Sri Lanka, March 17 -- Author and international sales expert Patrick Ellis, in his famous book titled 'Who Dares Sells', describes professional selling as a war played out on the business battlefield. According to him, a salesman is a trained marksman who shoots with precision and accuracy in the battle of business competition.Selling is considered the lifeblood of an organisation's growth. Nevertheless, if the sales staff of an organisation does not adhere to ethical principles at every step of the sale, they will generate a negative long-term impression and perish.

Sales ethics refers to behaviour of salesmen that ensure that every lead, prospect, and customer is treated with respect, fairness, honesty, and integrity throughout the ent...