Unit 2 Activities

Time Advisory
Completing this unit should take approximately 3.5 hours:
  • Subunit 2.1: 1 hour
  • Subunit 2.2: 0.5 hours
  • Subunit 2.3: 2 hours  
Learning Outcomes
Upon successful completion of this unit, you will be able to:
  • explain how ethics function in professional sales;
  • recognize issues typically found in professional codes of ethics;
  • recognize examples of unethical behavior in sales; and
  • explain the roles of trust and ethics in relationship maintenance.


2.1 Ethics and Trust in Communication

Reading: Stand Up, Speak Out: The Practice and Ethics of Public Speaking: "Section 2.2: Ethics in Public Speaking” (PDF)

Instructions: This section provides specific guidance on how to ensure that you are not unknowingly misleading your audience. It also touches on the importance of ethical communication and the long-term consequences of violating the audience's trust in you.

Reading this section and taking notes should take approximately 1 hour.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


2.2 Professional Sales Ethics

Lecture: Bill Caskey and Bryan Neale's The Advanced Selling Podcast: "Professionalism in the Sales Ranks. Are You There?” (HTML)

Instructions: In this podcast, moderators Bill Caskey and Bryan Neale discuss characteristics of professionalism in sales. Caskey and Neale are the regular moderators of the podcast, and they have extensive professional sales backgrounds. You can skip through the first four minutes of the podcast as the promotional information is not essential to this course.

Listening to this podcast and taking notes should take approximately 30 minutes.

Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.


2.3 Relationship Management

Lecture: Michelle Tillis Lederman's "How Being Likable Helps You Win Sales” (HTML)

Instructions: This podcast features Michelle Tillis Lederman, author of The 11 Laws of Likeability. Lederman explains how being likable relates to stronger relationships and success in the sales arena. Ask yourself which of these laws you might be able to use for yourself.

Listening to this podcast and taking notes should take approximately 30 minutes.

Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.


Reading: International Journal of Marketing Studies: Laith Alrubaiee's "Exploring the Relationship between Ethical Sales Behavior, Relationship Quality, and Customer Loyalty” (HTML)

Instructions: This journal article explores the connections between ethical sales behavior, relationships, and customer loyalty. Ethics in the sales profession is essential to long-term success. As you read this article, consider yourself in a sales career for five or more years and how an ethical approach to the business would serve your professional growth.

Reading this article and taking notes should take approximately 1 hour and 30 minutes.

Terms of Use: This resource is licensed under a Creative Commons Attribution 3.0 Unported License. It is attributed to Laith Alrubaiee, and the original version can be found here.


2.4 Unit 2 Summary

Regardless of the sales position you enter, your credibility will be integral to your success and longevity. A sales professional must be able to establish and maintain positive relationships with clients. These relationships can be challenging because of the element of persuasion inherent within the interactions. Persuasive attempts can more easily be made, and relationships maintained, when trust and credibility are present.

Last modified: Monday, 4 February 2019, 11:45 PM