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Selling involves exchanging goods or services for money in most cases to earn a profit. Therefore, in order for an individual to sustain profits in the long run period or have a successful business career in selling, high levels of discipline must be observed. Discipline, takes different shapes, for instance keeping confidential information of the buyer and timely delivery of services. Therefore, if discipline is observed by the seller, it would demonstrate good ethical behavior and failure to do so will amount to unethical behavior in selling. Ethical behavior among marketers include; sincerity, privacy and disclosure, objectivity and impartiality, responsibility and sense of duty, avoidance of conflict of interest. Demonstrating good ethical behavior cultivates confidence and trust among the buyers of a given service and as a result, sale would rise, profits would be maximized, the market share of the company would increase and miscellaneous cost reduce. Despite the fact that Marketers should be aggressive in their bid to have more clients, they should not employ dubious means such as obtaining clients personal information without their consent or trickery in a bid to win clients. For example, obtaining an individual’s cell phone number from another source and then contacting him or her concerning your products is purely unethical and would discredit the company.
Exercising ethical behaviors, results into excellent corporate image of a company that will culminate into more client joining the company resulting into greater profits. This is as a result of public confidence in the business. Ethical behavior therefore develops economic freedoms which result into economic efficiency hence economic and social gains for example, CareerBuilder.com website which helped link job seekers with their prospective employers. However, unethical behavior such as revealing personal information of clients to a third party without their consent would result into a civil suit against the company which when proven guilty of offense will result to various consequences among them payment of damage to the compliant. This would be further costly when other clients beginning pulling out of the company due to poor public image of the said company. As for the case against Monster, due to the unethical behavior of one of its employees, it stand to lose contract with other supporting companies, lose it market share and decline in it’s profits due to lack of trust fro the clients who would be tempted to pull out the company. If that is not enough, there are various legal implications that would further cripple the company, for example payment of damages cost and being barred from offering service to the public.
Lessons drawn from the article is that every company should have a clear code of conduct. This is the right thing to do because of its legal benefits. For instance, a company risk less if an employee commits a criminal or civil problem when the company has well written, published and enforced code of conduct. However, top level management should be the first to exhibit and maintain a firm ground on ethical selling thereby demonstrating a good example to the juniors who would follow suit. It is worthwhile noting that, juniors emulates their seniors therefore any unethical conduct by a senior will automatically be passed down and the end result would be negative corporate image of the company. Secondly, softwares prohibiting external users from accessing a company’s information should be developed and adopted by all companies holding personal information of their clients. This information should be bestowed to only one top level manager in that department and would be fully responsible for any information leak. Thirdly, I have discovered that most of the marketing companies, especially those that offer services online do not have enough privacy measures on individuals personal information and most of the use trickery to lure clients into their companies.
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