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
Expert
needs to know. The salesperson and
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
Compatible
the salesperson. The buyer likes
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
