Dharma is often translated as ‘duty,’ ‘righteousness,’ or ‘aptness,’ but at its core, it represents alignment with the natural order and fulfilling one’s responsibilities in a way that upholds truth and integrity. In the world of sales, applying Dharma means selling with authenticity, adding value to customers, and ensuring that business transactions serve a higher purpose beyond just profit.
Duty (Kartavya) in Sales: Fulfilling Responsibilities with Integrity
A salesperson’s primary duty is to serve the customer by providing solutions that genuinely address their needs. This means acting with integrity, ensuring that recommendations are in the client’s best interest rather than driven purely by commission.
Example: The Accountable Consultant
An enterprise software consultant meets with a manufacturing company struggling with outdated systems. The client is interested in a costly, all-in-one solution, but the consultant realizes that a smaller, modular solution would be more practical and cost-effective. Instead of capitalizing on the client’s lack of technical knowledge, the consultant educates them on the benefits of phased implementation, reducing costs and ensuring smoother integration. Initially, the deal value is lower, but the manufacturer trusts the consultant’s judgment and later returns for more upgrades.
By prioritizing duty over short-term gains, the salesperson establishes long-term credibility and fosters trust, leading to higher customer retention and referrals.
Righteousness (Dharma) in Sales: Upholding Ethical Standards
Righteousness in sales means conducting business with honesty, fairness, and respect. It involves transparent pricing, truthful product representations, and ethical persuasion.
Example: The Ethical Financial Advisor
A financial advisor meets a couple planning for retirement. A high-commission investment option looks attractive for the advisor, but it carries significant risks that the couple is unaware of. Instead of focusing on their own gain, the advisor walks them through safer, diversified options tailored to their financial goals. The couple appreciates the transparency and refers friends and family to the advisor. Over time, the advisor builds a reputation as a trusted guide rather than a salesperson, ensuring long-term business success.
While a misleading pitch may secure a quick sale, ethical transparency ensures lasting client relationships and industry credibility.
Aptness (Yogyata) in Sales: Selling to the Right Customers in the Right Way
Aptness in sales refers to ensuring that the right product reaches the right customer through the right approach. It requires a deep understanding of customer needs and tailoring solutions accordingly.
Example: The Thoughtful Retailer
A high-end organic food brand tries to push its products in local supermarkets, but sales remain low. Instead of pursuing a price-sensitive mass market, they shift focus to premium grocery stores, fitness centers, and wellness retreats, where customers value quality over price. By realigning their strategy and emphasizing education over discounts, the retailer attracts an engaged customer base willing to pay for ethically sourced products. Sales and brand loyalty improve, demonstrating the power of targeting the right audience.
By aligning the product with the right customer base, the retailer ensures meaningful engagement and sustained sales growth.
Balancing Duty, Righteousness, and Aptness in Sales Leadership
Sales leaders play a crucial role in embedding Dharma into organizational culture. By emphasizing ethical sales practices, prioritizing customer relationships over aggressive sales targets, and ensuring that teams are aligned with the right market segments, leaders can drive sustainable business growth.
Example: The Visionary Sales Leader
A regional head of a SaaS company notices that high-pressure sales tactics are leading to customer churn. Instead of continuing a numbers-driven approach, they introduce a new incentive model: rewarding sales reps based on client success metrics rather than just revenue. The team is trained to diagnose client pain points before pitching solutions, ensuring that customers feel valued rather than pressured.
By embedding Dharma into sales leadership, businesses create sustainable success that benefits all stakeholders.
In My View
Sales driven by Duty (Kartavya), Righteousness (Dharma), and Aptness (Yogyata) is not just about ethical considerations, it is a strategic approach that leads to sustained success. A salesperson who upholds these principles creates a foundation for trust, builds long-term relationships, and contributes positively to the industry. In a world where short-term gains often lead to long-term losses, Dharma provides a compass that guides sales professionals toward lasting success, fulfillment, and positive impact.
So, the next time you engage in a sales conversation, ask yourself: Am I aligning with my duty, righteousness, and aptness? The answer may just shape the future of your career and your business.