Sales Ethics

CHAPTER 5

The Phases of Sales Ethics

For the professional, work is more than a market exchange; it is, rather, a source of meaning and identity within a community of like-minded practitioners.

—Rakesh Khurana, From Higher Aims to Hired Hands

Why Read This Chapter?

You will enhance your skills here by learning the negotiation techniques of Sales Ethics based on the concepts illustrated earlier. The chapter is divided into sections, each dealing with a single phase in the negotiation process:

•  Phase 1—Establishing and maintaining an ethical relationship

•  Phase 2—Analyzing customer value: needs and motivations

•  Phase 3—Combining the customer value with that expressed in the offer

•  Phase 4—Ethically managing resistance and objections

•  Phase ...