It may be tempting to bend a few ethical rules to close a sale, but think about the potential end result of your sales techniques. When a business chooses to purchase from a salesperson, it is basically buying into a trust in that person to deliver. If the salesperson breaks the rules by making promises they cannot keep, lying about the time period of a promotion, or using other unethical sales techniques in order to speed up the sales process, they will quickly drag down the branding of their company. The client will lose trust in your company and will spread bad word of mouth. Alternatively, by using ethical selling practices, you will outshine your less trustworthy competition. Businesses in need of your products or services will choose to purchase from you, because your ethical behavior allows them to feel safe about the purchase. These businesses will not only become repeat customers, but they will also share your name in positive ways with their contacts.

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Every company should develop programs for encouraging ethical behavior. Ask your customer how the salesperson is doing, and if there is anything that salesperson does exceptionally well, and what the customer also needs investigated or accomplished for them. Your customer will most likely tell you stories about how the salesperson is connecting with them and serving them well, and being asked about additional needs more often than not, leads to another project to perform for them. Or, if the salesperson is not doing as well as they lead you to believe, you'll find out about some not-so-professional behavior that is better for you to know about and take care of personally and professionally, for which the customer's trust will most likely be restored in you and your company.

Take care of the bad effectively and quickly so it doesn't continue harming performance or relations. Compliment the salesperson or team on the processes in which they perform well. Then take the time to teach them how to leverage their outstanding performances into a more successful sales process. By correcting incorrect behavior, and showing understanding to the salesperson and motivation and rewards for good behavior, the pressure to make the sale with substandard methods will be reduced, as well as the temptation to engage in unethical sales which only produce short-term results at best.

Some companies utilize reward programs to encourage motivation of their salespeople and all who support sales. A similar program could be installed to encourage ethical practices. Perhaps the salesperson could be rewarded when their client refers the company or the offering to another business, or provides a testimonial which can be publicized. There are numerous ways to develop your reward program, but once it is in place follow through to ensure that ethical behavior is recognized and rewarded.

Unethical behavior in any aspect of a business can lead to the ruin of a company or a professional. A tarnished reputation is much harder to repair, than it is to engage in ethical practices. Ethical businesses stand out in the mind of consumers. If you take a moment to try to think of companies with spotless images, you will find that there are few, that they have a strong brand, and that they outperform the competition.

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About Sales Focus Inc. Sales Focus Inc. is a consulting, training and outsourcing company that focuses strictly on sales. We help our clients during these difficult times to take business away from the competition. In down economic times, focused companies will not only survive, but also thrive! We offer cost containment and profit enhancement solutions. Profit enhancement is a different mindset than cost cutting. Cost cutting means doing less of something; profit enhancement implies doing more of something that will boost the bottom line. We represent the concept of focused profit enhancement solutions.

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