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code of ethics for sales professionals

Code of Ethics for Sales Professionals and APO Members


Upholding the commonly shared values, norms of behavior and conduct of The Association of Sales Professionals members constitutes an important commitment but also a contribution of every member to the creation and strengthening of a good reputation of professional traders.


This Code of ethics is binding for all APO members who, by participating in the Association, make a commitment to adhere to the principles of the Code of ethics and to support and share the common values and visions of the Association.



1. Shall carry out their activities in accordance with good manners and principles of fair commercial intercourse and competition.

2. Shall adhere to generally binding legal acts, to all provisions of the Code of ethics and to the rules of professional conduct in accordance with generally acknowledged ethical principles.

3. Shall avoid conflicts, in case of their occurrence they shall always strive for amicable and effective settlement.

4. In relation to other subjects on the business market shall always act as professionals, particularly in difficult and complicated situations.

5. Shall realize that they are fully responsible for their acts and deeds towards other persons. When dealing with customers, the APO members must be aware of their own emotions and capable of effective self-management and of coping with demanding situations.



1. Shall be honest and act in such a manner as to fulfill all their commitments and contractual obligations.

2.  Shall not abuse their influence, position or customers´ trust for their personal profit at the expense of others.

3. Shall always seek and pursue solutions that are mutually beneficial to all parties involved.

4. Shall, throughout the contractual time and after, maintain confidentiality regarding all the information obtained from the contractor during the contractual time.

5. Shall actively provide their partners and other APO members with information that will enable them to obtain and maintain their own honest position in business.

6. Shall, when competing with business rivals, never resort to practices of unfair competition such as bribing the decision-making subjects, bribes taking, slandering and passing misleading information.



1. Shall perceive professional responsibility as their priority and shall always prefer it to personal interests.

2. Shall be aware of the fact that their professional success and performance are always judged according to the results of their work.

3. Shall realize that they represent the interests of their employers, that they take responsibility for the fulfillment of given tasks, for the protection of the trust property and for the obligation to maximize the expected business revenues.

4. Shall always present the customer with such a solution that is based on ascertained requirements, needs and priorities of the customer. This solution, however, shall be generated as to benefit both the interests of the customer as well as the interests of the company.

5. Shall approach every contract knowing that they are able to fulfill this contract effectively and with expertise, and that they are able to do so either on their own or with the assistance of their colleagues or other contractors.

6. Shall be aware of all the risks and the co-responsibility in cases when the customer was not informed properly about the products or services or when some important facts were withdrawn from the customer. The APO members shall strive to avoid these cases or to seek other solutions.



1. Shall actively share their knowledge, skills and experience with others and offer other people their information and experience.

2. Shall personally engage in building and maintaining friendly and collegial relations with the APO members, the partners and with all who adhere to these values.

3. Shall always be tolerant of individual differences of each person and approach them sensitively and with interest.

4. Shall support or actively participate in developing projects for all who need the expert help of APO members.



1. Shall strive to improve their proficiency and working skills and shall seek opportunities to put them in use.

2. Shall maintain optimism, grace and self-confidence, which serve as an important source of their motivation.

3. Shall support creativity, new approaches towards solving already existing problems and jointly form an atmosphere tolerant of mistakes that occurred throughout the process of realization of new approaches.

4. Shall, in lifelong perspective, strive for self-improvement of their personal qualities and values.



1. All APO members shall be proud of their own work and aware of its role, meaning and uniqueness.

2. Shall, through their attitudes, bearing and actions, contribute to maintaining their good reputation and the good name of APO and shall also be aware of the fact that all this helps to create and strengthen the good name of this profession throughout the market.

3. Shall actively support all opportunities that will result in increasing the prestige of professional approach towards customers.


BESST Leonardo da Vinci

What is BESST Project?

The main goal of the BESST project is to transfer and to share the experience in ethical standards of trading among the partners from the following countries: the Czech Republic (leading partner), Bulgaria, Slovakia, Slovenia and Germany (2 partners).

The project is aiming to reach the cooperation among organizations in the field of business ethics training and in the domain of customer and client partnership. The outcome of this project should strengthen the awareness of education in ethical standards of trading among the target groups of the project partners. The cooperation of the partners is supported by the identification and development of the behaviour codes in the business world.

To implement the project issue in the international partnership meetings is the main goal of BESST. The side product of the implementation should be the creation of an e-learning application focused on the era of business ethics. A report is supposed to be the outcome of the project. The report should bring together applied procedures, examples of good practice and potential problems that are going to be discussed during the meetings of the partners. All results are going to be presented on a CD. The e-learning application is supposed to be composed of different courses by all the partners. The project is going to last for 2 years. In the course of this time 5 international meetings are going to take place in the respective countries, the transfer of experience and know-how of all the partners is going to be discussed.

Objectives of APO in the Project

Development of web instruments and preparation of lessons in conjunction with partners, preparation of project plan, preparation of documentation and project outputs in the cooperation with partners, organization of a Kick off Meeting in Prague, communication with all the partners in order to fulfill the goals of the project, help and support concerning internet classes, Czech-English translations.

Communication with all the partners on the project goals and coordination of the project. All the partners are going to participate in the communication via e-mail, phone or fax. Lessons are going to be shared by web and online.

Partners of the Project and their Issues

  • SLOVENIA, Economic Institute Maribor, Soft Skills
  • GERMANY, Economic Chamber Erfurt, Business Ethics and Soft Skills Necessary for Start-Up
  • GERMANY, The Europe Programme Centre Thűringen, How to Learn Business Ethics and Soft Skills to Young Traders at Schools
  • SLOVAKIA, Linde Material Handling Slovak Republic, Ethics Code
  • BULGARIA, National Center for Informational Service, Communication with Clients and Partners from Different Countries with the Aim to Understand Intercultural Differences


You can find the courses on this page…


Social fundrising

Page under construction



  • breakfasts
  • conferences
  • meetings of the Execuive Board


  • Key Account Managers Club
  • Retailers Club
  • Media Club


Page under construction



salesperson-customer analysis


recommended literature

Michael Hammer, „Agenda 21“, 1st edition, Prague, 2002

The book is considered basic literature for successful managers. The book is dealing with the key relations between enterprises and customers. Dr. Dr. Michael Hammer is one of the most important representatives of the world management, he´s the architect of the reengineering conception. He´s revealing the secret of the best and the most successful enterprises in the book.

John P. Kotter, „Leading change", 1st edition, Prague, 2000

Addresses processes inside organizations and tries to find such a internal functioning which would orient the process towards the customer.

Philip Kotler, „Marketing management“, 1st edition, Prague, 1992

A basic marketing coursebook. Describes basic principles how does the marketing work. It is the most extended publication on marketing in the world. Prof. Philip Kotler is the most acknowledged world authority of the today´s marketing. The book is very interesting e.g. in the description of the competitor´s behaviour according to many factors. The competition can be leaded by many goals.

W.Chan Kim, Renée Mauborgne, „Blue Ocean Strategy“, 1st edition, Prague, 2006

The book is trying to show the ways how to cruise through blue oceans and how to avoid the red oceans. On the basis of an easy system it is thus trying to show different approach possibilities how to keep from the competition and how to be different.

Heribert Meffert, „Marketing Management“, 1st edition, Prague, 1996

C.K. Prahaland, Venkatram Ramaswamy, „The Future of Competition: Co-Creating Unique Value With Customers, 1st edition, 2005

Peter M. Senge, „The Fifth Discipline: The Art and Practice of the Learning Organization“, 1st edition, Prague, 2007

A very demanding book for highly educated and professionally very proficient managers. This bestseller describes how can the organizations get off "learning disabilities". The solution is to acquire strategies enabling the team efforts and developing new ways of thinking. There are five disciplines that express the new skills of the learning organization: mental models, personal mastership, commonly shared visions, team learning and system thinking.

Robert S. Kaplan, David P. Norton, „Balanced Scorecard – Measures That Drive Performance“, 4th edition, 2005

The book shows a list of instruments the companies need for the evaluation of the enterprises.

Michael Armstrong, „Handbook of human resource management practice“, 8th edition, 2002

The book is the basic "coursebook" for top managers, because they are the real key personnel officers. It is the most known book in the area of human resources. Michael Armstrong used to be a personnel officer himself, originally in industries, later he held the position of personnel director in a publishing company.

Stephen P. Robbins, Mary Coulter, „Management“, 7th edition, Prague, 2004

Generally it can be said the book is in most of its chapter an introduction to particular issues and describes only basic connections.

Stefan F. Gross, „Intelligence in Relations“  3rd arranged edition, Prague, 2010

Stefan F. Gross is a highly accomplished expert in the field of communication with customers. The book brilliantly describes key importance in setting of relations. The book describes what is lately being found the most important: social communication among people.

Stephen R. Covey, "The Seven Habits of Highly Effective People", 1989

Dr. Covey is a founder and president of the Covey Leadership Center, an international company with more than 250 employees. The Center cooperates with several thousands of organizations on implementation of the leadership based on principles. From this sentence the goal of the book is obvious. It concentrates on principles and routine every top manager needs to adopt. Such a manager is a real leader, his leadership is charismatic, based on charismatic behaviour, he is able to captivate people by his enthusiasm, he is competent in his taska, he is credible in relations, he is empathic, he can listen, he prefers the win/win principle and he uses synergies. Much like in the book „Intelligence in Relations“ the main idea of the book is: the ability to communicate is the most important art of life.

business point – exchange of views

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