Читать книгу Media Selling - Warner Charles Dudley - Страница 98

 Don’t lie to advertisers.

 Don’t sell anything that customers do not truly need.

 Don’t allow clients to feel like they lost in a negotiation (“Leave something on the table.”)¹²

 Don’t be unfair to advertisers.

 Don’t sell something customers cannot afford.

 Don’t use bait‐and‐switch tactics (selling something that they know is not available just to get the money in the door).

 Don’t recommend or accept advertising that is in bad taste or that will harm a client’s image.

 Don’t accept false or misleading advertising.

 Don’t give kickbacks (a euphemism for bribes) to customers. Kickbacks often come in the form of unauthorized rebates or other cash payments given by salespeople from their own pockets. Kickbacks are illegal, and there are serious consequences to violating the law, including fines and imprisonment.