Honesty is the Best Policy

Posted by Deborah Chaddock Brown on May 4, 2009 under Customer Moments, Honest Moments | Be the First to Comment

Let’s play a little game. I’ll name a profession.  What’s the first word that comes to mind?

 

·        Used car salesman

·        Insurance sales representative

·        Lawyer

·        Financial advisor

·        Financial investor

Did any positive words come to mind? Did the word “honest” immediately pop in your head?  If so – you have found a unique individual to do business with, but chances are “honest” wasn’t the first word that came to mind.

Some professions have earned a less than favorable moniker and we tend to paint all in their field with the broad stroke of negativity based on prior experience or the experience of those we trust.

Shyster, pushy, egotistical, dishonest – were these some of the words that you thought of?  I’m reminded of the original Miracle on 34^th street movie.  In this classic Christmas movie, Natalie Woods plays a little girl who doesn’t believe in Santa and yet by the end of the movie she comes to know and love a man, played convincingly by Edmund Gwenn, who insists he’s Santa.

On his first day of work as Santa in Macy’s Department Store, he promises a child that they will receive a gift the mother has been unable to find. As the child moves away the mother sarcastically thanks Santa for setting unachievable expectations in the mind of her son.

Macy’s doesn’t have that toy, she tells him.

Oh, I know, but you can find it this other store.

The mother is speechless.  A department store typically thought of as in it for the profits is sending a customer to shop at the competition? Macy’s putting the customer’s needs in front of their own profitability? 

 

Unheard of.

In the movie, that unselfish, honest gesture works in their favor. The press gets wind and soon everyone is shopping at Macys “the store with the true Christmas spirit.”

Being honest and upfront with your customer is the key to building a long term relationship. Here are a few key areas to keep in mind:

·        Use fair and consistent pricing. Use of a loss leader to bring customers in the door is okay if the item is actually available and for the price you advertise.

·        If you advertise FREE then offer it FREE without strings attached

·        If you can’t make a promised deadline – let the customer know quickly. Own up to the mistake, error or reason for the delay.  The customer will respect your honesty.

·        If it looks bad on them – tell them

·        If a customer picks out a product beyond their stated needs – tell them.  Don’t sell them a Jaguar if what they want is less expensive to maintain. Educating your customer and making appropriate recommendations based on their stated needs will be appreciated and will set you apart from those just in it for the profits.  If they still want the Jag – sell it to them!

 

Honesty is always the best policy with customers. You would certainly want someone to be honest with you, right?

 

NOTE: Honesty doesn’t mean cruelty. You can be honest while still being tactful.  Take care in your quest to be honest that you keep in mind the customer’s feelings and reactions.  If they look bad in the spandex simply suggest that the cotton might be more flattering.

Honest Salesmanship

Posted by Deborah Chaddock Brown on March 17, 2009 under Customer Moments | Be the First to Comment

My kids are sick.  One has a sore throat and dry cough and the other has a bad head cold.  No fevers, no stomach flu, no need for a prescription, but they are both miserable. 

I went to Giant Eagle to check out the over-the-counter options.  So many choices, flavors, pills, liquids and messages that promise symptom relief.  I went up to the Pharmacy counter.  It was busy but the Pharmacist caught my eye and said “We’ll be right with you.”  I love that.  I’ll wait indefinitely as long as someone just acknowledges my presence.

I had two different boxes in my hand and the Pharmacist came over and said “trying to decide what to buy?”

I said yes and then explained my kid’s symptoms.  One of the choices I had retailed for over $12.  He pointed to the box and said “you can use that but I’d recommend something a little different.”

He walked with me to the medicine aisle and took the time to explain the different options and pointed out the important ingredients.  He showed me how some of the marketing messages were used to encourage you to buy more than you need.  He helped me pick out something to help each of my children and when I thanked him he said:

“Not a problem.  I’d rather be honest and tell you what you need rather than have you buy more than is necessary.”

It was an eye opening experience. Not only was he honest but he also took the time to teach me why he was making the recommendations he did.  He helped me for future purchases.  It was a great experience.  I’ll be back – although hopefully not for medicine. 

Sometimes we think we are supposed to tell the customer what we think they want to hear.  However, customers are smart.  They know when we say “Oh, that looks great on you – it was just made for you!” that we aren’t always being sincere.  Honestly and sincerity go a long way toward building customer loyalty.  And customer loyalty leads to repeat business and referrals.