Chapter 2: Building Trust And Sales Ethics

Question 1

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

Answer 1

Trust

Question 2

How to Build trust ?

Answer 2

being competent
compatible
candid
customer-oriented
dependable

Question 3

Why is Trust Important?

Answer 3

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

Question 4

A fundamental competitive strategy of a growing number of organizations

Answer 4

is to build long-term
mutually beneficial relationships with their customers.

Question 5

Trust – 5 Components (Trust Builder)

Answer 5

1. Expertise
2. Dependability
3. Candor
4. Customer Orientation
5. Compatibility

Question 6

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.

Answer 6

Expertise

Question 7

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

Answer 7

Dependability

Question 8

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.

Answer 8

Candor

Question 9

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.

Answer 9

Compatibility

Question 10

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.

Answer 10

Customer Orientation

Question 11

Knowledge Bases:

Answer 11

Industry
Company
Product
Price and Promotion
Service
Market/Customer
Competitor
Technology

Question 12

refers to right and wrong conduct of individuals and institutions of which they are a part.

Answer 12

Ethics

Question 13

Ethical Decisions

Answer 13

Clearly Wrong - Ethical Dilemma - Clearly right

Question 14

have contributed to a
negative image of salespeople portraying them as being associated with deceptive, illegal, and noncustomer-oriented behavior

Answer 14

Television, movies, broadway productions, and the popular press

Question 15

Areas of Unethical Behavior:

Answer 15

1. Deceptive Practices
2. Illegal Activities
3. Non-Customer-Oriented Behavior

Question 16

Areas of unethical behavior that Exaggerate, withhold, deceive, hustle, scam, bluff

Answer 16

Deceptive Practices

Question 17

Areas of unethical behavior that Misuse company assets, defraud, con

Answer 17

Illegal Activities

Question 18

Areas of unethical behavior that is Pushy, hard sell, fast talking, high pressure

Answer 18

Non-Customer-Oriented Behavior