Honesty in selling.
WHAT FAIR DEALING REQUIRES
Describing what you sell accurately Not concealing material limitations Honouring what you promised Pricing transparently Handling problems properly
WHAT MISLEADING INCLUDES
Claims that cannot be substantiated Omitting significant limitations Prices that exclude unavoidable additions Comparisons that are not genuine Creating false urgency
WHY OMISSION COUNTS
Leaving out what would change the decision is misleading.
WHAT TO ESTABLISH
That claims made in selling are true and evidenced.
WHAT TO BE CAREFUL WITH
Performance and result claims Guarantees you cannot honour Statements about competitors
WHAT TO ESTABLISH ABOUT PRICING
That the total cost is clear before commitment.
WHY
Unexpected additions are the commonest complaint and the commonest regulatory issue.
WHAT TO DISCLOSE
Anything that affects whether the product suits them.
WHAT TO DO WHEN A PRODUCT IS NOT SUITABLE
Say so.
WHY
It is the fastest way to build trust, and the alternative produces refunds and complaints.
WHAT TO ESTABLISH ABOUT VULNERABLE CUSTOMERS
Additional care where someone may not fully understand.
WHY
Selling to someone who cannot assess the decision is exploitation.
WHAT TO HONOUR
Commitments made by your staff.
WHY
They bind you, and disowning them destroys trust.
WHAT TO ESTABLISH
That staff do not promise what cannot be delivered.
WHAT TO DO ABOUT ERRORS IN YOUR FAVOUR
Correct them.
WHY
Undercharging corrected is credibility; overcharging discovered is fraud.
