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Honest and Transparent Marketing: Building Trust and Setting Realistic Expectations

by | Marketing Strategy

Are you managing realistic expectations with your customers?

For years, I drove a black Nissan Pathfinder. Keeping that car clean in the hot summers and dusty ag areas of the Central Valley of California was a constant battle. At times, I almost gave up trying, going months between car washing. I always figured, “Why bother spending money on a car wash when it’s going to get dirty again?” But eventually, the dirt would drive me to take action.

One day, I pulled into a gas station with a touchless car wash. The sign said, “Please come in and pay.” Curious, I walked inside and spoke to the lady behind the counter. She glanced at me, then at my car, and then back at me. With honesty, she said, “It’s not going to get your car clean. It’s just too dirty.” Surprised, I replied, “That’s okay. Anything will be an improvement.” She nodded.

Her upfront assessment of the situation caught my attention. It made me realize that, as businesses, we have a similar opportunity to set realistic expectations for our products and services. Why is this important? Well, it establishes goodwill. On that day, I washed my car, and although it didn’t achieve a spotless shine, I appreciated the effort. The service provided was limited, but her honest communication had me walking away satisfied.

In our own business endeavors, we can adopt this approach. By marketing honestly, having transparent sales conversations, and clearly outlining what our products and services can and cannot achieve, we can set the stage for a realistic understanding. This not only creates a sense of trust but also ensures that customers are aware of our capabilities and limitations.

So, let’s embrace the power of realistic expectations. By being honest, upfront, and clear about what we offer, we can cultivate stronger relationships, build trust, and ultimately provide a better customer experience.