The Ethics of Sales: Beyond Persuasion to a Moral Imperative

In my last piece, I walked you through my fascinating journey with Bluegreen Resorts and Choice Hotels—a journey that started with a cold call and ended with me walking away having purchased a one-year sample of their timeshare program. Their sales process was impeccable, layered with strategic elements that spanned from the power of reciprocity to the art of scarcity. However, the experience left me pondering deeper questions about the ethics of sales. Specifically, what is the moral obligation of sales professionals to ensure that a customer actually wants, desires, and needs your solution, rather than just being manipulated into making a decision?

The Double-Edged Sword of Persuasion

Persuasion is at the heart of any sales strategy; it’s what transforms a cold lead into a hot one, a prospect into a client. And while I admire the tactical brilliance that went into the sales process I experienced, I also recognize that persuasion can be a double-edged sword. Yes, it can help close a deal, but if overdone or used irresponsibly, it can also leave clients feeling trapped in decisions they never genuinely wanted to make.

The Long-Term View: Referrals and Customer Satisfaction

Ask any seasoned sales professional, and they’ll tell you that the real money isn’t just in the initial sale; it’s in the referrals and repeat business that comes from a satisfied customer. And that’s the loophole when you use high-pressure tactics or manipulative techniques to close a deal—you might secure that initial sale, but you’re jeopardizing long-term gains. A customer who feels manipulated or pressured into making a decision is less likely to refer others to your business, and almost certain not to become a repeat customer. This is especially true in the timeshare industry, which has a long history of using pressure tactics, leaving many customers questioning their purchase for years.

Ethics and Morality in Sales

When the dust settles and the commission checks are cashed, sales professionals have an ethical responsibility to their clients. The core of this responsibility is ensuring that the client actually needs, wants, and will benefit from the product or service being offered. This goes beyond the question of ‘Can they afford it?’ to ‘Should they afford it?’

A client who feels genuinely served rather than manipulated will become your greatest advocate. They will be the ones to bring in new clients through powerful word-of-mouth referrals and likely become a repeat customer themselves.

Practical Steps for Ethical Selling

  1. Needs Assessment: Always start by thoroughly assessing the needs of the client. Don’t assume; instead, ask pointed questions that help you understand what they are really looking for.
  2. Transparency: Be open about what your product or service can and cannot do. Don’t embellish or omit information that could influence the client’s decision.
  3. Post-sale Follow-up: Always check in post-sale to ensure the client is satisfied. This is not only good customer service but also an ethical responsibility to ensure they are happy with their decision.
  4. No High-pressure Tactics: Remove the pressure elements from your sales process. Instead, create an environment where the customer feels empowered to make their own decision.


While the sales strategies I encountered were impressive, they also brought into sharp focus the delicate balance that exists between persuasion and ethical responsibility in the field of sales. As sales professionals, our job is not merely to sell but to serve. We are not just chasing the next commission check; we are building relationships that can last a lifetime.

In the end, our reputation—and by extension, our long-term success—is built on the satisfaction of our clients. So, before you employ that next killer sales tactic, take a moment to consider your ethical responsibilities. It’s not just the right thing to do; it’s also the smartest long-term business move you can make.