If salespeople are harbouring an unethical attitude then it is our duty as sales professionals to identify them and ask them to find a different occupation. There is absolutely no room in our profession for someone who is unethical or immoral or who would knowingly do something illegal. In fact, in our association, if that happens you are banned from being a member of the association. People who find shortcuts, act unethically or immorally are simply not professional. Real sales professionals subscribe either consciously or unconsciously to the Ethics Triad - rooted in the trio of questions of "is it legal?" "is it moral?" "is it ethical?"

Is it legal? Are the actions you are considering, or the recommendation you are making conform to the laws of your community, your country, and the policies of your firm? If there is some question in your mind, then you owe it to yourself, your firm, and your customers to review what you are doing with senior management or legal council.

Is it moral? Is what you are doing fair to all parties involved? It is said that a person's character is measured by what they do when nobody is looking. In the harsh light of day, are you pursuing a course of action that you would be proud to have broadcast on the evening news in your hometown?

Is it ethical? The ethics of the medical profession are rooted in three simple, yet powerful words: do no harm. The ethics of the sales profession can be rooted in three equally simple, and powerful words: serve your customer. The true sales professionals seek to achieve his goals, through helping his customers achieve their goals. By subordinating his wants to the needs of the customer, the sales professional demonstrates his commitment to service, and inoculates himself against the twin demons of temptation and greed.

*Woody Allen once said that "there are worse things in life than death. Have you ever spent an evening with a salesman?" His comment might be a sarcastic hyperbole, yet it is indicative of the perception that many people have about salespeople. What should a salesman do so as to reverse the initial negativity that is related to this profession?

In order to stop feeling trampled on our disrespected as a profession, salespeople must understand that this is our own fault. Selling is quite possibly the world's oldest profession, yet the only globally accepted framework is just now emerging?. I challenge every single salesperson to understand "what the profession of selling is" - it's their professional responsibility. Only when all salespeople come together into the fold of "being professional" will the customers of the world begin to understand what we contribute to the global economy and to their ability to harness valuable solutions for their organization.

I do understand that this conversation has not existed before. By that I mean, when a student studies any new subject matter, their first objective is to understand an overview of the entire subject matter. When studying medicine, students first understand all the systems of the body, the different medical terms, and a high-level overview of the entire field before they ever operate on anyone. In effect, they learn "what" the field is and then learn the "how to" tactics associated with specific actions. Our professional challenge is to therefore ask ourselves what exactly does it mean to be a sales professional?

Looking at the sales profession within this context, I submit that to understand how to apply sales knowledge, one must first have an effective overview and framework of "what" our profession is and "how" it relates to other professions - including the purchasing profession and the marketing profession. In professional selling, we have mountains of knowledge built around "how to sell" but very little on "being a sales professional." Until there is a solid framework and understanding of "what" selling is inside our profession and outside our profession we will not receive any respect, nor do we deserve any respect.

I know these my be harsh words for some, but I have made it my life's work to understand what the sales profession is. Ask yourself how much time you have spent on this question. I think the best thing any salesperson can do to reverse the negative stereotype is to truly internalize what being a professional means. With this knowledge and confidence, we will begin to turn the tide of negativity. For starters, I had to understand the building blocks of what makes a profession a profession in the first place. My research has shown that there are five building blocks generally identified and common to all recognized professions.

These are:

1. A Unique Body of Knowledge: This encompasses concepts and principles that are unique to the profession and are documented so that they can be studied and learned through formal education. In most professions, the body of knowledge is taught in graduate or professional schools. This body of knowledge also has a common framework and language that all the professionals understand.

2. Standards of Entry: Defined minimum standards of entry into a profession imply progression in a career. Entry standards define the place from where a career path begins. All professionals must have an accepted route open to the public by which a person can become a recognized member of the profession.

3 A Code of Ethics: Ethical Standards, or a code of ethics, is common to most professions. Its purpose is to make explicit appropriate behavior and to provide a basis for self-policing of unethical behavior, thus avoiding or limiting the necessary legal controls.

4. Service Orientation to the Profession: The service orientation is actually an attitude of the members of the profession, an attribute by which members are committed to bettering the profession itself. Professionals will commit their money and energy to publishing their ideas and experience, attending conventions, and generally contributing to the body of knowledge and the administration of the profession.

5. A Sanctioning Organization: The authenticating body or sanctioning organization has many purposes. It sets the standard and acts as a self-policing agency. It promotes publications and exchange of ideas, encourages research, develops and administers certification programs, and sponsors and accredits education programs.