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Article Index
Effective Selling
Right on Target
What Are You Trying to Do?
Reach the Decision-maker
Creating Interest
Do They Need Your Product?
Emphasise the Benefits
Objections to the Sale
Handling Objections
Closing the Sale
Legal Obligations

Effective Selling

10. Legal Obligations

Businesses in all sectors are banned from using unfair commercial practices to market and sell to customers.

10.1 Consumer Protection from Unfair Trading Regulations.

  • Commercial practices are deemed unfair if they mislead (by action or omission) or are aggressive (by intimidating or exploiting consumers).
  • The regulations have banned 31 aggressive and misleading sales practices including: falsely stating that a product will be available for a very limited time only; exaggerating personal security risks in order to sell safety products; and refusing to leave a customer's house until they sign a contract.
  • For a full list of the 31 banned practices, download a free guide
  • Businesses that fail to comply with the regulations risk fines of up to £5,000 for each offence. Serious or repeated breaches could result in criminal prosecution.

10.2 Consumer Credit Act.

  • Consumers who sign a credit agreement have the right to a seven-day cooling-off period.
  • Consumers can settle the credit agreement at any time.
  • Consumers can make claims against the supplier or credit provider for faulty goods.
  • Consumers are entitled to at least one statement of their account per year. You are also obliged to send a notice to any consumer who falls behind with their payments.

10.3 Cancellation of Contracts made in a Consumer's Home or Place of Work etc Regulations.

  • Consumers who agree to make a purchase worth more than £35 during a visit by a trader to their home or place of work have the right to a seven-day cooling-off period.
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