The document discusses how building trust and maintaining sales ethics are important for developing relationships with clients. It outlines five learning objectives related to understanding trust, why it is important, and how to earn it. The document then defines trust and discusses the key components of expertise, dependability, candor, customer orientation, and compatibility that help earn a customer's trust. It also stresses the importance of training and industry/company knowledge for salespeople to effectively build relationships with clients.

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.
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3. What is Trust? 2
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4. Ethical Dilemma 2
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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.
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6. How to Earn Trust 2
Dependability
Customer
Candor
Orientation
Expertise Trust Compatibility
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7. Expertise 2
The ability, knowledge, and resources to
meet customer expectations.
Expertise must translate into observable
results and contribution for the buyer.
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8. Dependability 2
Predictability of a
person’s actions.
The salesperson must also
demonstrate an ability to
handle confidential
information.
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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.
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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”.
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11. Compatibility 2
A salesperson’s
commonalities
with other
individuals.
Customers generally like to deal with
salespeople whom they can feel a bond.
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12. Ethical Dilemma 2
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13. Readiness to Earn Trust 2
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14. Knowledge Bases Help Build
Trust and Relationships 2
Companies provide
extensive training
to prepare
salespeople for the
field.
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15. Training 2
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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
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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
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20. Service Knowledge Areas 2
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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
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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’.
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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
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25. Technology in the Sales Effort 2
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26. Ethics 2
Ethics refers to right and wrong
conduct of individuals and
institutions of which they are a
part.
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27. Unethical Behavior 2
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28. Advice for Salespeople 2
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29. Non-Customer-Oriented Behavior 2
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30. Categories of Unethical Behavior 2
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