To begin with, Paul and Richie explained to me that they had both done some basic research as to which groups of consumers made up store's most common customers.

Paul explained, "We've got a simple system. In essence, this store has basically three types of buyers: Computer nerds, small business owners and a group fondly known as "Carol Bradys" .

Each of three groups required different approaches when it came to selling them computers. A solid understanding as to unique needs, concerns, and desires of each customer group is essential. By doing so, both were able to understand in intimate detail what motivates each customer when it comes to making a purchase decision.

For example, Carol Brady's are essentially mothers that come into store wanting to buy computers for their children that are at school. Paul explained that there was no point in discussing technical features of each computer with these women. "It just confuses them; makes them feel anxious and ultimately, frightens them away".

"Most Carol's have little or no understanding of computer jargon and they basically are only interested in two things:

Given that family budget is extremely tight, will I be able to afford to buy this computer?

If I buy this computer for my little boy Johnny, will it make him smart enough to pass all of his exams and get into university?". "So long as we can show them how they can afford computer on a family budget as well as being able tell them a few "success" stories of how other people's children used these computers to become doctors and lawyers etc, most Carol's will buy.

The computer nerds on other hand don't care so much about price as do Carol's . They want features. They want speed, cutting edge technologies, latest and best. that's what they want, that's what we give them. Business owners want reliability and to a lesser degree, technological longevity. Price is important, but not as much as important as knowing that your computers are going to be reliable.

When I asked Paul and Richie what made them so much more successful than all of other sales people combined, Paul and Richie were unanimous. "We have best systems. The other guys have none. That's' difference".

And you thought it was great breeding!

Some companies are incorporating ethics into their training. It is s subject that can go hand-in-hand with business and when employees and CEO’s alike understand what ethics are about, business can improve. Not only will community take note of ethical nature of a business but also so will customers.

Periodic reevaluations are suggested in ethics training as well, since times change many things that some would never consider ethical or non-ethical. For instance, when first computer hacker to send a work into a university computer system crippled entire network that system was a part of, including that of public utilities – simply because he could do it – a question of ethics is hard to pose. Computers were new, at time. And, no one had ever been able to do such a thing before. With new times comes new technology and new ways of doing things. Ethics will still play a part of it all and refreshing ethics training only re-strengthens what has already been learned, when new ages come about.

In end, it’s all about what a person understands about ethics. Many university curriculums are now heavily applying teaching of Ethics and for good reason. Young minds will take this information into workforce and understand that ethics need to be applied there as well as in private sector. Corporations will be able to avoid embarrassing scandals that are presented all over national news. Small business will be able to keep and attract more clients and customers. Negotiations between businesses could be accomplished with more consideration for other company in mind, which would only help both.

Above all, a high level of ethics in your business should be in place at least for customers. If anything, it is customer that should be considered most when it comes to ethical business practices. In long run, a company will reap great profits from a customer base that feels it is being treated fairly and truthfully.

Re-print Rights: You may use this article in it's entirety, all that I ask is that you contact me at following email: myron@business-marketing.com to let me know. BusinessTrainingMedia.com - Copyright 2004