Customers Don’t Expect Perfection—

They Seek Transparency

By: Patrick Clounch

Host: The Hot Topic Podcast | Influencer | Commercial Truck Sales Professional

In the commercial and vocational truck industry, we operate in a high-stakes environment—where uptime matters, budgets are tight, and reputations are built on follow-through. Whether you're in sales, manufacturing, upfitting, or aftermarket support, you've likely felt the pressure to be perfect.

But here’s the truth: customers aren’t expecting perfection—they’re expecting transparency.

The Myth of Perfection

In our world, delays happen. Lead times shift. Parts go on backorder. A truck may not be ready on the exact day it was promised. While none of us want to deliver bad news, the bigger mistake is not delivering it at all—or waiting until the customer calls you asking for answers.

Trying to protect your image by hiding problems or sugarcoating delays doesn’t build trust. It erodes it.

Why Transparency Wins

Customers will almost always forgive an honest delay or setback, especially if they’re informed early and often. What they won’t forgive is being left in the dark. Transparency shows respect. It tells your customer, “We value your time and trust enough to keep you informed—even when it’s not ideal.”

In a market driven by long-term relationships and repeat business, that kind of respect is currency.

Practical Ways to Lead with Transparency

Here are a few ways to lead with transparency in your role:

• Be proactive with communication. If a chassis is delayed, let the customer know right away. Don’t wait until they call asking why it hasn’t arrived.

• Set realistic expectations. It’s better to slightly underpromise and overdeliver than to overpromise and miss the mark.

• Own your mistakes. If something falls through the cracks, take responsibility and explain how you’ll make it right.

• Educate your customers. Many delays or changes are out of your control—supply chain, labor shortages, or spec changes. Helping customers understand the “why” builds patience and perspective.

Final Thought

In this industry, people do business with people. And people trust those who are honest, even when it’s uncomfortable. Your ability to lead with transparency—not perfection—is what will set you apart in a crowded and competitive market.

Whether you’re selling chassis, upfitting bodies, manufacturing components, or supporting the industry through services—transparency isn’t just a nice-to-have. It’s a must-have.

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