A study in Business Horizons magazine from Indiana University, found that customers increasingly base their buying decisions on whether they believe a company is ethical.
Cynicism promotes fickle buying habits.
A company's ethics and integrity are based on the relationship between the salesperson and the customer. One must consider the effect of one's decision on the company, the customer and on one's own integrity. This trust becomes the basis for not only your business, friendships as well. Trust is the basic building block of any relationship. Experience has proven that more time you spend in building solid trust-based relationships with your customers, the more loyal they become and consequently the better your bottom line.