York: McGraw‐Hill.13 10 Dixon, Matthew and Adamson, Brent . 2011. The Challenger Sale: Taking Control of the Customer Conversation . New York: Portfolio/Penguin.
14 11 Ibid.
15 12 Ibid.
16 13 Pink, Daniel . 2012. To Sell Is Human: The Surprising Truth About Moving Others . New York: Riverhead Books.
17 14 Hari, Johann . 2018. Lost Connections: Uncovering the Real Causes of Depression – and the Unexpected Solutions . New York: Bloomsbury.
18 15 McCurdy, Bob. 2018. “What’s your purpose?” Retrieved from https://radioink.com/2018/02/18/whats‐your‐purpose.
19 16 Blanchard, Ken and Bowles, Sheldon . 1993. Raving Fans . New York: William Morrow.
20 17 www.groupm.com.
21 18 Levitt, Theodore . 1983. The Marketing Imagination . New York: Free Press.
22 19 McCurdy, Bob. “An educated client is a more valuable Client.” Retrieved from https://radioink.com/2018/07/15/blog‐an‐educated‐client‐is‐a‐more‐valuable‐client.
23 20 Agrawal, Ajay , Gans, Joshua , and Goldfarb, Avi . 2018. Prediction Machines: The Simple Economics of Artificial Intelligence . Boston, MA: Harvard Business School Press.
24 21 Ibid.
25 22 Achor, Shawn, Reece, Andrew, Kellerman, Gabriella Rosen, and Robichaux, Alexi. 2018. “9 out of 10 people are willing to earn less money to do more‐meaningful work.” Retrieved from https://hbr.org/2018/11/9‐out‐of‐10‐people‐are‐willing‐to‐earn‐less‐money‐to‐do‐more‐meaningful‐work.
26 23 Goler, Lori, Gale, Janelle, Harrington, Brynn, and Grant, Adam. 2018. “The three things employees want: Career, community, cause.” Retrieved from https://hbr.org/2018/02/people‐want‐3‐things‐from‐work‐but‐most‐companies‐are‐built‐around‐only‐one.
27 24 “2017 Ad‐to‐sales ratios.” Retrieved from http://mediaselling.us/2017Ad‐Sales‐Ratio.pdf.
28 25 Stewart, Tom and O’Connell, Patricia . 2016. Woo, Wow, and Win: Service Design, Strategy, and the Art Of Customer Delight . New York: Harper Collins.
29 26 Denning, Steve . 2010. The Leader’s Guide to Radical Management: Reinventing the Workplace for the 21st Century . New York: Jossey‐Bass.
30 27 Yohn, Denise Lee. 2016. “The best salespeople do what the best brands do.” Harvard Business Review. Retrieved from https://hbr.org/2016/08/the‐best‐salespeople‐do‐what‐the‐best‐brands‐do.
31 28 Ibid.
32 29 DeBruicker, F. Stewart and Summe, Gregory L. 1985. “Make sure your customers keep coming back.” Harvard Business Review, January–February.
33 30 www.xaxis.com.
3 Sales Ethics and Transparency
Charles Warner
Sales Ethics in the Advertising‐Supported Media
Why Are Ethics and Rules Important?
Five Ethical Responsibilities for Media Salespeople
The Sales Executive Council (SEC) is a private membership‐based research consortium serving approximately 300 of the world’s largest sales organizations, including IBM, Coca‐Cola, GE, McGraw‐Hill, Microsoft, and the Walt Disney Company. The SEC is a division of the Corporate Executive Board and its mission is to assist executives in enhancing the effectiveness of their sales strategy and operations, from sales productivity and strategic account management to sales training and compensation. The SEC’s primary tool is conducting research on sales problems its members face and producing case studies of best practices that companies use to solve these problems.
One of the SEC’s reports dealt with sales force retention and motivation. In one survey that was a part of this report, it asked 2,500 senior sales executives in major industries worldwide to rank the attributes, from most important to least important, that they felt were necessary to be successful as a salesperson and as a sales manager.1
The most important attribute, by far (63 percent inclusion versus 50 percent inclusion for the second ranked attribute) was honesty/integrity.2
In 2016, Dr. Sunnie Giles, an organizational scientist and President of the Quantum Leadership Group surveyed 195 leaders in 15 countries in over 30 global organizations. Survey participants were asked to choose the 15 top leadership competencies from a list of 74. The number one competency, rated by 67 percent of the leaders, was “high ethical and moral
