Small Business Must Learn To Tell The Truth, Even If It’s Negative

Recently, a glaring public lie was revealed: the NAR (National Association of Realtors) was challenged on the absurdity of their reporting of the number of homes sold. They were off by 14%! This is not insignificant at all, in fact, it is pure misrepresentation.

The problem is that there are many sources of accurate reporting that could have and should have been used to accurately report the state of the industry. When confronted with this the NAR responded through its Chief Officer that they rely on estimates and this was their estimate.

Do they actually think that the public is that dense? Do they really believe that the dissemination of ridiculous estimates that are inaccurate by 14%, presumably serving their own needs by creating a false impression that the market is recovering when it isn’t, is serving any purpose other than to make them less credible or trustworthy?

The lesson is clear and simple: Small business should understand that telling the truth works. No longer is it OK to say anything you want to make any point you choose to somehow serve your perceived best interest. It doesn’t work. Integrity is more valuable then telling made-up stories.

Demonstrating the truth, no matter what it is, is far more valuable than spewing nonsense. In fact, spewing nonsense is self-destructive as it destroys the credibility of everything else that’s been said.

After years of big business telling the market lies, the consumer is far more interested in hearing the truth. Being known as a business that tells the truth – even if that truth is negative – has great carry-over to everything else the business reports and further supports the general belief that the business can be trusted. This supports everything the business does. This is the result you want.