I'm Oliver Laughton
I have over a decade's success in consultative sales and business development
and it's my pleasure to share these basic yet effective, free tips
They have helped me understand and leverage ethical selling
in today’s ever changing times. Perhaps they'll help you too.

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Effective Ethical Selling

Effective ethical selling requires more than an ability to communicate a product's features or benefits. Sales representatives must also develop quality relationships with their customers. Regardless of a company's reputation, customers choose to do business with people they trust. Sales representatives have to earn that trust by behaving ethically and conveying a commitment to the customers' needs. Read more here.

Understand Customers' Needs and Expectations
​ The key to providing accurate information and advice is to understand the customer's needs and expectations. Preliminary research can provide some clues, but it can be far more useful to ask customers. Those needs and expectations can go beyond product information and advice. Customers may expect to be kept fully informed by e-mail, or to be contacted if a problem arises. They may expect delivery on a specific date, customized training, or other support services. It is the sales representative's responsibility to be fully aware of these requirements. Effective, ethical selling involves legitimately targeting and satisfying those needs.

Build Trust and Credibility

To continue to win repeat business, create high-quality referrals, and build larger, more profitable sales, sales representatives cannot rely on the occasional one-time purchaser. They need to build a group of customers who trust them as credible suppliers.
Trust and credibility mean possessing and displaying a belief in your company, your products, and the way you do business. They mean having a thorough knowledge of your products and their applications and showing a willingness to gain a full understanding of customers' problems and needs. Trust and credibility take time to build, but the investment is worthwhile for long-term sales success.

Create a Culture for Ethical Selling

Often part of the problem is related to the increasing complexity of products and the intensifying competition among sellers. This makes it harder for customers to understand what they want or need and easier for an aggressive sales representative to mislead them. It is also important to recognize the pressure on short-term success at all costs. In an environment like this, the emphasis is on representatives who achieve good sales wins within a short time period, rather than on consistently good performers who spend as much time serving customers as they do making sales. It is essential to create a corporate culture that fosters ethical selling. This means clearly defining what is acceptable. As part of that process, the emphasis should be on: building customer relationships, rather than focusing on individual transactions; simplifying product information so the buyer can understand it; training sales representatives so that they can succeed in keeping with an ethical corporate culture.

Read more here


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