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No, consumers trust honest, transparent companies — that trend extends across your organization. Your marketing can't be misleading. Don't make promises in your sales copy that you can't or won't deliver on. Be sincere in your commitment to working for consumers' best interests, and prove it by keeping them in the loop and remaining as open and honest as possible Cleared Take the time and effort to serve and delight them at every possible touchpoint. Demonstrate that you know they're savvy and sensible through honest marketing. Be considerate through your sales process, and don't cast them by the wayside once they become customers. Provide the kind of customer service that they'll want to talk about