Devil's Advocate Do your sales reps know how far is too far when it comes to landing that sale?

If you trust in the karmic surety that what's done in thislife will surely be repaid in future incarnations--whether byhealth or horror--you may agree that many of the business leadersover the past few years will be returning to this earth as entitiesapproximating roach excrement. Some CEOs and their minions haveshown, through dubious accounting practices and out-and-outthievery, that they believe ethics in commerce to be purelyoptional.

Ethics in sales may not be the quickest route tosuccess--cutting corners is almost always a more expeditious, ifshort-lived, route to riches. But in addition to the morality ofadhering to ethical business practices, entrepreneurs know thatselling with a conscience makes good balance-sheet sense over time.Here are a few reasons to encourage your sales force to behavehonorably in a frequently shameful world:

Reputation rules. Every business owner understandsthat an impaired reputation is death to trade. Selling ethicallytranslates into treating customers, suppliers and employees withintegrity. Shel Horowitz is the author of Grassroots Marketing:Getting Noticed in a Noisy World (Chelsea Green) and iscurrently writing a book on ethical marketing. Horowitz believesthat even your competitors should be extended the courtesy of anhonest attitude. "Working together is going to accomplish morethan fighting, and it helps businesses build long-term loyalty andreferrals." Duplicity, adds Horowitz, "will not onlyprevent further sales but may trash your reputation."

Reps are your brand's emissaries. If asalesperson crosses the ethical line--whether by low-balling aprice or making unrealizable promises--the client will not trustyour product or service in the future. "Sellers are the brandambassadors of a company--sometimes the only contact the buyer haswith the company," says Sharon Drew Morgen, CEO of DecisionConnection Inc., a sales training company in Austin, Texas. Ifthe buyer cannot trust a rep, she cannot trust your company.

Cynicism is nipped in the bud. Having been burned bycompanies ranging from telecommunications to financial services,consumers are warier than ever. Working with clients in anaboveboard way helps you surpass less trustworthy competitors andmake your company a safe place to do business. Since buyers cravecomfort, when you create an ethical sales environment, you create abuying haven for consumers.

Repeat customers are a bargain. Smart entrepreneursknow that honorable and ethical business practices not only boostyour reputation, but also act as affordable advertising vehicles. Acompany with a reputation for ethical behavior will almost alwayssee long-term sales gains.

A culture that rewards doing the right thing is good forbusiness. Dell Computer, for instance, encourages its employeesto report integrity lapses. Dell's program was created to sethigh standards for employee conduct and give employees a forum toreport suspected unethical behavior. Dell monitors standards anddisciplines employees found to be in violation.

In establishing your own ethics parameters, be clear about whichbehaviors are acceptable and which cross the line, and then holdyour employees accountable. In fighting the good fight, there willbe times when you'll need to discipline, or even fire, anemployee.

You must practice what you preach. Keep tabs on youremployees by investigating credible ethics violations claims fromco-workers and customers. The problem may be easily correctable byorganizing a sit-down with the employee and taking time toreiterate company ethics policies. By requiring reps to sell withclass, you'll prove to your staff you do more than justlip-sync empty dogmas about values.

Kimberly L. Mcall is president of McCall Media &Marketing Inc. (www.marketingangel.com), a business communicationscompany in Durham, Maine.