Argens Incorporated's Statement of Selling Values and Ethics Selling is an exchange of value. Selling isn't something you do to someone; it's something you do for and with someone. Understanding people's wants or needs must always precede any attempt to sell. Develop trust and rapport before any selling activity begins. Selling techniques give way to selling principles. Integrity and high ethics are accepted as the basis for long term selling success. A salesperson's ethics and values contribute more to sales success than do techniques or strategies. Selling is educating the customer about our proposed product or service, furnishing the tools the customer needs to make a good decision. Selling pressure is never exerted by the salesperson, it's exerted only by prospects when they perceive they want or need the item being sold. Closing isn't just victory for the salesperson, it's victory for both the salesperson and the customer.