There is no longer a wall between you and your customer. Your customer can find out anything they want about you or your business by conducting a little research on the internet.

They also expect you to have a Facebook or LinkedIn page so they can learn even more about you. Being involved in social media is not an option in today’s world.

Your customer wants to know everything about you and your business. It is your responsibility to help them make an informed decision as to whether or not they want to do business with you. This is what your customer is demanding in this new business environment. All of this also applies to your employees.

I was recently reading an article in the Sunday edition of The Tennessean newspaper that reinforced this fact.

There was a short article on Comfort Supply, a local HVAC distributor here in Nashville. They allow their employees to see exactly how much is made in sales and profits in their business every week.

This is total transparency between the company and the employees. This gives employees ownership in cost cutting and seeing firsthand where the company stands. The result is happier and more loyal employees.

What if every company did this instead of lying to their employees and to the public about their status and presenting an image that is not authentic or real? Wouldn’t this make better employees and give customers more confidence in doing business with the company.

I’m not saying you should share your financial data with your customers but I am saying you should display authenticity and transparency. You should let your customers get to know the real you.

I have said in the past that creating your brand is all about perception. But let that perception be reality. Let your brand truly stand for something authentic. Not something you’ve “made up”. Strive to make that perception all about the real you. And strive to achieve total transparency and authenticity in everything you do.

You will make more money, have better clients, and be happier in your business.