Honest and open communication

Most likely, I don’t need to convince you this is important, but like the other principles on the site, the key is how thoroughly it is implemented.  The problem is that trust can take years to gain and only one second to lose, but if you can gain it, the fact that customers always know you are telling the truth will reap huge rewards.  There will be no fear of doing business with you and loyalty will come naturally. One of the other principles is that customers will pay the price, but be honest about what price will be paid.  If you have made the decision about where the price must be paid then be honest about that and do not try to portray your business some other way with slick marketing or half truths.  


Being viewed as absolutely honest is a force multiplier making each statement much more effective.  The increase in effectiveness that complete honesty gives you makes it much cheaper to instill your message.  For instance, if you say this is our best deal or even if you say this is the best deal out there you do not need to repeat that message incessantly, it will stick easily because your customers know it is true.  In fact, if you are always truthful your customers will come to you to find the truth. How amazing is that? Customers who believe you are so honest that they come to you to find out the truth.

Three Reasons
1. If customers believe you, it makes conversation much more effective
2. Lose trust once, it is nearly impossible to get it back
3. Customers want to understand who they are doing business with