Marketing with Morals

I can’t tell you how many times I’ve heard a joke with “ethics” and “sales” in its punch line.  Just as lawyers and journalists are taunted for their willingness to sell their souls in return for a winning settlement or confidential source, salespeople often find themselves demonized for their overzealous, bottom-line tendencies.

In the wake of such scandals as Enron and Tyco, I wonder whether or not there is a little truth to this joke: “The Devil tells a salesperson, ‘Look, I can make you richer, more famous, and more successful—but you have to sell me the souls of all your future descendents.  The salesperson replies, "What's the catch?"

What would happen if managers made a conscious effort to emphasize morality and ethics in the dealings of running a business?  What if, instead of always looking for that cushy, black, bottom line, salespeople sold for the customers and the greater good of their clients?  Many companies claim to do this but do they practice what they preach?

There are a number of new books out on the market that address these same questions.  Check them out in this New York Times article (may require sign-in or purchase).

While some of you may be shaking your heads, saying that the rule of business is to make a profit, I ask you this: What could generate more business than a singing reputation as the company that cares?

Comments

[Will Dettmering]

Trust me. I worked for the world's largest corporation and they had the loftiest morality code ever written. However, in the day-to-day activities, the management and higherarchy screwed customers & stock holders alike.

When I continued my challege to these practices I was ostriciszed as "not being a team player."

But, my superior performance kept me off of the imediate firing line. They continued an onslaught of barriers, problems, smear campainges and personal attacks to try to get me to quit.

Finally, they fired me with a series of "trumped up" excuses. When I would not except their payment for signing a "voluntary separation" agreement, they called my wife and harrassed her.

It was a bitter lesson learned. But, I am a much happier and wiser person. The company is nearing bancrupcy.

[Scott Hornstein]

I think there are 3 levels of scrutiny for any decision - does it make business sense? Is it ethical? Is it moral? Too often we settle too easily

[Corris]

On the list mentioned above are two of my favorites, including "Freakonomics" and "Who Moved My Cheese?" I plan to read "The World Is Flat" this summer. Has anyone read it? What do you think?