Exaggerates Least?

In the field of sales management, the "least exaggerated" member

(least exaggerates the truth) is often referred to as:
 Data Analyst: This person focuses on metrics and objective
information to evaluate sales performance and make decisions. They
rely on reports, market analysis and customer data to make
accurate forecasts and strategies.
 Rule follower: This member always follows the company's rules,
ethics, and policies. They do not make unfulfilled promises or
commitments to customers.
There are 4 groups of people with the least magnification:
+ Professional sales staff
+ Missionary
+ Politician
+ Professor
And one of the studies and surveys asks people about their own
knowledge, skills and abilities
For example:
 Salesperson A reports that they can sell 100 products next month.
 Data analyst B examines data on past sales and market trends,
then predicts that A may sell about 80 products in the next month.
In this case, data analyst B "exaggerated the least" because they relied
on objective data and analysis rather than on salesperson A's subjective
estimates.

Ethical approaches include eight ways:

+ Golden Rules
+Convensationalist
+Protestant Ethic
+Market Imperative Approach
+Libertine Ethic
+Utilitarian Ethic

1. Golden Rules
The Golden Rule is best known for its location in the seventh chapter of
the Gospel of Matthew in the Bible. “Do unto others whatever you
would have them do unto you.” Most other religions, from Hinduism to
Islam, also include a variation of this moral principle in their scriptures.
Then we can be sure that the golden rule is the absolute truth.
The golden rule can be used in many forms, but three stand out above
the rest:
 Promoting positive behavior : By treating people in a positive way,
such as offering to help or inviting out to dinner, you are also
 promoting the same behavior being shown back to you. This is the
easiest way to apply the golden rule – be good, be good.
 Prevent negative behavior : By not treating people in a negative
way, such as gossip or slander, you are also preventing the same
behavior from happening to you. This is the most difficult form of
the golden rule, as peer pressure and groupthink can have negative
effects.
 Encourage empathic behavior : You don't necessarily need
interaction to practice this form of the golden rule. Just by having
positive thoughts about others, wishing someone luck or
sympathizing with someone else's difficulties, you at the same time
expect your teammates to do the same.

Here are three inspirational quotes that will help you continue to apply
the golden rule in your daily sales activities:

 Steve Lander : “The golden rule salesperson focuses on one thing:

doing the right thing for the customer. This focus on the customer's
needs replaces the salesperson's desire for income or ego
gratification. “
 Tony Morris : “ People buy from people… People buy from people
who are like them. This reinforces my point that people are
attracted to people who are similar to themselves and feel more
comfortable interacting with people who have very similar
behavioral characteristics to themselves. “
 Brian Tracy: “Sell to others as you would like them to sell to you.
Successful sales professionals use the golden rule to sell with the
same honesty, integrity, understanding, empathy and thoughtfulness
that they would want someone to apply when selling to them. “
For example: Fashion store sales staff spend time chatting with
customers to understand their style and preferences, then advise on the
most suitable outfits.

II. The Conventionalist Approach

The Traditional Approach to Ethics in Sales Management is one of the
main perspectives on ethics in sales management. This approach
emphasizes compliance with socially recognized rules, laws, and ethical
standards. And below are the 5 rules of traditional approach to ethics:
1. Comply with the law:
Salespeople and businesses need to comply with all laws and
regulations related to sales activities, including advertising laws,
competition laws, consumer protection laws, etc. Violating the law not
only affects a business's reputation but can also result in serious
penalties.
2. Honesty and transparency:
Salespeople are responsible for providing accurate and complete
information about products or services to customers. Do not exaggerate
product features, hide defects, or make promises that cannot be kept.
Being honest and transparent helps build customer trust and create
long-term relationships.
3. Respect customers:
Salespeople need to treat customers politely, professionally and
respectfully. Listen carefully to customers' needs, answer questions
enthusiastically and do not discriminate against customers.
Respecting customers helps create a positive buying experience and
encourages customers to return.
4. Healthy competition:
Businesses need to compete with other competitors in a healthy way,
not using unfair competition tactics such as spreading false information,
defaming competitors, etc. Healthy competition helps ensure fairness
and sustainable development of the market.
5. Social responsibility:
Businesses not only care about profits but also need to care about the
social impact of business activities. Sell products or services that are
safe, environmentally friendly, and comply with labor standards.
Implementing social responsibility helps businesses build a positive
image and create sustainable value for the community.

Example of a standard approach to sales management in

Vietnam:

 Compliance with Competition Laws: Sales managers ensure sales

staff do not engage in unfair competitive practices.
 Compliance with Consumer Protection Laws: Sales managers
ensure sales staff provide accurate, complete information about
products or services, without misleading or concealing important
information.
 Follow industry rules: For example, in the pharmaceutical
industry, salespeople may not advertise drugs in a way that
exaggerates their effects or promises a cure.
 Building an ethical corporate culture: Enterprises have clear
policies on business ethics, regularly train employees on sales ethics
and build a corporate culture that promotes honesty and
transparency.
The Market Imperative
Market determinants refer to the importance of sales management activities
being consistent with market realities and needs. In other words, a business's
sales strategy and sales activities must reflect what the market is doing to be
effective. Today, in the context of increasingly fierce market competition and
increasingly intelligent customers, market determinants play a more important
role than ever in the success of sales activities. The decisive factor of the
market is a prerequisite in sales management:

 The market is constantly changing: The modern business environment is

always changing, with the emergence of new technologies, new
competitors and new customer purchasing behaviors. Businesses need to
regularly update about these changes to adjust their sales strategies
accordingly.
 Customer centricity: Today, customers have more choices than ever and
are in control of their purchasing journey. Businesses need to focus on
satisfying customers' needs and wants to win and retain them.
 Fierce competition: The market is becoming more and more competitive,
forcing businesses to differentiate themselves and provide superior value
to customers to stand firm.
For example
A smartphone manufacturing company noticed that customer demand for 5G
smartphones is increasing. To align with market determinants, this company
needs to:
 Market research to better understand customer needs and desires for 5G
smartphones.
 Develop products that meet those needs, such as faster speeds, larger
battery capacities, and other advanced features.
 Adjust your marketing and sales strategy to target customers looking for
5G smartphones and communicate the benefits of your products
effectively.

Protestant Ethic
Max Weber's Protestant Ethic and the Spirit of Capitalism is a study of the
relationship between ascetic Protestant ethics and the spiritual emergence of
modern capitalism. Weber argued that the religious ideas of groups such as
the Calvinists played a role in creating the capitalist spirit.
The Protestant work ethic, also known as the Calvinist work ethic or the
Puritan work ethic, is a work ethic concept in sociology, economics, and
history. history . It emphasizes that diligence, discipline, and frugality result
from one's adherence to the values espoused by the Protestant faith,
especially Calvinism. It was coined in 1905 by the pioneering sociologist Max
Weber in his book The Protestant Ethic and the Spirit of Capitalism. Weber
asserted that Protestant values and ethics, along with Calvinist doctrines of
asceticism and predestination, created the conditions for the rise and spread
of capitalism. Weber once wrote that: “One of the constituent parts of the
modern capitalist spirit, that is, the rational way of life based on the Beruf
idea, was derived from the spirit of Christian asceticism – that That is what
our presentations seek to demonstrate.”
For example:
Salespeople of an insurance company should not (exaggerate) the benefits of
the product to attract customers. Instead, they should provide complete and
accurate information about the product so customers can make informed
decisions.

The Libertine Ethic

Libertarian ethics in sales management: A risky approach
The laissez-faire ethic of sales management is a controversial approach that
emphasizes personal freedom and minimal intervention in the sales process.
Essentially, it proposes that salespeople should be free to use any tactic they
deem necessary to close the sale, as long as it does not directly harm the
customer (in terms of physical or legal).
Key characteristics of the libertine ethic:
 Focus on results: This approach prioritizes achieving sales goals above
all else, regardless of the method used.
 Limited regulations and supervision: Salespeople are given considerable
autonomy in their approach, with minimal ethical guidelines or supervision
from management.
 Emphasis on individual skills: Responsibility for ethical behavior lies
solely with the individual salesperson, with little emphasis on building an
ethical culture within the organization.
Potential problems with liberal ethics:
 Unethical behavior: Lack of clear boundaries and oversight can lead to
deceptive practices, manipulation, and aggressive sales tactics.
 Damaged customer relationships: Unethical behavior can erode
customer trust and damage an organization's reputation.
 Legal Issues: Sales tactics that cross legal boundaries can lead to
lawsuits, fines, and even criminal charges.
 Unsustainable success: While some salespeople may achieve short-term
success by using unethical tactics, such practices often alienate customers
and create an image of negative branding, leading to long-term problems.
 Laissez-faire ethics are often considered unethical and harmful in most
business contexts. Most organizations choose other approaches that
emphasize ethical behavior, build trust with customers, and foster long-
term relationships.
For example, sales managers may encourage their team to exaggerate the
benefits of the product or downplay the potential risks to close deals quickly,
regardless of their accuracy. This prioritizes individual sales goals over
honesty and transparency, potentially damaging customer trust and brand
reputation.

The Utilitarian Ethic

Utilitarianism is an ethical theory that holds that the right action is the action
that brings the greatest benefit to the greatest number of people. In sales
management, applying pragmatism can cause controversy, because it can
lead to conflicting situations between the interests of the business and the
interests of customers. However, if done thoughtfully and responsibly,
pragmatism can still benefit both businesses and customers.
Businesses need to carefully consider the severity of side effects, the
possibility of prevention, and the number of people who can benefit from the
drug. If the benefits outweigh the harms, then according to utilitarianism, the
production and sale of drugs can be considered the right action.
For example:
A pharmaceutical company is developing a new drug that has the potential to
significantly improve the quality of life for patients. However, this medication
has potential side effects.
According to utilitarianism, the decision to produce and sell will depend on a
comparison of benefits and harms:
 Benefits: Medicines can help significantly improve the health of many
people.
 Harmful effects: Potential side effects may pose risks for some patients.

** K: Làm rõ định nghĩa của 6 cách tiếp cận, nêu

ngắn gọn. Trình bày rõ lại pros và cons. Có ví dụ cụ
thể
** T: Ví dụ minh họa cụ thể, có số liệu.