Most people look at this sign and laugh. Like it’s a funny meme.
Or they consider that this is one of the few people who are “self-aware.”
And they could very well be right.
I prefer to see it as someone who is transparent.
This “transparent” word has gotten kicked around lately, but most of the people who claim to be transparent only do so tactically.
Here’s what I mean by that. If you are only transparent when it benefits you and your business, then that is tactical.
So, if the business posted their hours for the sole purpose of not losing the customers who arrived right at 9am. That would be purely tactical. In doing so, they are only looking after their bottom line. They have no concern for the client and no respect for their time.
Now if transparency in business is one of your principles, you will practice it in every aspect of your life. And you might do things like making sure all your customers understand the business hours before they arrive. Or, you provide an alternate to those who arrive before you.
While this is better, it probably is not going to make for a good experience for every customer because they do not understand WHY you are late.
This leads to speculation, which can go sideways on you quickly.
For example, they might think that you are lazy and can’t get out of bed by 9am.
Or, they could get the impression that you do not manage your time well.
Either of these “guesses” leaves a less than stellar picture of you in the minds of your clients.
So what do you do?
To borrow a line from the world’s top email copywriter, Ben Settle:
Make the Skeleton Dance.
In other words, take the flaws in your business and turn them into strengths.
For example, make sure that your clients know that you take your kids to school in the morning because you want to spend more time with them. The earliest that they can be there is at 8:30am. And with the traffic, you can’t always get their right at 9am. So, some days you are a few minutes late, but you should always be there by 9:15, at the latest.
This statement changes the speculation from you are a lazy slacker to knowledge that you dearly love your children.
Only say something like this if it is the truth. Otherwise, when they find out your are lying (and they eventually will) your business and reputation will be doomed.
What if you don’t have a “good reason” for being late everyday? I say simply be honest in a positive way.
In this case, I might say something like this:
“My business is open 12+ hours a day, six days a week. When you add that to the work that I bring home, I average more than 80 hours of work every week. And because of the long hours, I can’t always be here at 9am every day. So, I hope you’ll understand. You can always reach me on my mobile number at 615-555-1212.”
This much better that any thing that your customers might infer about you otherwise. And it will drive home the fact that you are a hard worker.
So, is transparency just the buzz word of the day, or can it make a significant impact on your business? Hit reply and let me know what you think.
And if you are looking for a real estate marketing system that it built on principles and not tactics, then click on the link below:
Talk to you soon!