Can ethics actually be a sales tool? Yes, if we consider the meaning of these two terms in greater depth. Being ethical is not about being good, but rather a discipline that identifies the best behaviour to adopt to achieve the common good. This means that to be ethical you must perform actions that not only satisfy the customer but also the salesperson and the company. The aim of the sale, then, is not to place a product but to build a business relationship that lasts over time, one that can trigger positive word of mouth. Hence, sales ethics becomes the tool to create trust, to gain a deeper understanding of customer needs, to support our customers through every phase of the purchase and thus achieve commercial success.
It is good to bear in mind that selling is not a battle against a client, but rather a shared path of awareness and listening that generates value for everyone. In fact, the relationship between customer and seller is often seen as a conflict of interest, but if we try to change our point of view, the possibility arises that they may become ‘partners’ in an exchange of mutual value. Adopting the principles and techniques of sales ethics therefore means creating a relationship of trust with the customer and restoring the credibility and centrality of a noble activity – that of selling – that offers rich professional opportunities, though it is often viewed with suspicion. It also means working on oneself to rediscover values and objectives.
Do you want to know what sales ethics is all about and how to apply it?
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