29. Non-Customer-Oriented Behavior 2
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30. Categories of Unethical Behavior 2
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.