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    224 views17 pages

    Selling Today Manning Reece Ahearne - Chapter 5

    Uploaded by

    Free Course

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 17

    CHAPTER

    5
    Ethics: The
    Foundation for
    Relationship in
    Selling
    Making Ethical Decisions

    Ethics are the system


    of moral principles;
    the rules that direct
    our conduct and
    moral judgments.
    Making Ethical Decisions

    Making ethical decisions is a daily reality in personal


    selling.

    There is no uniform code of ethics for all salespeople.

    Many organizations have written “Code of Ethics” to


    encourage salespeople/ professionals towards ethical
    practices.
    Selling with Integrity
    Ron Willingham says a
    salesperson’s ethics and
    values contribute more
    to sales success than do
    techniques and
    strategies.

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-4


    Factors Determining Ethical
    Behavior of Salespeople
    Laws, Contract and Agreement
    Legal environment plays a role in preventing unethical
    behavior

    Laws control and penalize for wrongdoing.

    There are laws regarding price competition, land sales


    disclosure, truth in advertising and many more.
    Top Management as Role Model

    Ethical standards filter down from the top.

    Organization’s moral tone, set by management, is most


    important determinant of employee ethics

    Managers must infuse ethical


    values in subordinates

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-7


    Company Policies and Practices

    Company policies and practices can have a major


    impact on conduct.

    Developing ethical policy statements forces company


    to “take a stand. For Example:
    ● Openness And Trust
    ● Honesty and Integrity
    ● Customer Focus

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-8


    Policy Areas

    Sharing Confidential
    Information: Maintaining
    confidentiality is critical

    Reciprocity: When a firm buys


    products from its own
    customers. It is illegal when it
    turns into professional
    blackmail.

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-9


    Policy Areas

    Bribery is often illegal and


    unethical. There is a thin line
    between Bribery and Gift giving.

    Gift Giving:

    ◦ Gift giving should be a goodwill gesture


    ◦ No gifts before business.
    ◦ Do not “buy” business with gifts.
    ◦ Follow company’s gift giving policy.

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-10


    Policy Areas

    Entertainment is a highly individualized process.

    Business defamation:
    1. Business slander: Untrue/Unfair oral statement
    2. Business Libel: Untrue/Unfair written statement
    3. Product Disparagement: False claim about product.

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-11


    Sales Manager as Role Model
    A salesperson’s actions often mirror those of the sales
    manager
    Sales managers are responsible for interpreting
    company policy
    Values such as integrity
    and honesty must receive constant
    manager support

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-12


    Personal Values

    Values are deep personal beliefs and preferences,


    representing the ultimate reasons people have for
    acting as they do.

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-13


    Personal Values

    Customers have a very


    negative view of
    salespeople who lack
    integrity and honesty

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-14


    When Values Conflict
    You have three basic choices:

    1. Ignore the influence of your values and engage in the


    unethical behavior.

    2. Voice strong opposition to the practice that is in conflict


    with your value system.your objective is to influence
    supervisor’s decision

    3. Refuse to compromise your values and be prepared to deal


    with the consequences

    Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5-15


    A Personal code of Ethics

    Some general guidelines:

    Use an honest approach.


    Put your customers interest first.
    Avoid misleading sales claims
    Avoid attacking competitors
    Avoid misuse of company resources.
    Practice honesty after sales.
    Assignment:1

    Review the movie:


    “Rocket Singh: Salesman of the year”

    Make a 2 minutes presentation on your learning from


    the perspective of ethics in personal selling.

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