Building Value through Sales Ethics

Ethical lapses seem to be at all-time highs, threatening company reputations and undermining consumer trust. Many sales associates feel forced into unethical behaviour. Ethics stress increases turnover, burnout and fatigue, and it decreases employee satisfaction. What if ethical sales practices could create value through increased sales, higher customer satisfaction and retention, more referrals and improved well-being for employees? Research shows companies need not sacrifice profits for ethics. In fact, companies with higher ethical standards experience greater customer loyalty, satisfaction and referrals. This article highlights key research findings and provides practical suggestions for creating an ethical culture.