PPT Week 1 Pt 2

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PPT Week 1 Pt 2

  1. 1. 2 Building Trust and Sales Ethics Developing Trustand Mutual Respect with Clients©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied orduplicated, or posted to a publicly accessible website, in whole or in part.
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 27. 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.
  28. 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. 29. Non-Customer-Oriented 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.
  30. 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.

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