Ethical Marketing: 5 Examples of Companies with a Conscience | WordStream
Keywords: CSR, stakeholder, interaction, supplier relationships, retail industry . “Supply Chain Management and Retailer Performance: Emerging Trends, Issues, Ending up as the one singled out, as the bad guy, on the news bill was not a .. its relationships with secondary stakeholders to build a systematic approach. many press and magazine articles on the topic of “ethical chic”. a positive relationship emerged when ﬁnancial performance was lagged. However, moti vations (Friedman, ) or marketing-led image building (Entine, ). Yet. a prima. Sales representatives must also develop quality relationships with as unethical behavior, particularly if it distorts sales performance for the.
Founded in by Michael Preysman, Everlane is boldly committed to ethical manufacturing. This includes details on the cost of materials, labor, transportation and logistics, excise taxes and duties, and even hardware such as zippers and buttons. Typically, the production costs of most commercially produced clothing are a closely guarded secret. By boldly revealing precisely how much each of its garments costs to make, Everlane can offer its customers the kind of transparency consumers want while enjoying the considerable karma this kind of radical transparency offers.
Ethical Marketing Example 3: Image via Mother Jones In the years since the cage incident, David Bronner has been extremely active in many areas of social and environmental justice, including the fight for greater oversight into the labeling of products that include genetically modified ingredients. The company is committed to several tangible objectives, including raising awareness of crucial environmental and social justice issues, the use of USDA-certified fair-trade ingredients whenever possible, and to equitable compensation structures that limit executive pay to five times that of lower-level employees.
Ethical Marketing Example 4: Image via Global Agriculture To that end, many companies are seeking to improve conditions for coffee farmers and producers around the world, and one of the best is Conscious Coffees.
Headquartered in Boulder, Colorado, Conscious Coffees was founded in by Mark and Melissa Glenn, who later sold the business to current owner Craig Lamberty earlier this year. Since its founding, Conscious Coffees has worked tirelessly to improve its production pipelines to benefit growers, farmers, and suppliers across South America.
Conscious Coffees-affiliated growers preparing coffee beans. Image via Conscious Coffees. In addition to its strong commitment to ethical production processes and fair-trade commerce, Conscious Coffees engages in a wide range of community outreach initiatives. Its CAFE Livelihoods Program empowers people in El Salvador, Guatemala, Mexico, and Nicaragua to own and operate their own coffee businesses through training workshops and ongoing guidance and support.
The company regularly donates coffee to the local Community Cycles programa project run by cycling enthusiasts from across the Boulder region who help other cyclists with repairs, maintenance, and refurbishment of old and used bicycles. Sometimes it is possible to get the information by phone or e-mail during the meeting but, if not, the representative should give the customer a date and time when he or she will provide the information.
Make Competitive Comparisons Fairly Making competitive comparisons is an integral and important part of the sales process. However, criticizing the competition unfairly can be seen as unethical. Although sales representatives should believe in the quality and superiority of their own products, it pays to be honest about competitive products.
Give Honest Advice Customers should also be able to trust the advice and recommendations they are given. If a sales representative believes that your product or service is not the right solution for the customer's problem, he or she should say so and not try to get a sale at all costs.
Giving a customer false or prejudiced information can quickly destroy trust. It can be difficult for a sales representative to lose a sale, but when a customer knows the representative is willing to sacrifice an immediate sale to maintain integrity, that strengthens your reputation and the future relationship. Understand Customers' Needs and Expectations The key to providing accurate information and advice is to understand the customer's needs and expectations.
Building Trust Through Ethical Sales Behavior
Preliminary research can provide some clues, but it can be far more useful to ask customers. Those needs and expectations can go beyond product information and advice. Customers may expect to be kept fully informed by e-mail, or to be contacted if a problem arises.
They may expect delivery on a specific date, customized training, or other support services. It is the sales representative's responsibility to be fully aware of these requirements.
However, what is not ethical is to claim that a cold sales call is "customer research. Techniques like the survey or the claim to be returning a message are simply ways to overcome initial sales resistance.
Deal Honestly with Problems A major concern for sales representatives is dealing with problems.
This could be a quality issue, an unforeseen rise in costs, delays in delivery, or change of specification. In some cases, representatives hope that any problem will resolve itself before it is too late, and the customer will never notice the difference. The more likely outcome is that the problem will become more serious because the representative did not communicate with the customer.
The sales representative should give customers as much warning as possible so that they can make alternative arrangements, if necessary. The dilemma for the sales representative is the possibility of losing the sale if the problem is serious, but the representative has to weigh that against losing the trust and respect of the customer. Clients are quite savvy these days!
- Suppliers have a role to play to boost retail ethics
- Ethical Marketing: 5 Examples of Companies with a Conscience
It is great to schedule trainings close to the start of a new month as a way to hold a "pep rally" and go over what is planned for the next month to excite and motivate your team. Announce upcoming incentives and recap the previous month's successes. Really make your point with team awards quarterly covering areas such as highest retail and service sales, most improved and leadership awards, to name a few. It is extremely affective for team spirit and to boost morale by announcing team successes in front of one another.
It encourages others to try harder so that they can be acknowledged in front of their co-workers in the future. The trainings are another great way to ensure consistency among the team by making sure all treatments are being promoted and serviced the same and that all protocols are being followed properly.
Expectations must be clearly defined on a regular basis in order to keep employees loyal and engaged in their job. Create Tools for Your Team The key techniques to success are to set the bar high, clearly identify the objectives, and nurture the team with tools to reach and exceed those objectives.
Produce a goal sheet to provide them with a breakdown of their monthly goal, into daily goals, which they can track. Each day begins with management creating a motivational, daily touch-base sheet filled in with each employee's daily retail and service goal. Then, before the hustle and bustle begins for the day, the manager can hold a daily huddle with the team to discuss the daily goal and ensure all are aware of their individual goals.
Suppliers have a role to play to boost retail ethics - Supply Management
Managers can tally where each employee is throughout the day, ensuring each employee knows how close she or he is to achieving targets. It is imperative that management help employees stay on top of where they are daily, weekly and monthly. Each employee is required to fill in their goals daily and is held accountable for updating at the end of their shift.
Effective leadership and ongoing staff motivation ensures a low turnover rate, which in turn leads to maximum profitability and customer satisfaction. This straightforward yet personable measurement system gives the manager or owner the opportunity to coach their employees and to provide tools and ideas to help increase their sales if they are struggling.
They also have the opportunity to congratulate and provide valuable feedback to those who are achieving their goals. We offer a commission-structure, which pays employees a percentage based on their goal achievement. There is a set percentage awarded for all sales, which increases as team-members achieve and surpass their monthly goal, bringing them into higher tiers.
The more effectively employees work, the more they are rewarded, so it is a win-win for both the employee and the business.
Our goal is to hire skin therapists that are excited to learn and to grow within the business. We often interview candidates that may have 20 years of experience inside a treatment room, but are not interested in the position because they have to help with the front desk and retailing.
Chapter 2: Building and Sustaining Relationships in Retailing
No matter how wonderful a treatment they can provide, they need to have a sales relationship attitude that inspires them to contribute to all aspects of the business. A successful skin therapist should be familiar with every aspect of our brand and can assist in any way needed. Our team structure is designed for employee retention, which is the key for growing a successful spa business, or any business.
It is far more cost-effective to nurture and retain skilled team members than to find new recruits.
Always Engage the Power of Touch We know that there is an opportunity for a sale every time we answer the phone and every time a client walks through the door. Great salespeople know that there is no such thing as a "potential" customer; there are only current customers and, possibly, future customers! Our brand is based upon the power of touch. We define this in a number of ways.
Of course, there is the literal, hands-on, tactile experience of the skin care examination and treatment. But we also "touch" with our voices, our facial expression, our eye contact, our body language, our tone, our attitude. Listening is also, incidentally, an important form of touch; when you truly hear someone else and respond effectively, you have made a lasting connection.
This powerful dialogue of touch begins with the greeting, whether on the phone, on the floor, or even online.