I have built my business and personal reputation on the foundation of integrity and ethical conduct. I am from the "old school" where my father and grandfathers taught me that a man is only as good as his word, and his handshake meant as much as his signature. When a deal was made, it was made. And you lived up to your end of the bargain. Period. I refer to this mentality now-a-days as "the cowboy way" as it sadly seems to be a dying tradition. Of course, it is the few "old cowboys" who's word was not good that brought about all of today's law suits, disclosure requirements, multiple page real estate contracts with addendum's for everything imaginable, etc., etc..
So, we "sell" honesty and integrity, everything else takes care of itself.