Learning Objectives

1. Explain what trust is.

2. Discuss why trust is important.
3. Understand how to earn trust.
4. Elaborate how knowledge bases help build trust and
relationship.
5. Understand the importance of Sales Ethics.
What is Trust?
Trust - is earned when an industrial buyer believes and can rely on
a salesperson’s claim or promises when the buyer is dependent on
the salesperson’s honesty and reliability.
- is an integral part of the relationship between customers and
suppliers.
One of the keys to a long-term relationship with any client is to
create a basis of trust between the sales representative and the
client organization.
Why is Trust Important?
In today’s increasingly competitive marketplace,
buyers typically find themselves inundated with the
choices regarding both products and suppliers. In
this virtual buyer’s market, traditional selling
methods that focused on closing the sale have been
found to be inefficient and often counterproductive
to the organization’s larger and longer-term
marketing strategy.
How to Earn Trust?
Several critical variables help salesperson earn a buyer’s trust
Expertise - the ability, knowledge, and resources to meet the customer’s
expectations.
Dependability - centers on the predictability of salesperson’s actions.
Candor - deals with the honesty of the spoken word.
Customer orientation - means placing as much emphasis on the customer’s
interest as you would on your own.
Compatibility/Likability - customers generally like to deal with sales
representatives they know. They like and with whom they can feel a bond. They are
important to establishing a relationship with key gatekeepers
Ex. Receptionist and Secretaries
Knowledge Bases help Build Trust and
Relationships
Industry and Company Knowledge - salespeople may be asked what they
know about their company and industry.
Product Knowledge - includes detailed information on the manufacturer of
a product and knowing whether or not the company has up-to-date
production methods.
Service - the effective salesperson must be ready to address service issues.
Promotion Knowledge - knowledge tools salespeople must possess to
explain their firm’s promotional programs.
Price Knowledge - knowledge tools salespeople must have about the pricing
policies in order to quote prices and offer discounts on products.
Knowledge Bases help Build Trust and
Relationships
Market Knowledge - information salespeople must have if larger companies break
their customers into distinct markets; salespeople must be familiar with these
markets to tailor their sales presentations.
Customer Knowledge - information about the customers that is gathered over time
and from very different sources that helps the salesperson determine customer
needs to be better serve them.
Competitor Knowledge - knowledge of a competitors strengths and weaknesses in
the market.
Technology Knowledge - information salespeople must have about the latest
technology
Topics Generally Covered During Initial Sales Training
Programs
 Competitive Knowledge
 Selling Techniques
 Initiating customers relationship
prospecting
precall
approaching the customer
 Developing customer relationships
sales presentation delivery
handling sales resistance
 Enhancing customer relationships
follow up
Customer service
Topics Generally Covered During Initial Sales Training
Programs
1. Industry History
2. Company history and policies
3. Product – promotion
- price
4. Market
- line of business (know your customer)
- manufacturing
- wholesaling
- financial
- government
- media, etc.
 Using Technology to Build Bridges to
Customers
Technology Bridge
World Wide Web Price updates can be placed on the Web for customers to access. New
products information can be made available to customers and
prospects.
E-mail Buyer and salesperson can communicate virtually 24 hours a day.
Mass communication can be sent out to all customers and prospects

Facsimile Non-electric documents can be transmitted 24 hours a day. Fax on

demand.
Cell phones Buyer and seller have immediate access to each other.

Voice mail Salesperson and buyer can leave messages for each other and save
time and effort.
Sales Ethics

Ethics - refers to right and wrong conduct of individuals

and the institutions of which they are a part. Personal ethics
and formal codes of conduct provide a basis for deciding
what is right or wrong in a given situation.
Ethical standards for a profession are based on society’s
standards, and most industries have developed a code of
behaviors that are compatible with society’s standard.
What Types of Sales Behaviors are
Unethical?
 Shows concern for their own interest, not the clients
 Pass the blame for something they did wrong
 Take advantage of the poor or uneducated
 Accept favors from customers so the seller feels obliged to bend policies
 Sell products/services that people do not need
 Give answer when they do not really know if they are correct or not.
 Pose as market researcher when doing phone sales
 Sell dangerous or hazardous products
 Withhold information
 Exaggerate benefits of products
 Lie about availability to make sell
 Falsify product testimonials
 Sales Ethics
Image of Salespeople and Sales Executives
Sales and Marketing Executives International (SMEI) has been concerned with
the image of salespeople and has developed a code of ethics as a set of
principles that outline the minimum requirements for professional conduct.

Deceptive Practices
Buyers have been turned off by all salespeople because of experience with
only few unscrupulous salespeople. All salespeople (good and bad) pay the
price for this behavior.
Sales Ethics
Illegal Activities
Misusing company assets has been a long-standing problem for
many sales organizations. Using company car for personal use,
charging expense that not occur, selling samples for income.

Non-customer Oriented Behavior

Most of today’s sales organizations emphasize trust-building
behaviors and are customer-oriented.
Sales Ethics
How companies dealing with Sales Ethics
Many companies spend time covering ethics in
their training programs. These programs should
cover topics such as the appropriateness of gift
giving, the use of expense accounts, and dealing
with a prospect’s unethical demands.
Legal Reminders
For Salespeople:
 Use factual data rather than general statements of praise during the sales
presentation. Avoid misinterpretation
 Thoroughly educate customers before the sale on the sale on the products
specifications, capabilities and limitations.
 Do not overstep authority, as the salesperson's actions can be binding to the selling
firm.
 Avoid discussing these topics with the competitors
 Do not use one product as bait for selling another product
 Do not try to force the customer to buy only from your organization
 Offer the same price and support to buyers who purchse under the same set of
circumstances
Legal Reminders
 Do not tamper with competitor's product
 Do not disparage a competitor's product without specific evidence of
you contentions.
 Void promises that will be difficult or impossible to honor

For the sales organization:

 Review sales presentation and claims for possible legal problems
 Make the salesforce aware of potential conflicts with the law
 Carefully screen any independent sales agents the organization uses
 With technical products and services, make sure the sales presentation
fully explains the capabilities and dangers of products and services.
Areas Unethical Behavior
Deceptive Practices Non-Customer Illegal Activities
Oriented Behavior
Deceive Pushy Defraud
Hustle Hard Sell Con
Scam Fast Talking Misuse Company
Exaggerate Assets
High Pressure
Withhold
Information / Bluff
Product Liabilities That Created By
Salesperson:
Express Warranty - a way salesperson can create product liabilities by
giving a product warranty or guarantee that obligates the selling
organization even if the salesperson does not intend to give the
warranty.
Misinterpretation - false claim(s) made by a salesperson
Negligence - false claim(s) made by a person about the product or
service he or she is trying to sell.
Basis of the bargain - when a buyer relies on the sellers statements in
making a purchase decision.
SMEI Certified Professional Salesperson (SCPS)
Code of Ethics

- is a set of principles that outline minimum

requirements for professional conduct. Those who
attain SCPS status should consider these principles
as more that just rules to follow. They are guiding
standards above which the salesperson should rise.
 SMEI Certified Professional Salesperson Code of Ethics

The SMEI Certified Professional Salesperson (SCPS) Code of Ethics is a set of principles the outline minimum requirements for professional conduct. Those who attain SCPS status should consider these principles as
more than just rules to follow. They are guiding standards above which the salesperson should rise.

An SCPS shall support and preserve the highest standards of professional conduct in all areas of sales and in all relationships in the sales process. Toward this end an SCPS pledges and commits to these standards in all
activities under this code.

As an SCPS I pledge to the following individuals and parties:

With respect to the customer, I will:

Maintain honesty and integrity in my relationship with all customers and prospective customer in a position to make a decision consistent with the principle of mutuality of benefit and profit to the buyer and seller.
Continually keep abreast and increase the knowledge of my product(s), service(s), and industry which I work. This is necessary to better serve those who place their trust in me.

II. With respect to the company and other parties whom I represent, I will:
Use their resources that are at my disposal and will be utilized only for legitimate business purposes.
Respect and protect propriety and confidential information entrusted to me by my company.
Not engage in any activities that will either jeopardized or conflict with the interests of my company. Activities that might be or appear to be illegal or unethical will be strictly avoided. To this effect, I will not participate
in activities that are illegal or unethical.

III. With respect to the competition, regarding those organizations and individuals that I compete with in the marketplace, I will:
Obtain competitive information only through legal and ethical methods.
Portray my competitors, and their products and services, only in a manner that is honest, truthful, and based on accurate information that can or has been substantiated.

IV. With respect to the community and society that provide me with my livelihood, I will:
Engage in business and selling practices that can contribute to a positive relationship with the communities in which I and my company have presence. Support public policy objectives consistent with maintaining and
protecting the environment and community.
Participate in community activities and associations that provide for the betterment of the community and society.

I AM COMMITTED, to the letter and spirit of this code. The reputation of salespeople depends upon me as well as others who engage in the profession of selling. My adherence to these standards will strengthen the
reputation and integrity for which we strive as professional salespeople.
I understand that failure to consistently act according to the above standards and principles could result in the forfeiture of the privilege of using the SCPS designation.

Candidate’s Name (Please Print)______________________________________

Signature________________________________________________________
Date____________________________________________________________
End of Presentation

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M Dr. Maria Nimfa Rivera Diaz