What do companies often lie to their customers about?

Questions from "The Question":

What do companies often lie to their customers about?

The question is, of course, specific. It is important to say that lying to clients is a very bad practice. It leads to reputational and other risks, and always says that such a firm has problems. This means that you should not cooperate with it. By the way, this sensitive topic is also regulated by law. Therefore, I must remind you that if you are faced with such an unpleasant situation, you can always go to court. At the legislative level, it is forbidden to mislead customers.

But let's imagine that we still find ourselves in such a situation. What can a company lie to a client about? As a matter of fact, anything. It is rather difficult to single out something specific, as it may be related to the sphere of activity, the size of the company and so on. But let's try to summarize at least a little to highlight a few points:

1. The emphasis on "celebrities"  —  let's call it that. A celebrity can be not only a media face. It may be a famous company, or a government structure. In general, anyone or anything that is known to a large number of people. At the same time, the company did not really work with this person, or did some insignificant thing, but in promotional materials exaggerates "partnership" and interaction to attract attention to itself.

This approach is often related to the ignorance of inexperienced businessmen who, having opened their young company, find no other way to stand out from the competitors in terms of marketing. In our IT sphere, alas, for example, there are such cases: a young website development company, there is a year, or even a couple of months, and the main page contains Samsung, Megafon, Coca Cola or a dozen other famous brands. There may be other examples, where instead of Coca Cola will stand the face of Philip Kirkorov, who may not know that he is a partner of LLC "Romashka".

What is the mistake here? If you pay attention to the largest brands themselves, you will rarely find a block with a lot of brands. Since the company has gained popularity, and it is well known. Therefore, the right decision is to develop key advantages (real ones) and invest in advertising of a "novice" company. And not to parasite on someone else's fame. At the same time, the "Partners" block is also a good tool in itself, but only on the condition that it is really your partners, you have signed a contract and you are engaged in mutual promotion on the market.

2. Exaggeration of a product or service advantage  —  everything is on the surface here too. If you see an overly "pathos" description of a product/service on the label, save or anywhere else. The epilator works Ideally, the design studio does not break deadlines NEVER, and the advertising agency WARRANTIES the result, and so on. In other words, the description is hypertrophied. This is an alarming bell. There are situations when, not having a key advantage, try to "lure" the client with promises. Often, such promises do not correspond to reality, and in reality you play Russian roulette: at best you get the service "the same as everyone else", at worst - much lower quality than competitors.

Let's get to the bottom of it. If you pay attention to high-quality advertising of large brands, especially on TV, you can easily see how "thin" the text for such advertising is. It does not just describe the "best product" and shout "that competitors are far behind". High-quality advertising, in a capacious form, tries to explain to the buyer what is the best product. In this case, the words from the series "ideal" and others will be most often excluded. Because even the coolest epilator of the world's largest brand (and indeed the highest quality), can break (the percentage of factory defect is all, not to mention emergency situations, like with exploding smartphone batteries), even the best design studio from the top of the Runet Rating can for a number of reasons sabotage (and it will not mean that it is bad, just force majeure or trivial mistakes of the staff cannot be excluded at all), and an advertising agency can not physically guarantee the effectiveness of the advertising company, but only work within the expected indicators (this will explain you in more detail any advertiser with experience, as there are too many factors affecting the result, and only Wang can say exactly what it will be).

So it's easy to see the catch here. If they don't tell you what's better, but try to convince you that "everything will be perfect and super duper "  and make too much emphasis on warranties, the situation is likely to be at least exaggerated.

3. The size of the company and its financial performance is another tragic mistake, mainly for aspiring businessmen. It is often found in startups. There, in order to attract the attention of investors, and sometimes the audience, can greatly exaggerate both the value of the company itself in the market and the size of this market. Usually it is quickly identified and ends very badly for such a grief startup (reputation falls if not always, then for a very long time). But it happens in other areas as well. When, for example, a small company in advertising announces offices in other countries, and other tools try to exaggerate its importance. To say that it will be extremely difficult to restore the trust of the clients as soon as it is not necessary to find out otherwise. And most importantly, why did you get involved in this? If the product is of high quality and in demand, you can make a great profit and be a "modest IP".

4. Country  —  many Russian buyers, probably, since perestroika, have created the opinion that "everything western is better. "German quality", "Japanese technology" and "Italian style" may be associated with a guarantee. The exception was China, so the flag of China you rarely see on the product (although in vain, in China produce not only crumbling junk and counterfeits), but the big flag of Germany, or other credible state easily. As a rule, with the appropriate signature.

But such goods are usually made in China or Russia. But having no other way, some may try at the expense of "love and trust" to everything Western, trying to promote such a product in the market. It's important to understand here. As a rule, Western companies do not make such an accent at all. They have a different mentality, and such an accent simply does not come to mind. The French, for example, even "Auchan" has been renamed to the Russian way (in the original the name sounds quite different) and vice versa, everything has been adapted to the Russian market. To such an extent that some buyers may be surprised to learn that this is a French network. So if you see a huge flag of another country on the product, you should think about the cleanliness of the manufacturer. Although there are some exceptions, and this mark may be completely true.

Such a controversial approach can be found in other areas as well. For example, there were cases when developers from Russia, just bought a phone in some country to put it on the site and pretend that they are not from Russia. In fact, the office is in covorking. Alas.

5. Expertise  — we all trust the experts. It is difficult to formulate exactly what to become. Some take complex courses, others have extensive practical experience, others "live their own field" (and they are sometimes called "evangelists"). Alas, this "blurred" wording and the influence of expert opinion can also be used to the detriment. Recently I have often received information from the sphere of infobusiness, where such cases sometimes have a frightening frequency. Let's not point the finger, there is the Internet for this purpose, but we will just parse this unfortunate version of misinformation.

Having taken almost any experience, sphere of activity, just from a resume, it can be "converted" in words into a form, which will be "confirmation" of expertise. Then, you can simply use this charming word - and voila, anyone has become an expert. It is clear that this approach leads to dramatic consequences. The first webinar, live event or other form of training leads to disappointment of the client and it becomes obvious that such a grief-expert knows nothing about the fact. But, unfortunately, it's not always that simple. For example, if people do not know the field themselves, they can be "led by the nose" for a long time telling with beautiful words about "emptiness". The result is that when a person realizes that he or she has been cheated and has not been taught anything, we will pass too much time, and this expert's grief is likely to be hard to find or for other reasons to sue.

Moreover, those, representatives of the sphere, who "cunningly" can put a real famous expert on the promotional materials, or themselves, with a pseudo-description, and the courses will be conducted by a hired specialist. On the one hand, this is not so bad; this expert is not a fact that he or she leads the courses badly. It is just that he is not well known. But legally and ethically it is a deception. Claiming one person in the materials, and actually hiding that he does not conduct training, is not an expert, or is, but has not cooperated with the company for a long time is prohibited, including by law.

You should not think that info-business, trainings, etc. is obviously a bad thing. No! There are wonderful schools, and talented coaches, who can give you unique information and skills. But, unfortunately, because of the fact that this area has become insanely popular, many people are trying to "integrate" into it, just wanting "fast money. And those who do not understand that there are no such people.

In other areas, a similar approach also takes place, for example, in Vkontakte you can find a lot of "Design Studios" and "Advertising Agencies" that do not actually have a legal face, exist only within the group in contact, and in their staff "works" two students or a schoolboy. But this and other cases can already be found in open sources. So let's not overload the answer.

Summing up once again. These are just a few misinformation options. It is difficult to talk about the fact that they occur more often than others. Just as it is about the mass of this approach. Fortunately for all of us, most companies and their management team understand the risks of such an approach. Moreover, many people who create their own business are rooting for both their business and what they do. It is important for them to "give" people and understand how to do "it" better. Rather than cheating and looking for quick profits. So, do not be afraid to buy, do not look for deception in any business, but be vigilant. By checking the information and trusting your natural instinct, you can always protect yourself from unscrupulous entrepreneurs.

Author: Sergey Ulyashenkov
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