Marketing wrong.

Trust builders 3. Take advantage of the poor or uneducated

Trust- the extent of buyer’s confidence that 4. Accept favors from the customer so the
he/she can rely on the salesperson’s integrity. seller feels obliged to bend policies.
Expetise- the ability, knowledge, and 5. Sell product/services that people do not
resources to meet customer satisfaction. need.
Candor- honesty of the spoken word. 6. Give answer when they do not really know
Dependability- centers on the predictability if they are correct or not.
of the salesperson action. 7. Pose as market researcher when doing
Customer satisfaction- the act of salespeople phone sales.
placing as much emphasis on the customer’s 8. Sell dangerous and hazardous product
interest as their own. 9. Withhold information.
Compatibility/likability- customer generally 10. Exaggerated benefits of product.
like to deal with sales representatives they 11. Lie about availability to make sales.
know, they like, and with whom they can feel 12. Lie about competitors
a bond. 13. Falsify product testimonial.
Knowledge bases Areas of unethical behaviour
Service issues- concerns of the buyer that the Deceptive practices
salesperson should address. (Deceive)(Hustle)(Scam)(Exaggerate)(High
Promotion and price- are other knowledge pressure)(Withhold information/bluff)
tools that the salesperson must understand. Non-customer-oriented behavior
Product knowledge- detailed information on (Pushy)(Hard sell)(Fast talking)
the manufacture of product and knowing Illegal activities
wether the company has up-to-date (Defraud)(Con)(Misuse of company assets)
production method.
Customer and market knowledge-
Information about customers that is gathered
over time and from very different sources that
helps the salesperson to determine customeer
needs to serve them.
Technology knowledge- information
salesperson must have about latest
technology.
Competitors knowledge- knowledge of a
competitor’s strengths and weaknesses in the
market.
Industry knowledge- salespeople may be
asked what what they know about their
company and industry. Evary industry and
company has a history.
Sales ethics
Ethics- refers to right and wrong conduct of
individuals and institutions of which they are
a part.
Types of sales unethical behaviour
1. Shows concern for their own interest, not
the client
2. Pass the blame for their something they did