SALES ETHICS: CAVEAT EMPTOR OR VENDOR?

This essay discusses who is responsible for ethical sales in business to consumer (B2C) and business to business (B2B) transactions. It argues that in B2C sales the consumer is responsible for their own ethical treatment by salespeople and the company they are doing business with. Inversely, in B2B sales, it is the sales managers and the company offering goods or services to maintain an ethical culture in their sales force. For most people buying a new cellular phone is a simple process. It doesn’t matter if they are innovators, laggards, or somewhere in between, the buying is usually done at a brick and mortar store and assisted by a salesperson. The purchase of this new technology is almost ritual: one picks out a phone, the salesperson activates it, probably transfers some data from the old device to the new one, shows one the basics of operation, asks if there are any questions, presents the cost of the device, one agrees to a payment method, and then leave to learn and enjoy the new phone. No muss, no fuss, everyone is happy, the customer has a new phone and the salesperson made a commission. So why is buying an automobile, furniture, or an appliance such a stressful and dreaded experience?