Lecture 2

Question 1

How can a KAM earn trust?

Answer 1

Expertise

Dependability

Candor

Customer orientation

Compatibility/likeability

Question 2

What is sales ethics?

Answer 2

The right and wrong conduct of individuals and institutions of which they are part

Question 3

Different areas of unethical behaviour

Answer 3

Deceive -> pushy -> defraud

Hustle -> hard sell -> con

Scam -> fast talking -> misuse company assets

Exaggerate -> high pressure

Withhold information

Question 4

b2b

Answer 4

Based on relationships with business buyers

Often small and focused market

A more complex and longer buying process

More sophisticated buyers

Aim to turn prospects into buying customers

Educational element to promotion

Question 5

b2c

Answer 5

Products more important than relationships

Usually larger markets

Single-step buying process (short)

Less sophisticated buyers

Emotional considerations affect buying behaviour

The brand is very important