According to Amartya Sen, a 1998 Nobel Laureate, "Good business behavior is a bit like oxygen. We take an interest in its presence only when it's absent." With Bernie Ebbers, Andy Fastow, and Patricia Dunn of HP in the news lately, it's no wonder many salespeople and sales managers are looking inside themselves to check their ethical standards. Seems as if our role models are lacking the essential qualities that put them in the forefront of business today.

One might consider whether Ken Lay of Enron, would still be around if he hadn't practiced questionable ethics while in power. So what are some ethical behaviors our leaders demonstrate and how can you create your OWN ethical standards of conducting business with your internal and external customers?

 

Here are six tips (using the acronym ETHICS) you can adopt to ensure that you are conducting business ethically; building trust with long-term relationships, respectability in your company and in your industry, as well as providing you with the confidence to sleep well at night:

 

E= Empathy is key to developing relationships and building long-lasting customers. Consider what your customer may be feeling or experiencing. For example, if a customer doesn't call you after you've left repeated messages, perhaps she is out of town, has a personal problem to deal with, or feels pressure from your calls. Consider how she might feel and try a different strategy. For example, you may leave a different type of message, use the fax machine, email, or call her assistant to contact her.  Just because it's the end of the month and your boss is breathing down your neck for sales, doesn't mean that you are a priority in your customer's eyes at this particular moment.

 

T= Time your interactions with your customers so they are appropriate for them. An example is, you are calling on the HR Director and it's during performance review time at their company. Don't expect a call back anytime soon. Find out when the dust will settle on that major initiative and then set an appointment.

 

H= Help your customers understand what's going on at your company by being honest. For example, let's say your customer's shipment is delayed. Instead of avoiding the purchasing agent's call, be proactive and call him, first, letting him know that the shipment will be delayed and why. Most customers, although disappointed with the news, will appreciate having a heads' up in advance. After all, the PA is accountable to others in his company and deserves to know the score before he gets yelled at from his end.

 

I= Insist on ethical behavior from your employer. If you are not comfortable with the way your leaders are doing business, call them on it. For example, we once had a client who was providing top-ot-the-line sample tastes at a trade show, however, when the product was to be ordered later, the quality wouldn't be the same. I personally was uncomfortable with the way this company was conducting business with their customers and we decided not to continue our business relationship with them. If this is your company, question your managers to determine whether this is ethical and fair to the customers.

 

C= Create an awareness for your leadership team,  employees, and customers that your company does the right thing and is proud of that record. For example, if your product arrives damaged and it was sent FOB, but your packaging was inferior, provide the customer with a replacement or split the shipping fee. Customers leave when they feel slighted. Remember the goal: quality ethics for long-term customer relationships.

 

S= Send the message out that your company conducts business professionally and ethically. Just the other day, I called our natural gas provider to lock in at a desirable rate and asked if the company would "match" the offer their competitor had posted on line. The CSR said, "We don't MATCH offers, but let me check your account." After waiting 10 minutes, it was clear that they did more than check my payment records, they were searching on line! I would have preferred that she said, "Ms. Walkup, let's see what we can do for you." Then taken it from there. (Needless to say, I received the competitive rate, but I didn't feel as though she treated me like a valued customer. How ethical do you think they are?)

 

So there you have it. A few ideas of how to create a better ethical environment at your company. Send us your ideas and we'll be happy to print them in the next "Quick Sales Tips" Newsletter. Happy Selling!