In early September Wells Fargo agreed to pay a $185 million fine and return $5 million in fees wrongly charged to customers. The settlement stems from the bank's employees allegedly opening more than 2 million bank and credit card accounts without customers' permission. The CEO of Wells Fargo, John Stumpf, apologized  in front of a congressional panel Tuesday , saying in a  statement , "I accept full responsibility for all unethical sales practices."
That speaks to why they did this in the first place: To meet sales quotas and earn incentives.
This is certainly not the first time that a high-profile sales scandal like this has hit the press. In the early 1990s Sears sought to restore its reputation with $46 million in coupons because some employees of its automotive repair division (who were paid a commission on sales of parts and services) had allegedly enticed customers into authorizing and paying for needless repairs. In 2005 the world's largest insurance broker, Marsh Inc., paid $850 million in fines in the aftermath of accusations that it had received kickbacks from insurance companies for steering business their way — a scheme at odds with Marsh's commitment to finding the best deal for customers.
Beyond the fines, Wells Fargo has fired at least 5,300 employees for "inappropriate sales conduct," and the bank is making changes to its quota system. Stumpf said in an earlier statement: "We are eliminating product sales goals because we want to make certain our customers have full confidence that our retail bankers are always focused on the best interests of customers." Politicians, predictably,  have railed against  the leadership at Wells Fargo and have called for Stumpf's resignation. One of the  intriguing facts to come to light is that the fraudulent account openings continued  even after the bank was aware of it and had fired employees for it starting in 2011.
That suggests that firing employees was not enough to curb the actions. Will eliminating sales goals do it? Before answering this question, it is useful to understand why and how such sales practices begin and spread within an organization.
In these and many other similar (but often less high-profile) cases, much of the blame gets placed on the sales goals and incentives. Salespeople are offered a large monetary reward linked to the achievement of sales goals — goals that employees perceive as excessively high. Sales managers, too, are rewarded for goal achievement, so they put pressure on salespeople to deliver. Salespeople are enticed by the promise of the large reward, or perhaps they are fearful of losing their jobs. Either way, they do whatever it takes to make sales goals.
But large rewards tied to challenging sales goals do not have to be a deadly combination. Many companies have great success using incentives and stretch goals to motivate the sales force and drive revenue. The culture in such sales forces may be sales-oriented and even competitive, yet salespeople still behave ethically and remain focused on meeting customers' needs.
What differentiates sales teams that play by the rules from those that break them?
Large-scale unethical sales practices often begin with minor ethical compromises. Things escalate and spread from there. Consider the following sequence:
A bank account manager, under pressure to make a sales goal, pushes a customer to add a credit card, even though the account manager knows it's not in the customer's interest
Still short of the goal, the account manager asks his friends and family to open accounts. (The accounts are to be closed shortly thereafter.)
With the goal still not achieved, the account manager opens accounts without asking customers and transfers a small amount of money. (The accounts are closed shortly thereafter and the money is transferred back.)
As soon as the account manager gets away with the first unethical act, it's not a big step to the fraudulent ones. The justification moves from "it's legal" to "no one is harmed" to "no one will notice." When such practices are tolerated, they escalate in severity and spread throughout the organization.
To prevent that, the sales culture has to stop the first level of compromise, because the slippery slope begins there. As Wells Fargo has discovered in the last five years, even a