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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Trust Develops When the Salesperson is:
Candid
Customer
Oriented
Dependable
Trust
Expert
Professional Selling:
A Trust-Based Approach
Compatible
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Trust Builder – Expertise
The extent to which a salesperson
possesses relevant knowledge and
capability.
Expert
Professional Selling:
A Trust-Based Approach
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:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Trust Builder – Dependability
The extent to which a salesperson
consistently and predictably follows
through on commitments he/she
makes to others.
Dependable
Professional Selling:
A Trust-Based Approach
Buyers can rely on the salesperson.
The salesperson keeps his/her
promises.
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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.
Candid
Professional Selling:
A Trust-Based Approach
The salesperson is honest in his/her
spoken word. The salesperson’s
presentation is fair and balanced.
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Trust Builder – Customer Orientation
The extent to which a salesperson
values and protects the interests of
his/her customers.
Customer
Oriented
Professional Selling:
A Trust-Based Approach
The salesperson truly cares about the
partnership. The salesperson will go
to bat for the customer.
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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.
Compatible
Professional Selling:
A Trust-Based Approach
The buyer likes doing business with
the salesperson. The buyer likes
doing business with the
salesperson’s company.
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Knowledge Bases
•
•
•
•
•
•
•
•
Professional Selling:
A Trust-Based Approach
Industry
Company
Product
Price and Promotion
Service
Market/Customer
Competitor
Technology
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
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:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Ethics
Ethics refers to right and wrong
conduct of individuals and institutions
of which they are a part.
Clearly
Wrong
Professional Selling:
A Trust-Based Approach
Ethical
Dilemma
Module 2:
Building Trust and Sales Ethics
Clearly
Right
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LaForge Avila
Schwepker Jr. Williams
Image of Salespeople
Professional Selling:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams
Areas of Unethical Behavior
Deceptive Practices
Illegal Activities
Exaggerate
Withhold
Deceive
Hustle
Scam
Bluff
Misuse Company
Assets
Defraud
Con
Pushy
Hard Sell
Fast Talking
High Pressure
Non-Customer-Oriented Behavior
Professional Selling:
A Trust-Based Approach
Module 2:
Building Trust and Sales Ethics
Ingram
LaForge Avila
Schwepker Jr. Williams