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Sales managers have important ethical responsibilities, both concerning their own ethics and concerning the ethics of their sales personnel. Sales managers can often be faced with ethical dilemmas in terms of hiring, setting a sales quota, and in evaluating and enforcing ethical standards they expect upheld by their salespeople. These ethical dilemmas are often more pressurized than those encountered by individuals in other professions. Sales managers tend to be unsupervised, they hold primary responsibility for the firm's revenue, they must be unique problem-solvers, and are often evaluated based on achievement of short-term objectives.

Ethical dilemmas do not excuse illegal behavior. Lying to a customer on a phone call is unethical, but things like embezzlement are both unethical and illegal. The law, however, cannot possibly regulate all aspects of life - and few people expect it to. People, then, understand that this calls for a personal code of ethics when the law cannot govern.

When carrying out their jobs, sales managers must be ethical in their actions toward consumers as well as their sales personnel, and they must also do everything in accordance with federal and state law.

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Q: What are the ethical and legal responsibilities of a sales manager?
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