Telling clients the other half of the story, you are creating a bond with them by showing them you are more interested in building a long term relationship, rather than just a quick sale. Companies that do this well, will stand out because they are willing to go against the norm. Southwest Airlines is a great example of a company that does this well. They are known as the “no frills” airline as they do not offer many of the amenities that most other airlines do and what experts view as “musts” for travelers. However, Southwest Airlines’ strength is that they tell their customers what they are and what they aren’t going to do for them. Proof of their success is found in a recent study where Southwest Airlines was the airline that received fewest customer complaints. I don’t believe they could accomplish this by only telling their customers half of the story. Some say they take a risk by not offering the amenities that their competitors offer, while others say they take a bigger risk by telling their customers what they won’t provide or do for them. However, the fact that Southwest Airlines has been upfront, telling customers the full story, they have built a mutual, long lasting trust between themselves and their customers.
Setting up expectations with your customers needs to happen at the forefront of your business relationship. This creates an atmosphere of trust. With trust comes better communication. And when, for example, if the customer has an issue with your product or service, they will be more apt to forgive you and allow you the time to resolve the issue before they decide to take their business elsewhere. They know you have their best interest in mind. It is my experience that customers would rather do business with a company that is upfront and honest, telling them the full story, than with a company who hides issues or hopes the customer won’t notice the issue.
Jeffrey Gitomer, author of “Little Teal Book of Trust” offers some simple but effective ways to make trust flourish with your customers:
Tell the truth (not just half)
Deliver what you promise
Do what you say you will do
Communicate in a timely manner
Bring value beyond your product or service
Be on time
Be friendly
Be sincere
Be appreciative of their business
Be grateful for the opportunity to be of service
Be consistent
Give trust
Source: Gitomer, J. Little Teal Book of Trust, 2007.