Throughout my years of training sales teams in the pharmaceutical industry, I’ve often encountered a common misconception: Selling = convincing customers to buy a product.
However, in the book Selling & Sales Management – Developing Skills for Success by Lisa Spiller (published by SAGE, 2021), the author emphasizes a very clear perspective:
“Modern selling is a process of building relationships based on value and ethics.”
One point I particularly admire in this book is how every chapter places Ethics at the heart of sales activities. It is not just about “doing the right thing,” but about building long-term trust with customers.
In practice—especially in industries like healthcare or pharmaceuticals—this becomes even more critical. Selling is not merely about presenting a product; it is about helping customers make better-informed decisions.
This is exactly the philosophy we apply in HCX Coaching’s Selling Skills training programs. We focus on competency development so that Sales Representatives evolve beyond being mere sellers to become “trusted advisors” for their customers.
If you are building a sustainable sales force, I highly recommend reading Selling & Sales Management – Developing Skills for Success by Lisa Spiller.