Module 02 professional salesmanship

Building Trust and
Sales Ethics
Module Two

Ingram LaForge Avila
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.

Module 2:
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.

Module 2:
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

Module 2:
Trust refers to
the degree to
which one
person can rely
on another when
the former is
dependent on
the latter.

Module 2:
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.

Module 2:
Trust Develops When the Salesperson is:
Candid
Expert
Customer
Oriented
Dependable
Compatible
Trust

Module 2:
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.

Module 2:
Trust Builder – Dependability
Dependable
consistently and predictably follows
through on commitments he/she
makes to others.
Buyers can rely on the salesperson.
The salesperson keeps his/her
promises.

Module 2:
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.

Module 2:
Trust Builder – Customer Orientation
Customer
Oriented
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.

Module 2:
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.

Module 2:
Knowledge Bases
• Industry
• Company
• Product
• Price and Promotion
• Service
• Market/Customer
• Competitor
• Technology

Module 2:
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.

Module 2:
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.

Module 2:
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.

Module 2:
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.

Module 2:
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.

Module 2:
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.

Module 2:
Competitor Knowledge
Salespeople must posses knowledge
of their competitors so that they
know how to position their products against
those of their competitors’.

Module 2:
Technology Knowledge
Salespeople must understand how to
take advantage of technology (e.g.,
internet, computer, and telecommunications)
that may help them be more competitive.

Module 2:
Ethics
Ethics refers to right and wrong
conduct of individuals and institutions
of which they are a part.
Clearly
Wrong
Clearly
Right
Ethical
Dilemma

Module 2:
Image of Salespeople

Module 2:
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

Module 02 professional salesmanship

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