Ethical Tests

  • Is it right?
  • Who will it hurt?
  • Would you want your decision publicized?
  • Is it fair?
  • What would you tell your child to do?

Character and integrity strongly influence relationships in personal selling.  Your character is based on internal value.  Be a role model provided by top management, following company policies and practices, having personal values as a salesperson, and having ethical conduct.  Values are deep beliefs and preferences, representing the ultimate reasons people have contacting as they do.  Values serve as foundations for our attitudes.  Attitudes serve as foundations for our behavior.


  • Ignore influence of your values and engage in unethical behavior
  • Voice strong opposition to practice that is in conflict with your value system
  • Refuse to compromise your values and be prepared to deal with the consequences

Product configuration software develops customized product solutions quickly and accurately.  Incorporates customer selection criteria.  Identifies options, pricing, and delivery schedules.  Can integrate with Customer Relationship Management Applications.


  • Everyone does it
  • Isn’t hurting anybody
  • I couldn’t help it
  • Nobody Cares
  • What do you want me to do, go out of business?
  • I couldn’t help it
  • I have to get the job done

Frameworks for Viewing Ethical Questions

“Results are what matter…ends over means.”

Consequentialist Questions:

  • Who might be hurt?
  • Who might/should benefit?
  • What is right goal?
  •  What if I get caught?

Duty-based Questions:

  • Contract Orientation…What I owes
  • Is this fair?
  • What and who do I owe?
  • What do others legitimately expect from me?
  • What or are should be my loyalties?
  • What (unspoken/spoken) promises have been made?

Absolutist Questions:

  • Principles based, regardless of consequences
  • What is the right thing here?
  • What is the law?
  • Is this honest?
  • Am I being true to my standards?

Developing a Relationship Strategy

Adopt Thought Processes with a Win-Win Philosophy.

Our self-concept is shaped by the ideas, attitudes, feelings, and thoughts you have about yourself that influence the way you relate to others.  Feelings and behavior are consistent with the self-concept.  These can be changed.  To develop a more positive self-concept: focus on future, not past mistakes, develop expertise in selected areas, and develop a positive mental attitude.

Key factor that determines sales success is a positive self-concept and the ability to relate to others in effective and productive ways; also the 4-step self-improvement plan

WIN-WIN PHILOSOPHY-first step in developing a relationship strategy; both buyer and seller come out of the sale understanding that their respective best interests have been served; The people help others solve their problems, fix what caused the problem, make life a joyous happening for others and themselves, learn from the past, live in the present, and set goals for the future, and make commitments to themselves and to others and keep them both, built on empathy-the ability to understand what a person is feeling, ego drive-Is an inner force that makes the salesperson need to make the sale, character, and integrity.  Ego-Drive and Determination in same sentence are bound and determined to accomplish their goals.  Nothing will stop you.  Character and Integrity-Character and includes personal standards such as honesty.  Customer Satisfaction primary, Adopting win-win is first step in development of relationship strategy.  Both the buyer and seller come out of the sale with their respective best interests being served.

WIN-LOSE-See a problem in every solution, Fix the blame, let life happen to them, live in the past, and make promises they never keep


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