Lesson 2: Establishing Customer Relations

Ethical and Legal Considerations


Ethics have a huge role in selling.  Salespersons must self-evaluate continuously and consistently.  They need to ask themselves such questions as

  • Am I being fair?
  • Is this legal?
  • Would I like to be treated this way?
  • How do I feel about my actions?

The process of setting, defining, and adhering to expectations sets the standard for success.  Salespeople in Alberta are bound by law to represent accurately all products, services, and businesses.  Warranties, guarantees, or any related attribute of the product or service must be set forth with accuracy.  Salespeople are liable for making false claims.  Salespeople must be aware also of legal issues that they may face.
 



Think about some legal traps salespeople may fall into.  Then, click on Legal Traps below to compare your answer.

  • Selling products that are below quality
  • Not delivering on time or incorrect item delivery
  • Price fixing
  • Improper instructions and/or manuals
  • Misrepresentation of how a product can be used
  • Signing agreements without proper authority
  • Kickbacks to the buyer
  • Hidden charges
  • Slandering the competition
Salespeople have to be well-informed about the legal responsibilities of all parties.  They must educate themselves on sales policies and federal and provincial laws.  The salesperson is responsible to communicate accurate information.

The Alberta Fair Trading Act enhances consumer protection through remedies, enforcement tools, and tougher penalties intended to discourage unfair practices in the marketplace.  The Act simplifies procedures for business, providing clear standards to ensure uniform requirements among competitors.  It requires certain types of businesses to be licensed.
 

Summary

  • Successful salespeople have strong human relationship skills.
  • Use a combination of information-gathering questions that include general, focused, and specific questions.
  • How the customers view the salesperson affects how they view the product or service.
  • A positive image, particularly one based on integrity, gives the customer a positive impression.
  • Alberta's Fair Trading Act protects consumers by discouraging unfair practices in the marketplace through clear business procedures.