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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
2
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LEARNING OUTCOMES
3
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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
4
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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
5
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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
6
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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
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