很多情况下，客户对某些产品的细节或特性有错误的认识，而销售人员知道客户是被误导了。这样的错误信息可能会影响客户对购买产品的最终决策(Arndt, Evans, Landry， & Pongpatipat, 2014)。销售人员通常知道所销售产品的特性，他知道说实话可能会导致客户不买产品。所以，问题是销售人员需要做什么。现在，在我看来，只有几种方法，而且这两种方法对业务都有各自的含义。一种方法是销售人员表现得合乎道德，并告知客户他们对产品的看法是错误的。这可能只会导致客户回避购买，并寻找替代选项，甚至是购买产品的竞争对手。另一种方法是销售人员让顾客基于他/她对产品的错误信念购买产品。
Many times it happens that the customers are mistaken about the particulars or features of some products and the sales man know that the customer is misinformed. Such misinformation may be something that affects the ultimate decision making of the customer regarding the purchase of the product (Arndt, Evans, Landry, & Pongpatipat, 2014). The sales man, who is normally aware of the features of the products being sold, knows that telling the truth might cause the customer to refrain from buying the product. So, the question is that what needs to be done on part of the sales man. Now, there are only ways as I see it and both those ways have their own implications for the business. One way is that the sales man acts ethical and informs the customer that they are mistaken about the product. This may simply cause the customer to shun the purchase and look for alternate options, or even towards the competitors for buying the product. The other approach is that the sales man lets the customer buy the product based on his/her wrong belief regarding the product.
Both these approaches have their own implications. Considering the first approach where the sales man makes an honest depiction regarding the product, it can have both a positive and negative impact. The positive impact is that the customer would consider the brand or the place to be a credible liaison where the ultimate purpose is customer facilitation, rather than simply making the sales. I would rather endorse this strategy because the customer may not buy that particular product, but would feel more comfortable for other purchases because he would know that the sales man is reliable. The question here is why a sales man would hesitate in telling the truth about the product and what could be done for this purpose. One of the reasons may be the short term monetary incentive in the form of sales based commission. However, this approach will not benefit the sales man or the business in the long run because the customer will eventually come to know of the lacking in the product and would feel misleads or cheated.