Chapter 1 › Business Ethics and Sustainability

This chapter makes the case that ethical behavior is not only a moral choice but a strategic advantage for a business, leading to sustainable success and growth. The ebook defines a “short win” as unsustainable, as it can be upsetting for the buyerBuyer A buyer is an individual or organizational entity that purchases a product or subscribes to a service. and ultimately damaging to the seller and their company. The author proposes that a business should have a moral compass composed of principles like the Golden Rule (“Do unto others as you would have them do unto you”) and altruism. These principles are considered intelligent because they make sense and are a superior way to operate. The ebook also highlights the importance of trust and honesty in building lasting relationships, noting that a company’s customers create its reputation. The currency of the future, according to the author, is recommendations, and a customerCustomer Customer is an individual or an organization that purchases a product or signs up for a service offered by a business. base is a company’s best marketingMarketing Marketing is the field, set of actions, or practice of making a product or service desirable to a target consumer segment, with the ultimate aim of effecting a purchase. tool when the business is honest and ethical.

Chapter 2 › Sales Ethics: Values…or Principles?

The distinction between values and principles, arguing that businesses should operate on principles because they are universal and apply everywhere. Values, in contrast, are contextualized and can be violated when they don’t make sense in certain situations. The author suggests that business ethics codes should be based on principles to be effective and that they must have meaning for people to follow them. An example of a principle-based code is refraining from making illicit political expenditures. The author points out that when people in power and the media ignore principles, it sets a bad example for society, leading to the erosion of ethical behavior.

Chapter 3 › Ethics and Wisdom in Sales

This chapter defines ethics as a combination of both the mind and the heart. The mind understands what is right and wrong, while the heart provides compassion and understanding. Ethics, therefore, cannot be a simple checklist of rules but must be a lived experience. The author argues that reducing ethics to a single formula doesn’t work in a complex, multi-dimensional world that isn’t black and white. The ebook also emphasizes that wisdom is the application of fundamental ethics in a given situation, which leads to good judgment. Wisdom is knowledge practiced over time, and it may sometimes dictate that a rule be set aside.

Chapter 4 › Sales Ethics Characteristics

The book concludes by discussing the vital character traits necessary for a salesperson’s success. Citing an ancient proverb, the author highlights that a person’s thoughts become their words, which become their actions, habits, and ultimately, their character and destiny. Key characteristics of a successful salesperson include:

• Belief in the company and productProduct Product refers to anything (an idea, item, service, process or information) that meets a need or a desire and is offered to a market, usually but not always at a price.: A salesperson must be an evangelist for what they are selling, as prospects can tell if they don’t believe in it.
• Kindness and humility: People are more likely to want to do business with someone kind and humble, rather than someone arrogant.
• Patience and teachability: Successful salespeople exercise self-control and are willing to learn about their products, company, and customers.
• Integrity: This is the most important characteristic and the foundation for all others, encompassing truthfulness and loyalty to customers, company, and colleagues.

The ebook provides two exercises to help salespeople change a negative mindset by focusing on the costs of holding onto negative attitudes and the benefits of letting them go.