In commercial promotion, guiding customers to pay attention to product value is a conventional strategy for professional sales, but the principles of information transparency and business ethics must always be followed. Here are 7 ethical communication skills： 1. Value-oriented communication • Use the FAB rule (Feature-Action-Benefit) to structure the presentation • Example: Demonstrate the remote control function of smart door locks (features) → automatically send alarms (actions)→ reduce the risk of burglaries by 90% (benefits) 2. Demand image mapping • Tap deep needs through the SPIN question method • "Have you ever experienced data loss due to system failure? Our cloud dual backup solution can zero such risks" 3. Risk hedging strategy • Introduce a third-party guarantee mechanism • "All transactions are supervised by Unionpay throughout the process, with a record of 0 defaults in 10 years" • Provide trial period, free return and exchange, etc. To reduce the threshold for decision-making 4. Cognitive framework reconstruction • Use psychological account theory to transform evaluation dimensions • "Save 3 yuan of coffee money every day → The 5,475 yuan accumulated in 5 years can be converted into a children's education fund" 5. Social evidence matrix • Build a multi-dimensional trust system • Display: Industry association certification + cooperation cases of 157 listed companies + user video testimony 6. Slow release of decision-making pressure • Adopt a progressive commitment • "You only need to determine the basic plan now, and the upgrade function can be flexibly added later" 7. Visualizing future scenarios • Use VR/AR technology to build experience scenes • Let customers experience the risk avoidance process of active braking system in car sales Compliance tips： 1. Must fulfill the obligation to inform of major risks 2. It is forbidden to fabricate or exaggerate revenue data 3. Keep complete communication records for reference 4. Respect the customer's right to informed choice The essence of professional sales is to help customers establish a rational decision-making framework, not information masking. When product value is highly compatible with customer needs, benefit perception will naturally cover risk concerns. It is recommended to conduct regular psychological analysis of customer decision-making to optimize the way of value transmission.