The salesperson’s actions often mirror the sales manager’s behavior and expectations. This is not surprising when you consider the relationship between salespeople and their supervisors. They look to their supervisors for guidance and direction. The sales manager is generally the company’s closest point of contact with the sales staff. This person is usually viewed as the chief spokesperson for top management.

Sales managers generally provide new salespeople with their first orientation to company operations. They are responsible for interpreting company policy. On a continuing basis, the sales manager monitors the salesperson’s work and provides important feedback concerning conduct. If a salesperson violates company policy, it is usually the sales manager who is responsible for administering reprimands. If the moral fiber of a sales force begins to break down, the sales manager must shoulder a great deal of responsibility, even if it goes against “standard practice.”21

Sales managers influence the ethical behavior of salespeople by virtue of what they say and what they do. From time to time, managers must review their expectations of ethical behavior. Salespeople are under continuous pressure to abandon their personal ethical standards to achieve sales goals. Values such as integrity and honesty must receive ongoing support from the sales manager. The role of the sales manager will be discussed in more detail in Chapter 17.