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And be straightforward and ethical beyond that. Your sales team has to be upfront about pricing and how your offering can legitimately help prospects. If your organization makes a significant misstep, own it, and address it as quickly as possible Cleared All-natural skincare brand Burt’s Bees are master storytellers. Their #BringBackTheBees campaign saw them pledge to plant 5,000 bee-friendly wildflowers with the British Beekeepers Association for every limited edition lip balm purchased. Give your customers all the information they need – including clear pricing and even limitations – to help them make an informed decision. The more clued up a customer feels, the more likely they are to give you repeat business