Module Two

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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Setting the Stage

The Importance of Trust

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?

Professional Selling: Module 2: Ingram LaForge Avila

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

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Develops When the Salesperson is:

Candid

Customer Dependable
Oriented Trust
Compatible
Expert

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Builder – Expertise

The extent to which a salesperson

possesses relevant knowledge and
capability.

The salesperson knows what he/she

needs to know. The salesperson and
Expert
his/her company have the ability and
resources to get the job done right.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Builder – Dependability

The extent to which a salesperson

consistently and predictably follows
through on commitments he/she
makes to others.

Buyers can rely on the salesperson.

Dependable The salesperson keeps his/her
promises.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Builder – Candor

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

Candid spoken word. The salesperson’s
presentation is fair and balanced.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Builder – Customer Orientation

The extent to which a salesperson

values and protects the interests of
his/her customers.

The salesperson truly cares about the

Customer
Oriented partnership. The salesperson will go
to bat for the customer.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Trust Builder - Compatibility

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
Compatible
doing business with the
salesperson’s company.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Knowledge Bases

• Industry
• Company
• Product
• Price and Promotion
• Service
• Market/Customer
• Competitor
• Technology

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 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.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Competitor Knowledge

Salespeople must posses knowledge

of their competitors so that they
know how to position their products against
those of their competitors’.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Technology Knowledge

Salespeople must understand how to

take advantage of technology (e.g.,
internet, computer, and telecommunications)
that may help them be more competitive.

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Ethics

Ethics refers to right and wrong

conduct of individuals and institutions
of which they are a part.

Clearly Ethical Clearly

Wrong Dilemma Right

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Image of Salespeople

Professional Selling: Module 2: Ingram LaForge Avila

A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams
 Areas of Unethical Behavior

Deceptive Practices Illegal Activities

Exaggerate Misuse Company
Withhold Assets
Deceive Defraud
Hustle Con
Scam
Bluff
Pushy
Hard Sell
Fast Talking
High Pressure
Non-Customer-Oriented Behavior
Professional Selling: Module 2: Ingram LaForge Avila
A Trust-Based Approach Building Trust and Sales Ethics Schwepker Jr. Williams