Mktg3007_week2_v1.pptx | Course Paper

Chapter 2: Building Trust and Sales Ethics

MKTG3007 – Sales and Personal Selling

WEEK 2 LECTURE NOTE

Building Trust

and Sales Ethics

Developing Trust and

Mutual Respect with Clients

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be scanned, copied or duplicated, or posted to a publicly

accessible website, in whole or in part.

LEARNING OUTCOMES

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accessible website, in whole or in part. SELL6 | CH2

1. Explain what trust is

2. Explain why trust is important

3. Understand how to earn trust

4. Know how knowledge bases help build trust and

relationships

5. Understand the importance of sales ethics

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accessible website, in whole or in part. SELL6 | CH2

Trust

•Extent of the buyer’s confidence that he or

she can rely on the salesperson’s integrity

•Integral part of the relationship between

customers and suppliers

•Results in increased long-term revenues

and profits

LO 1

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accessible website, in whole or in part. SELL6 | CH2

Terms Used to Define Trust

•Openness

•Dependability

•Candor

•Predictability

•Honesty

•Confidentiality

•Security

•Reliability

•Fairness

LO 1

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accessible website, in whole or in part.

Figure

SELL6 | CH2

2.1 Trust Builders

LO 1

Importance of Trust

•Sellers are finding it more effective to

develop a continuing stream of business

from the right customers

•Long-term relationships develop mutually

beneficial outcomes

LO 2