THE LAW OF ETHICAL SALES™ A Seven-Part Framework for Ethical Selling

By Russ Smithson — Sales PSI™ Sales Pressure Done Right™
THE BALANCE - THE LAW OF ETHICAL SALES™

WHAT IT IS , WHO IT'S FOR & WHY IT MATTERS

The Law of Ethical Sales™ is a seven-part sales framework that makes clear whether or not a customer's Needs, Wants and Means™ are properly aligned with the solution, financing, and price offered by a given company. Created by Russ Smithson as a multi-industry applicable Law across industries, it provides sales professionals, sales leaders, trainers, consultants and organizations a practical standard for pursuing revenue without compromising customer interests. Already deployed, with much success, in roofing, solar and HVAC sales efforts, the Law is deliberately drafted to serve as the proper codification of ethical sales mastery for any industry solving customer problems that genuinely need to be resolved. Among other things, the new standard raises the bar such that either the customer receives the right solution or they are protected from the wrong one — as a matter of process. The Law of Ethical Sales™ serves as the definitive alternative to adversarial sales tactics as it defines winning outcomes for all parties involved, decreases cancellations, increases customer retention, and customer referrals. It assures the highest level of customer to company alignment and satisfaction possible.

THE LAW — IN PLAIN LANGUAGE Illustrated in the PSI TRIANGLE™

Price — a fair price — is supported by the stability and integrity of the product, process, company and consultant where a comprehensive need meets its comprehensive and corresponding solution — never forgetting that a fair price is only truly fair if all that it promises to deliver holds true.
PSI TRIANGLE™- THE LAW OF ETHICAL SALES™

THE LAW — 7 REQUIREMENTS OF AN ETHICAL SALE

§ I. When logic and emotion demand that fairness and stability be established, or restored, a need is apparent and compelling. § II. When a compelling need can be further understood comprehensively, as defined by the consumer's needs, wants and means, it deserves a corresponding solution that is equally compelling and comprehensive — if one exists. § III. The consumer must receive the right solution — or be educated through the process and protected from the wrong one when possible. § IV. That right solution must be found in accordance with The Golden Ethic™, which asserts that seeking the truth is more important than merely knowing it, as it is exactly that effort, seeking the truth, which requires one to pursue whatever is truly best for the consumer — as a matter of process. § V. As a result, the solution shall be demonstrably warranted and feasible, and one for which the consumer is qualified. § VI. Delivery of that solution will require the deployment of specific product(s) and process(es) to establish, or to restore, fairness and stability for the customer — fairness and stability which can only be realized as such if both the product(s) and the process(es) are additionally supported by the integrity of the company and consultant. § VII. Finally, that compelling and comprehensive solution can be attained and delivered for the best of the customer at an agreed-upon fair price — never forgetting that a fair price is only truly fair if all that it promises to deliver holds true integrity itself. © Copyright 2026 Russ Smithson. All rights reserved.

FOUNDATIONS & APPLICATION

Every principle above, and more, is operationalized into a working process in a 53 page Multi-Industry Field Manual, called The Law of Ethical Sales™ — Win Without Compromise — Powered by  The Golden Ethic™. It's available for purchase to guide you through your own implementation of these principles and processes. Deployed With Coaching: Details available on the author's  LinkedIn profile .
  • 12 mo. - 22 Roofing & Solar reps - run rate increased from $9M to $36M.
  • 6 mo. - 38 Solar reps - sales increased from $2.4M/mo to $5.2M. Close Rate from 24% to 34%
  • 3 mo. - 10 Solar & HVAC reps - increased run rate from $12M to $20M.
Learn to Practice The Law of Ethical Sales™ and Driving Concepts
  • The Warranted Feasible Qualified Gateway™ - Know if the opportunity is viable.
  • The Needs Wants and Means Analysis™ - Identify the full scope of what needs solving.
  • The PSI Triangle™ and the Seven Integrities™ - Define the comprehensive Right Fit™.
  • Rightly answer the Primary Sales Question - Why Should I Buy This From You Now?™
  • Offer your best for those you serve.
The Golden Ethic™, referenced in the Law above, was written in 2026 by Russ Smithson. It answers a first principles question that Smithson began asking in his sales training efforts in 2014 — one he believed to be a critical driver towards proper orientation in effort; not only in sales but also in life. The question: "Which is more important, to know the truth or to seek it?™ "  The Golden Ethic™ substantiates Smithson's view that seeking the truth, as a matter of process, is far more important than merely knowing it. One's choice in the matter is the fundamental driver of what we produce for those we serve, and/or those we love. "The Law of Ethical Sales™ defines what an ethical sale requires. The Field Manual defines how to apply it. It's the difference between agreeing with the law and practicing it.

"Earn a meaningful yes as a matter of process." - Russ Smithson

Learn more at  SalesPSI.com  or send your inquiry for team implementation or other to  info@salespsi.com © Copyright 2011, 2026 Russ Smithson. All rights reserved.