Shift from sale-focused to client need-focused
Based on research from Harvard University, ethical selling is a novel idea. We must shift our focus from being sale-focused to being client need-focused in order to comprehend the concept.
Oliver F. von Borstel
Here’s how it operates
It’s a common stereotype to depict salespeople as being ruthless in their pursuit of a sale. But this is a false stereotype that unfairly portrays the majority of salespeople and is frequently untrue.
A variety of skills and extensive knowledge are needed to successfully complete the complex process of selling.
The four Cs—customers, competitors, coworkers, and the company—are all included in the scope of a salesperson’s work.
Clarity, consistency, and a positive work environment are produced by defining acceptable and unacceptable behavior in relation to each of these areas and creating a clear code of sales ethics.
Solutions are frequently complex and demand a collaborative relationship with customers in supply-dominated markets and business-to-business settings. Relationships should be valued above transactions because they foster loyalty and trust.
Each party involved in the sales relationship, including customers, distributors, agents, exporters, and partners, must have a thorough understanding of how the other players conduct themselves. Because the foundation of this equation is the salesperson, whose conduct must be above reproach in terms of ethics and fairness, trust is built on the belief that someone will not harm the interests of others.
Develop more effective answers
A salesperson is better able to develop better and more valuable solutions when they show that they are committed to adding value for the customer (customer centricity) in a relationship based on mutual trust. The customer-centric behavior of understanding the customer and their industry and advocating for them within the company enables the salesperson to foresee problems and make suggestions. Positive relationships boost sales as a result, which reinforces the trust- and insight-based corporate culture.
Encourage communication among employees
Relationships between the sales team and their coworkers within the organization are handled using the same strategy. Internal relationships are essential to creating value-added solutions for customers in difficult sales negotiations. Customers prefer custom services over off-the-shelf solutions, especially in B2B markets. Salespeople are much better able to recognize and present benefits to their clients when they have a natural working knowledge of other departments and strong relationships with colleagues.
Calm down
One of the most difficult jobs in a business is sales. There is a lot of pressure due to the daily demands of the job, including travel and interactions with many different people, deadlines, and the pursuit of goals.
The daily pressure to make quick decisions and judgments increases if the sales team does not understand what the company expects of them. A clear operational framework that defines expectations and desired behavior in a company’s code of ethics gives salespeople less to worry about.
Having less stress makes it less likely that the salesperson will leave the company. This effect is not insignificant because the company also loses a significant amount of insight that could have taken years to develop, in addition to the costs associated with hiring new employees.
Specify the ethics code
It is the responsibility of the company to define what constitutes ethical or unethical behavior because ethical standards and morals vary from person to person. What is appropriate in each of the four Cs should be outlined in an ethics code. The Ethical Selling Certificate is a solid basis.
Be precise
Instead of focusing on a general set of values, a code of sales ethics should concentrate on a specific set of desired behaviors.
It is important to promote these values in existing teams and look for new hires who share them.
The advantages of acting in the desired way must amply demonstrate why the approach is superior to an “anything goes” mentality. Communities of people who reinforce positive traits among their peers and within their communities are formed when behavior is defined and developed within a broader set of values.
Adopt a zero-tolerance policy
People cannot be allowed to break the rules just because they get good results; a code of ethics can only be effective if it is fully implemented.
The desired ethical behavior can be attained and will be promoted by confidential and anonymous reporting systems that are seen to be effective, a fair disciplinary procedure, and proportionate punishment.
Show by example
First-line sales managers must set an example for their teams by clearly defining what is and is not acceptable behavior. To do this, the focus should be on elevating individuals who exhibit leadership traits rather than those who produce the best results.
It is impossible to overestimate the senior salesperson’s long-term outlook after experiencing the effects of their choices. These mentors become the best representatives for ethical sales teams thanks to their knowledge, which is hard to learn without experience.