More recently, sincerity has been under assault by several modern developments such as psychoanalysis and postmodern developments such as deconstruction.[citation needed] Some scholars view sincerity as a construct rather than a moral virtue—although any virtue can be construed as a ‘mere construct’ rather than an actual phenomenon

Beyond the Western culture, sincerity is notably developed as a virtue in Confucian societies (China, Korea, and Japan). The concept of chéng (誠、诚) as expounded in two of the Confucian classics, the Da Xue and the Zhong Yong is generally translated as sincerity.

As in the west, the term implies a congruence of avowal and inner feeling, but inner feeling is in turn ideally responsive to ritual propriety and social hierarchy. Specifically, Confucian’s Analects contains the following statement in Chapter I: (主忠信。毋友不如己者。過，則勿憚改。) “Hold faithfulness and sincerity as first principles. Then no friends would not be like yourself (all friends would be as loyal as yourself). If you make a mistake, do not be afraid to correct it.”

Thus, even today, a powerful leader will praise leaders of other realms as “sincere” to the extent that they know their place. In Japanese the character for cheng may be pronounced makoto, and carries still more strongly the sense of loyal avowal and belief.

For the salesman, doing business is like selling yourselves. You have to let the clients know whether you are the guy that can be trusted. If you are not honest with the clients, how can the clients give you the business?

Many salesmen forget the importance of showing sincerity and honesty. They pay too much attention on exaggerating their products or service, which may leave an honest impression on the clients.

To a salesman, letting the clients know the truth is very important. If the clients find that you or your company are not able to do as you said or achieving their requirements, the clients would be very frustrated and depressed about you. Then how can you be successful in doing business?

If the salesman does not tell the truth, the clients may feel be cheated. Being cheated is very bad hurt to anybody. From the point of yourself, if you are the clients, and your supplier cheated you, what is your feeling? I am sure that you will feel very angry and even humiliated. Think from the point of the clients is very crucial.

The clients will have some fear or uncertainness before establishing a business relationship with you. To a successful salesman, he is always the one who can wipe out the fear of the clients and help the clients build confidence.

Understanding the clients’ requirements and showing sincerity and honesty is the step to a successful business. If forgetting about this very important value, the business is hard to go on. A salesman should think what the clients think, do according to what the clients do. Just like Rome is not built on one day, business is not done within a day. Getting the clients’ trust is the top priority.