Why Ethical Behaviour is Key to Business Success | Jade Jemma

Why Ethical Behaviour is Key to Business Success

Why Ethical Behaviour is Key to Business Success

Written by Jade Jemma

Ethical people/sellers are those who recognise the difference between right and wrong and consistently strive to set an example of good conduct. In a business setting, ethical behaviour is behaviour that applies the principles of honesty and fairness to relationships with colleagues and customers.

How to Establish Ethical Behaviour in Sales

Ethical behaviour includes honesty, integrity, fairness and a variety of other positive traits. Those who have others’ interests in mind when they make decisions are displaying ethical behaviour. Here are 3 examples of ethical behaviour that you can start introducing in your business.

1. Selling With Integrity

The first point I want to talk to you about is selling with integrity. To me, selling with integrity is Rule One of sales, & I always bang on about it!  You should only sell to someone when you feel like the product or the service that you’re selling can actually help them. If you’re on a call with a potential customer or having any kind of discussion, and you don’t think that it will actually help them with what their needs are, yet you try and sell to them anyway, then it’s clear you want the money. That is not how we roll in Jade Jemma’s world!  

I know it’s difficult, especially when you’re new in business, because if you don’t make any sales then  you don’t have any income, but this is part of the process. You should not be in a situation where you can’t pay your bills and you can’t eat. If you’re new in your business, you should have a buffer of money, whether that’s from a job or somewhere else. This way you can build your business (or you need to quickly figure out how to do it) and then you don’t have to sell without integrity. 

Some people are concerned that they can’t guarantee that they will achieve that. Perhaps they get worried that they’ve had different clients before and they haven’t all got results, not 100% track record. Can they still sell their products or services?  

When it’s NOT your responsibility

Here’s an example. If you are a personal trainer, supporting clients with everything, telling them what to eat, giving them the right exercises, and they don’t do it, well there’s only so much you can do. It’s not your responsibility if they don’t do the work!  

You don’t have to have a background where 100% of everyone that worked with you always lost weight and always got results. However, you do have to know that it’s a possibility for them. If you know you could help them if X, Y, and Z are in place, then offer the sell. But if you don’t think that you can help, you should not make the offer, and not sell to them, or perhaps offer them an alternative service or business.

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 2. Offer After Sales Care 

The second point is our responsibility after the sale, such as an aftercare service. If you are selling a product, this could look like a series of automated messages, checking that the customer had received their product and was happy with their purchase. If you’re in a service-led industry, such as coaching, then make sure that the client knows that they have your support, that they’re not going through this process alone. 

The relationship doesn’t stop when we get paid. When someone gives you money for the thing that you’re selling, really, that’s just when it starts. You then have a responsibility to ensure that you are doing your best. This way, the customer not only gets an awesome experience, but also that they’ve got the best opportunity of getting the best results from what you’re selling.

Here’s an example of how this process looks for me, when I work with my private clients. They get access to me, on Zoom, we have calls, but there is also what I do for them. Such as I make their own project management timeline using Asana. If you’ve not heard of it, Asana is a project management system where I put everything in for them. It’s simple, easy to follow, we can use it for any notes from our calls, anything that’s going on, all the dates and points we need to address. The reason why I do this is because I know just having something like that, that’s visual and organised, it helps people stay on track and get things done. It improves the experience and ensures that you’re increasing the probability of people getting results.

I feel like in our industry, there’s a lot of focus on what sales you’ve made. It’s all about the top line revenue, but there’s not so much discussion around client wins and their results. You hear a lot about client results in people’s marketing because that’s what basically sells, but there are other elements that are important to look at – such as client happiness and retention.

3. Remain Honest, After All – Honesty is the Best Policy!

The final point I want to talk about is selling with honesty. Be an honest seller, be honest about the potential that’s available. If people work with you, being honest about your skills and your experience. 

When we do my marketing, we do make it seem more attractive, sex it up. That’s what marketing is and is absolutely fine. However, be mindful about saying things that just aren’t true. There’s a big difference between making up stories and sexing up your marketing. Be honest, instead of fabricating things in order to get people to buy from you. 


Now more than ever: Act with integrity!


I honestly believe if you can do these things; if you can care about the people that you’re selling to; if you can care about their results; if you can care about their experience and that you are being honest and transparent in your marketing and yourself; Well, it might seem like you’re growing slower than other people who are not selling in this way. But honestly, in the long run, you will come out on top because business journeys are long and it’s always best to sell with integrity, do things the right way. Remember that story about the hare and the tortoise.  

I really believe that if you demonstrate ethical behaviour in your business, you take care of people along the way (even if you feel like people are taking over you in the early days), you will definitely end up having a long term return on your investment of being a good person. And I truly, truly believe that.

And Remember!

Success isn’t just measured in the number sales. It’s also measured in customer satisfaction, customer retention & ongoing relationships with clients. It’s about helping customers to get results & supporting them on their journey.


If you would like to work with me to learn more about sales & creating a successful business, then get in touch via the website to Work With Me or join my online business community where you will get advice, support, feedback and become part of the most inspiring community of entrepreneurs.


Love and success, 

Jade *