Sales with honor: an ethical approach to successful business dealings.

Scandal. Fraud. Spin. Corporate greed is far from dead in this country, but it certainly has lost its luster. No longer are lies and misrepresentations deemed acceptable means to luxurious ends. Too many people--no matter their position or place in society--have been hurt by the falsehoods and

On the high end, lives have been ruined by the loss of savings and pensions. On the simpler side, many others are frustrated from years of false promises and the time spent waiting for goods, services and profits that never arrived.

As a result, the role of sales has never been harder. From widgets to gadgets, clocks to cars, service to software, long-time customers and prospects alike are viewing proposals with a discerning and skeptical eye. Today's buyer is jaded. The recession, plummeting stock market and loss of profits, job security, bonuses and benefits have placed buying decisions under more scrutiny than ever before.

The pressure is on corporate executives to make the right choice the first time. Their livelihoods depend on it. There is little margin for error in an environment that must persistently deal with sporadic cash flow and dwindling profit margins. Consequently, many seemingly tried and true selling techniques from the 90s have been rendered virtually ineffective. Schmooze, bluster and attitude have been replaced by the cold, hard reality of questions like: What can you do for me? How can you help me better than anyone else? How well do you know my business? What will it cost? How soon can you deliver? How do I know I can trust you?

To be successful, the answers to these questions can no longer be shrouded in gimmicks and rhetoric. The window of opportunity is too short and often times only presents itself once. Forget days or even minutes. The time to make an indelibly positive impression can now be measured in seconds.

Salespersons must approach each and every meeting with professionalism and courtesy. It is an honor for an executive to make the time to meet. Savvy is out. Respect is in. Don't pitch. Don't rely on best sellers for the latest sales techniques because prospects read them, too. Prepare, explain, listen, be honest and above all else sell with the same honor you are granted by the meeting.

Honor is not a new concept. The word has been around for centuries. It is synonymous with good reputation, integrity and the adherence of principles.