SELL 6th edition Chapter 2: personal selling

What is trust in selling?

The buyer’s confidence that the salesperson is dependable, honest, and can be relied upon to follow through on promises.

Why is trust important in sales?

It reduces buyer uncertainty, encourages open communication, fosters long-term relationships, and leads to repeat business and referrals.

How does trust impact buyer behavior?

Buyers share more information, feel less risk, and are more willing to make purchases when they trust the salesperson.

What are the five key trust-building components?

Expertise (knowledge), Dependability (keeps promises), Candor (honesty), Customer Orientation (puts customer first), Likability (positive personal traits).

Define expertise in trust-building.

The salesperson’s ability, skills, and knowledge that demonstrate competence and credibility.

Define dependability in trust-building.

Consistently keeping promises and meeting commitments made to the buyer.

Define candor in trust-building.

Honesty in word and action; being truthful about product capabilities and limitations.

Define customer orientation.

A genuine concern for the customer’s needs, placing their interests above making a quick sale.

Define likability.

The salesperson’s ability to build rapport through friendliness, common ground, and relatability.

What is sales ethics?

Moral principles and standards that guide behavior in sales, ensuring fairness, honesty, and responsibility.

What is unethical behavior in sales?

Actions that break accepted standards of honesty and fairness, such as lying, exaggerating, or taking advantage of customers.

Give examples of unethical sales practices.

Taking advantage of inexperienced buyers, bait-and-switch tactics, making false claims about products, misrepresenting prices, or high-pressure selling.

What is bait-and-switch?

Advertising a low-priced item to attract customers, then pressuring them to buy a more expensive product.

How do ethical salespeople create value?

They provide accurate information, solve customer problems, build trust, and ensure long-term satisfaction.

What are the consequences of unethical behavior?

Loss of customer trust, damage to reputation, fewer repeat customers, legal problems, and harm to the company brand.

How does ethical behavior benefit salespeople?

It enhances credibility, builds long-term customer loyalty, and increases word-of-mouth referrals.

What role does trust play in relationship selling?

It is the foundation of long-term partnerships and essential for consultative or trust-based selling.

How does trust lead to repeat business?

When buyers believe the salesperson consistently delivers value and honesty, they are more likely to return and purchase again.

What is word-of-mouth in sales?

Informal communication between buyers that spreads reputation—positive if trust is built, negative if trust is broken.

Why is customer orientation crucial for building trust?

It shows the buyer that their needs and interests are the salesperson’s top priority, creating confidence and reducing fear of being exploited.

How can a salesperson demonstrate expertise?

By showing product knowledge, understanding customer needs, and confidently providing solutions.

How can dependability be demonstrated?

By following through on commitments, delivering on promises, and being consistent in performance.

How can candor be demonstrated?

By admitting when a product is not the best fit, providing truthful information, and acknowledging limitations.

How can likability be developed?

By building rapport, finding common ground, and showing genuine interest in the customer.

How does ethics connect to trust?

Consistent ethical behavior strengthens trust, while unethical behavior destroys it.

Why do buyers value trustworthy salespeople?

They feel safer, more respected, and more confident that the salesperson will act in their best interest.