The reality is that any business that fails to be completely forthright about how much an item or a service will cost (and this means the full cost), is being misleading. Why do they do it? Because they are looking for an unfair competitive advantage or they are scared that if they give the customer the real cost they won’t make the purchase. Whatever the reason, it is a sure fire way to lose customers and in some instances it is illegal.
CHOICE identified the following specific irritations that will drive customers awa:
- Hidden fees and hidden commissions
- Not including GST in quoted prices (which has been shown to be misleading and deceptive in the Courts)
- Extra charges that were only made obvious after the purchase
- Ongoing costs that were not made clear at the time of purchase
- Costs creep, where costs rise on a project or service but the consumer was not made aware that the costs could rise.
Simply make sure that your business discloses the FULL cost of any products or services that you offer in a way that is open and completely clear to your customers. The more upfront you are with your customers the better it will be for your business in the long run and any sales you make will be “clean” sales, which means that the customer won’t come back to complain. They will get what they expect and most importantly what they are paying for.
Integrity is vital for business success. To build a long term, successful business, you need to build trust with your customers and transparency is an essential part of this process.
For business coaching, marketing consulting or other business success tips, visit www.tafastrack.com.au.
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