Be honest and transparent with your customers from "summary" of Exactly How to Sell by Phil M. Jones
Honesty and transparency are the cornerstones of any successful business relationship. When you are open and truthful with your customers, you build trust and credibility. This trust is essential for long-term customer loyalty and satisfaction. Customers appreciate when you are upfront with them, even when the news may not be what they want to hear. By being honest and transparent, you show your customers that you value their trust and are committed to doing what is best for them. This level of integrity goes a long way in establishing a positive reputation for your business. Customers are more likely to refer others to you when they know they can trust you to be honest with them.
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