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 Schmooze, bluster and attitude have been replaced by the cold, hard reality of questions like: What can you do for me?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.

Unfortunately, these tenets have become muddled in recent years by a fast-moving society that craves quick results and fast profits achieved with little effort. Home size and car brands are the latest barometers of self-worth. In many environments, they have replaced ethics, character and sacrifice. But it can't last and if the state of the economy is an indicator, the time of the shrewd, manipulative business-type is drawing to a close.

Businesses and people in general no longer want to deal with individuals they do not trust, no matter the promises. They want partners who understand their needs, respect deadlines, fulfill promises and work to cultivate and secure relationships.

As a result, the trend to earn a living in sales through a multitude of one-time, quick-hit deals has been replaced by the necessity to form long-lasting partnerships with companies and executives that yield a steady stream of sales over time. If nothing else, the past few years have demonstrated that unprincipled and dishonorable operations and operators cannot survive a down economy. Their efforts and services are the first to be dismissed without promise of further involvement.

So, sell with honor. Fulfill promises. Back up statements with actions. Be available. Respond quickly to questions and requests. Communicate regularly with truth and knowledge. Respect yourself and your client throughout the process. Walk away if any of this is undoable. Unfortunately, this is both simple and difficult at the same time. But, it is achievable with the process starting with the individual.

* Know what you sell. Are you selling price, quality or service? Price may get you in the door, but it is unlikely to keep you there. Quality and service are interdependent, but one must be at the forefront to establish your company's brand and worth on a long-term basis. Lexus sells quality. IBM sells service. Each may also be proficient in other areas, but both have become extremely successful from emphasizing these qualities.

* Know your company. Truthful sales begin with knowledge. Learn the strengths and weaknesses of your company. Meet with representatives of the various departments. Be aware of successes, failures, favorable reviews and complaints. Know the history of your company and how it has evolved for the better and worse.

* Know your clients. Be aware of your company's history with an account before you arrive. Review their Web site, sales material and annual report. Ask questions before, after and during meetings. Share information with colleagues. Also, target prospects carefully to make sure they have the need for your company's services and products.

* Stand for something. Be your own best product. Conduct business by saying what you believe. Confidence begins with truth. If you don't believe what you're saying, how will anyone else? Always remember, it can take hundreds of truths to start and maintain a mutually-rewarding partnership, but only one lie to damage the relationship forever.

* Walk away. Honor starts with being respectful and honest with one's self. Just like you should never lie or misrepresent yourself or your company for business, you should never accept abuse or unreasonable demands to win or retain an account. Is the money worth the misery? Can the time spent pleasing an overbearing, continually dissatisfied account be better used to cultivate new relationships? Decide and make a stand. Abusive business partners usually lose interest in their prey and are continually on the search for new victims in the short term anyway.

Just as greed and self-fulfillment permeated the 90s, honor, persistence and truth are among the likely new themes of the near future. Our nation is composed of too many hard-working and conscientious people who have lost patience and have no time for anything less.

David Farneti has been selling and training salespersons for nearly 30 years. He has personally closed sales that earned him anywhere from two dollars to two million dollars. David is currently writing a book dedicated to his experience and the importance of honor in the sales process.