Customers want answers to their questions more than information about your business. Honesty can end up being the best policy for your business.
The Huffington Post reports how honesty save one man’s failing pool business.
Marcus Sheridan’s business, River Pools and Spas, was floundering. Several customers had cancelled jobs worth $50,000 a piece. He was spending a quarter million dollars a year on radio, television and Internet advertising, but customers uneasy about the economy were still backing out on him.
When Sheridan thought about what he searched for on the Internet about his industry, he said he looked for “specific answers”. The only problem was many of the businesses in his industry weren’t giving the answers he was searching for; they just talked about their company. He wasn’t interested in knowing about what those companies were committed to or relied on, and he figured his customers weren’t either.
As a result of this thinking, Sheridan began to address potential customers’ questions directly and most importantly honestly. He was upfront about things costs, drawbacks, and warranties in his promotional content. Sheridan even recommended competitors. All of this bolstered his credibility.
Being honest helped Sheridan turn his business around and reassure his uneasy customers.
Check out the original story for more about honesty and your business.