Why it Pays to Keep Field Marketing Ethical

As I've mentioned before on this blog, I'm a strong believer that Field Marketing, much like any other industry, should be conducted ethically with profits never taking precedent over the treatment of customers, clients or employees. However, it's important to realise that being ethical doesn't necessarily come at the expense of profits - in fact keeping things ethical can actually have a positive effect on the success of field marketing and business in general.

Firstly it's crucial to remember that unethical business practices can be hugely detrimental to your company and its profits. Making big promises might help attract public interest but if you fail to live up to your promises then you risk leaving your customers feeling short-changed, possibly leaving them unwilling to use your business again. Also remember than making promises you know you cannot keep could also land you in hot water with authorities if your customers take issue. Hiding sneaky get-out clauses in your company small print might make sure you are legally covered but it likely won't win you any fans and may attract negative publicity, for example the Tesco iPad blunder I talked about in a previous post.

Field marketers need to take special care not to cross a line and dip their toes into murky, unethical waters. While the face-to-face nature of many field marketing techniques provides a great opportunity for savvy salesmen to persuade would-be customers to take the plunge, there are also important considerations to be made. It could be tempting to use overly-aggressive tactics to get a sale or to bully or trick a young or elderly customer into paying for something they did not want, do not need or do not understand - however such techniques come at a cost. These customers may have given your their money today but they are unlikely to return. Field marketing agencies also have their clients to consider. If a customer feels they have been taken advantage of they will take it up with the client company, something which will not reflect well on the marketing agency in question and could lead to them not being used again or even dropped immediately.

By contrast, doing things by the book and focusing on customer satisfaction can have a hugely positive effect on business. A customer who is pleased with the treatment they have received is far more likely to return and might suggest you to their friends and family. Good word-of-mouth is something that most businesses simply can't afford to ignore. The potential positives of ethical marketing have been highlighted in a report by Ethisphere detailing  the most ethical companies of 2012. Major brands like Microsoft, Starbucks and PepsiCo all appear, showing it is possible to be both ethical and hugely successful.

The fact is that while it is possible to cut corners in pursuit of a quick buck, in the long term it pays for field marketers to keep things honest. In the long term, ethical equals profitable; a fact that should definitely not be ignored.