lecture 02 - building trusts and ethics
Post on 03-Jun-2018
227 Views
Preview:
TRANSCRIPT
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
1/24
Building Trust andSales Ethics
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
2/24
Learning Objectives
1. Explain the importance of trust.
2. Discuss the distinguishing
characteristics of trust-based selling.
3. Discuss how to earn trust.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
3/24
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.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
4/24
Setting the Stage
1. What were the characteristics Gwen
Tranquillo possessed anddemonstrated that helped her earn her
customers trust?
2. How did Gwen demonstrate she was
customer oriented and that Hersheywants whats best for its customers?
The Importance of Trust
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
5/24
Trust refers tothe degree to
wh ich one
person can relyon another when
the form er is
dependent onthe latter.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
6/24
Why is Trust Important?
A fundamental competitive strategy of a
growing number of organizations is to
build long-term mutually beneficialrelationships with their customers. The
ability of those organizations salespeople
to earn their customers trust is essential
to the success of that strategy.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
7/24
Trust Develops When the Salesperson is:
Candid
Expert
Customer
Oriented
Dependable
Compatible
Trust
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
8/24
Trust BuilderExpertise
Expert
The extent to which a salesperson
possesses relevant knowledge andcapability.
The salesperson knows what he/sheneeds to know. The salesperson and
his/her company have the abi l i ty and
resources to get the job done r ight .
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
9/24
Trust BuilderDependability
Dependable
The extent to which a salesperson
consistently and predictably follows
through on commitments he/shemakes to others.
Buyers can rely on the salesperson.
The salesperson keeps his /her
promises.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
10/24
Trust BuilderCandor
Candid
The extent to which a salesperson is
honest and upfront with others,
especially with regard to issues/factorsthat may impact those others.
The salesperson is honest in his/her
spoken word. The salespersons
presentat ion is fair and balanced.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
11/24
Trust BuilderCustomer Orientation
Customer
Oriented
The extent to which a salesperson
values and protects the interests ofhis/her customers.
The salesperson truly c ares about the
partnership. The salesperson w i l l go
to bat for the customer.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
12/24
Trust Builder - Compatibility
Compatible
The extent to which a salespersons
behaviors, actions, and personality are
consistent with and/or appreciated byhis/her customers.
The buyer likes doing business withthe salesperson . The buyer l ikes
doing bus iness wi th the
salespersons company.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
13/24
Knowledge Bases
Industry
Company
Product
Price and Promotion
Service
Market/Customer
Competitor Technology
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
14/24
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.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
15/24
Company Knowledge
Salespeople must understand
their companys 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.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
16/24
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.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
17/24
Service Knowledge
Closely tied to the market offer is the
service and support an organization
provides its customers. Salespeople must
know their companys service capabilities
and then match those to the needs of their
customers.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
18/24
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 theymay negotiate accordingly with the buyer.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
19/24
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 thatmay be able to create and clearly communicate
relevant solutions.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
20/24
Competitor Knowledge
Salespeople must posses knowledge
of their competitors so that they
know how to position their products against
those of their competitors.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
21/24
Technology Knowledge
Salespeople must understand how to
take advantage of technology (e.g.,
internet, computer, and telecommunications)
that may help them be more competitive.
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
22/24
Ethics
Ethics refers to right and wrong
conduct of individuals and institutions
of which they are a part.
ClearlyWrong
ClearlyRight
EthicalDilemma
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
23/24
Image of Salespeople
-
8/13/2019 Lecture 02 - Building Trusts and Ethics
24/24
Areas of Unethical Behavior
Exaggerate
Withhold
DeceiveHustle
Scam
Bluff
Deceptive PracticesMisuse Company
Assets
DefraudCon
Illegal Activities
Pushy
Hard SellFast Talking
High Pressure
Non-Customer-Oriented Behavior
top related