- Honesty - tell the customer the truth
- Promptness - always get back when you say you will
- Sales focussed - goes without saying, but "keep your eyes on the prize"
One SE I have been in touch with lately is the self named WeirdSE. He records some very amusing 'webisodes' which would make great training material for any SE team. I have used them in some recent team gatherings with great effect!
They are also available on YouTube: http://www.youtube.com/user/WeirdSE