Building Trust and Sales Ethics Module Two

The Importance of Trust An Expert’s Viewpoint: Gary Schliessman, owner of Schliessman and Associates has been in the insurance and financial planning business for over 30 years. According to Gary “... we have to do it right the first time, every time to ensure the trust of our clients... until I know what their dreams and goals are, I can’t tell them what to buy.... and I won’t sell them something they don’t need.” Action

The Importance of Trust An Expert’s Viewpoint: Gary has developed a large and loyal customer base. The reason for Gary’s success is his honesty, dependability, and drive to do things right for his customers. Result

Building Trust: A New Day for Salespeople “... we have to do it right the first time, every time to ensure the trust of our clients... until I know what their dreams and goals are, I can’t tell them what to buy.... and I won’t sell them something they don’t need.”

Trust refers to the degree to which one person can rely on another when the former is dependent on the latter.

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.

Trust Develops When the Salesperson is: Candid Expert Customer Oriented Dependable Compatible Trust

Trust Builder – Expertise Expert The extent to which a salesperson possesses relevant knowledge and capability. 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.

Trust Builder – Dependability Dependable The extent to which a salesperson consistently and predictably follows through on commitments he/she makes to others. Buyers can rely on the salesperson. The salesperson keeps his/her promises.

Trust Builder – Candor Candid 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 spoken word. The salesperson’s presentation is fair and balanced.

Trust Builder – Customer Orientation Customer Oriented The extent to which a salesperson values and protects the interests of his/her customers. The salesperson truly cares about the partnership. The salesperson will go to bat for the customer.

Trust Builder - Compatibility Compatible 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 doing business with the salesperson’s company.

Knowledge Bases IndustryIndustry CompanyCompany ProductProduct Price and PromotionPrice and Promotion ServiceService Market/CustomerMarket/Customer CompetitorCompetitor TechnologyTechnology

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. 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.

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. 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.

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. 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.

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. 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.

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. 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.

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. 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.

Competitor Knowledge Salespeople must posses knowledge of their competitors so that they know how to position their products against those of their competitors’. Salespeople must posses knowledge of their competitors so that they know how to position their products against those of their competitors’.

Technology Knowledge Salespeople must understand how to take advantage of technology (e.g., internet, computer, and telecommunications) that may help them be more competitive. Salespeople must understand how to take advantage of technology (e.g., internet, computer, and telecommunications) that may help them be more competitive.

Ethics Ethics refers to right and wrong conduct of individuals and institutions of which they are a part. Clearly Wrong Clearly Right Ethical Dilemma

Image of Salespeople

Areas of Unethical Behavior DeceiveHustleScamExaggerateWithholdBluff Pushy Hard Sell Fast Talking High Pressure ConDefraud Misuse Company Assets Deceptive Practices Illegal Activities Non-Customer-Oriented Behavior

Areas of Unethical Behavior ExaggerateWithholdDeceiveHustleScamBluff Deceptive Practices Misuse Company AssetsDefraudCon Illegal Activities Pushy Hard Sell Fast Talking High Pressure Non-Customer-Oriented Behavior