“You can’t lie, you can’t sell,” or “you can’t smear, you can’t go,” is how many people think about sellers. I also thought in the early '90s, when I started my own business and started a software research and development company. A little bit of life changed my perception of the sales process . Working in the field of information technology (hereinafter I will use the abbreviation "IT"), I became convinced that rarely where you can meet so many honest and devoted people as among the sellers. It is naive to believe that sellers in IT companies are “white fluffy bunnies” and they live in some sterile world where there is no bribery ... Now there are rare companies that managed to survive without paying kickbacks to customers, especially if they are customers from the public sector or large corporations . I’ve spent almost a quarter of a century in the IT industry, and I know many examples of companies that either “fundamentally don’t pay bribes” to customers or try to avoid them for ethical reasons. What purpose do I pursue by turning to this topic? I will say right away that I am definitely not going to read moral teachings . - And then why? - Watching the development of relations between the seller and the buyer, I see that more and more often the benefit for the case outweighs the value of kickbacks in various industries Sometimes an experienced avenger is ready to destroy the project, if he did not get his own, saying the sacramental: “So do not get to anyone.” But even he is forced to take into account new realities, and requires his benefactors to help him with proof of the benefits of his investments, the justification of the economic and other feasibility of purchasing expensive products and services. In the field of high technology, when it comes to the sale of software, complex and knowledge-intensive products, the process of such justification is not obvious. I am approached by companies that would like to build a sales system similar to Western companies that have been very successful in this. They are no longer satisfied with sales managers, whose main task was previously to find someone to bribe to get an order, and even save money. The success of many Western companies that have entered our market shows that a sales system based on finding benefits for the client is effective and can work even in our realities, and recently it is increasingly in demand.