The problem now lies on our yardstick or the standard that we use in measuring what is acceptable as ethical. Surely, legal measures are not viable in setting an ethical standard. Though, sales conduct is often regulated by government acts like the Clayton Antitrust Act with its associated and Robinson-Patman Amendment Federal Trade Commission Act with its associated Wheeler-Lea Amendment. Often, a lot of sales practices are considered legal yet unethical. An example of this is when a sales rep treats his prospective buyer to lunch and wins the contract by proposing a drink of alcoholic liquor after it. This is tolerable in the basis of legality yet, this is an unethical sales conduct.
Sales ethics captures idea of the "golden rule," that is an action is considered ethical if you want somebody to do the same thing that you do to them. This is very reasonable as nobody will allow a salesperson to take advantage of him/her. Of course, all of us would want to be fully informed about the products we are considering to purchase.
Next, sales ethics is present a salesperson is willing to publicly inform his conduct to the society. This is logical as anybody would be hesitant in notifying the public of any flaw in his transactions and business dealings with customer. ...