Ethics and morality used to be used interchangeably in business. I don’t think this can or should be the current practice. Many companies, including the DSA – Direct Selling Association, have defined a Code of Ethics. That business ethic basically says to be forthcoming and not misleading, not to use false claims, etc.; pretty cut and dry stuff.
However, when it comes to business morality, some would argue that the definition is a bit subjective. But is it? Shouldn’t we all have a general sense of right and wrong? Or is it a question of what’s right for one independent sales consultant that would be taboo for another? If it’s not exactly illegal according to company policies and procedures, does that mean anything goes in independent sales?
It’s a dog eat dog world. Desperate times call for desperate measures. It’s a cutthroat economy out there. True or false? Let’s first take a look at what “ruthless sales” means.
According to a responder on Yahoo Answers: “If you work in a ‘cut-sell’ environment, it means that all reps are hungry, lazy, or greedy. They’ll ‘slit the throats’ of your customers/prospects the minute you turn your back on them.” The same respondent continued: “If you have the stomach for it, you can make a lot of money. If you have morals and ethics, you can have ulcers and stress, I did it.”
Newspaper headlines on November 26, 2008 read: “Ruthless Christmas: Stores in price-cutting frenzy as battle for shoppers turns desperate.
Most of us would agree that Cut Throat Sales is about much more than being enthusiastic and aggressive: it’s more about being desperate. But it works?
Some Direct Selling companies have a territory policy. I understand that independent Mary Kay Cosmetic Consultants should ask potential customers if they already have a Mary Kay Consultant. If so, they should back off. Other companies have a clause that says something like: No Territorial Restrictions: No exclusive territories are granted to anyone.
Take this scenario, for example: A consultant for a direct sales company has a screen set up at a local business to generate leads. A consultant from the same company also sponsors this business; see the screen; and still tries to infiltrate the business and make those customers and employees his own customers. Assuming there are no territorial restrictions, is this practice acceptable or not? What if the second consultant is from the same company but on a different team? Is that free enterprise or is it an immoral business practice? Does your answer change if both consultants are on the same team?
How about this second example? A consultant attends a family celebration and gives her direct sales products. Other guests admire the item; however, the consultant who gave the gift simply replies, “I’m glad you like it.” Then, within the confines of this same conversation, another guest, who is also a consultant for the same company, pulls out catalogs and begins a sales pitch in the middle of the family celebration, declaring, “Oh, I sell that too!” Morally wrong or all is fair is business? Does it matter if both consultants are on the same team?
Here’s my take on these two situations: Take what you want and throw away the rest: Both are wrong, regardless of whether the consultants are on the same team or not, but it makes it even more immoral if they’re on the same team. same team In the first situation, if the second consultant did not think to request an exhibition first, then they should move on to another business. There are plenty of tracks to spin around without needing to get your throat slit about it.
In the second scenario, I am shocked and disgusted that someone even looked down on the first consultant who silently gave the item as a gift. The second consultant did nothing but create discomfort and make herself look like a real buffoon. The second consultant will self-destruct with those kinds of desperate cut sales tactics. It doesn’t work and it’s just wrong.
Here’s the rub: Anyone who doesn’t view these two examples above as business immorality is likely to engage in such activities. He or she likely sees ruthless selling as the only way to succeed. My bet is that if there are temporary blockbusters in this type of behavior, it’s short-lived and the perpetrators will have to continually move from company to company once the bridges burn and the self-implosion ends.
To those people, I wish the best; you’re going to need it. To those independent direct selling consultants who see something fundamentally wrong with this type of activity, try not to let the choices of others consume you and rob you of your joy. Please continue to run your business with authenticity and integrity – you will soar with eagles!