Today’s customers are on a quest for what is genuine and authentic. Take the role of marketing for example. For years, marketers made things shiny, bigger, and better with a lot of smoke and mirrors – thinking customers would pay more attention to the special effects rather than if the product or service actually worked for them. As sellers, we coveted the knowledge we had, unbeknownst to our customer, for the mere fact we felt either they didn’t want to be or shouldn’t be bothered with the intricacies of a deal.
Transparency runs counteractive to traditional business practices, and there is a sense of vulnerability — although misplaced — the word brings to many of us. It feels as if we are handing over our secret sauce to get the most money for the product or service and grow our bottom line, when in fact — allowing our customers to get more information and understand the service will increase the approval and buying process.