NAME : CHIEDZA PORTIA MOYO

PROGRAMME : MARKETING

MODULE : SALES MANAGENT

LECTURER : MRS M.S MADAVA

MODULE CODE : COMM 2102

PART :2.1

QUESTION

SALES PEOPLE ARE FREQUENTLY FACED WITH ETHICAL DILEMAS AND CERTAIN
ETHICAL SITUATIONS COME TO THE FORE WHEN DEALING WITH CUSTOMERS.
DISCUSS ANY OF THESE ETHICAL DILEMAS AND PROPOSE STRATEGIES TO
COUNTER THE DILEMAS CITE EXAMPLES IN YOUR ANSWERS.
According to Meyers M.J (2020) Ethics are based on well founded standards of right and wrong
that prescribe what humans ought to do, usually in terms of rights, obligations benefits to society,
fairness, or specific virtues. Sales ethics is about doing right by your customers. Ethical
dilemmas are common in sales, and it's important to address them in a way that benefits both the
customer and the salesperson. Here are some common ethical dilemmas faced by salespeople,
along with strategies to counter them:

Balancing the customer's needs with the salesperson's goals

Salespeople are often under pressure to meet their sales targets, but this can lead to
compromising the customer's needs. To counter this dilemma, salespeople should prioritize the
customer's needs and focus on providing value rather than just making a sale. For example, if a
customer is looking for a product that is not profitable for the salesperson, the salesperson should
be honest and suggest alternative products that better meet the customer's needs.

Handling objections and complaints

Salespeople may face objections or complaints from customers, and it's important to handle these
situations with professionalism and empathy. To counter this dilemma, salespeople should listen
to the customer's concerns, acknowledge their feelings, and offer solutions to address their
issues. For example, if a customer is unhappy with a product, the salesperson should offer a
refund or replacement, rather than trying to convince the customer to keep the product.

Disclosing information about the product or service:

Salespeople may be tempted to withhold information about a product or service in order to make
a sale. However, this can lead to a loss of trust and damage to the customer relationship. To
counter this dilemma, salespeople should be transparent and provide all relevant information
about the product or service, including any potential drawbacks or limitations. For example, if a
product has a limited warranty, the salesperson should disclose this information to the customer.

Respecting the customer's boundaries

Salespeople may try to push customers to buy more than they need or can afford. To counter this
dilemma, salespeople should respect the customer's boundaries and only offer products or
services that are appropriate for their needs and budget. For example, if a customer is looking for
a basic product, the salesperson should not try to sell them a more expensive version.

Avoiding false or misleading advertising

Salespeople may be tempted to use false or misleading advertising to attract customers.

However, this can lead to a loss of trust and damage to the company's reputation. To counter this
dilemma, salespeople should only use truthful and accurate advertising, and avoid making false
claims or promises. For example, if a product has a certain feature, the salesperson should not
claim that it has additional features that it does not have.

In conclusion, salespeople face a variety of ethical dilemmas, but by prioritizing the customer's
needs, being transparent and honest, respecting the customer's boundaries, and avoiding false
advertising, they can overcome these dilemmas and build trust with their customers.
References:

1.Dave Kahle (2020) "Ethics in Sales: A Guide for Professionals" by the National Association of
Sales Professionals

2.Michael J Meyer, Thomas Shanks, Manuel Velasquez, Claire Andre(2017), Markkula Center
for applied ethics.

3. "Sales Ethics: The Moral Dimension of Selling" by the American Sales Institute

4. "The Ethical Salesperson: How to Sell with Integrity and Success" by the Sales and Marketing
Executives International.