As a consumer, I hate to be mislead. Don't lie to me, trick me, or otherwise try to pull one over on me. I'm a smart cookie and I'll notice. Worse yet, I'll remember and won't trust you going forward.
Take this "special deal" from Target that I saw today:
Ten containers of Cesar dog food for seven dollars. Target had sale stickers all over the stuff, so I peaked behind the sale tags to see what the usual price was.
Hmmm, seventy cents each. Yeah, the everyday price would be ten containers for seven bucks. So what's the special deal? News flash: there is no sale price here at all.
Whether you operate your own small business or a mega-chain, here's my two cents of free advice (let's actually make that seventy cents!). Be honest and maintain your integrity. Regardless if you offer a product or a service, the relationship you create with your customer is a key part of your success. Much like a cheating girlfriend or husband, once trust is lost it's hard to regain it.
The truth is, I would probably have bought some Cesar today because my dogs like it and I'm running low. However, there was no way I was buying it at Target when the sale stickers did nothing but offer the dog food for the regular price. I certainly wouldn't want them to think I was duped into the purchase. I'm a lot of things, but dumb isn't one of them.
How do you feel when you're mislead as a customer? All warm and fuzzy inside with a fierce sense of loyalty? Or, annoyed and cautious?
Let's hear it!