Cut through the façade

Have you ever been fooled by a close friend? Someone you trusted and grew to know over the course of many years? It’s often no fault of your own. People rarely show their true colours early in relationships, from friendships to romantic connections. We’ve learned how to put on a front, to act in line with societal norms or even to use people’s emotions against them. We’re not always the person we pretend to be.

The same phenomenon happens in the marketplace. Companies try to build their reputations without regard for how their internal practices align. They may have friendly customer-service representatives, but they ghost you when a problem arises. They may deny any connection to the issue or even gaslight their customers.

That’s why it’s so important to do a deep dive on companies before doing business with them. You can’t form an educated decision based on initial interactions. Just like people, businesses can be crafty and leave their customers heartbroken. A recent report from a consumer on ScamTracker claims one business in Winnipeg told them to put down a $500 deposit to secure lower pricing before rates went up in the new year. The customer did, recalling promises the business made to refund the deposit if the customer decided not to use their services. But the claim goes on to say the customer couldn’t get hold of the company after that, only to later find out it had closed without warning.

Falling victim to unethical business practices doesn’t just happen online or when dealing with foreign companies. It happens in our own communities, too. We like to support local and most local businesses are invested in their neighbours and towns, but some are less interested in honesty and integrity. That’s why it’s important to take several steps before spending a large sum of money with one particular business.

First, ask around. Ask your family and friends if they’ve heard of or interacted with the business. Word of mouth can be very powerful, especially when you ask trusted loved ones. Winnipeg is a small city and you may know someone who knows someone who can provide a strong recommendation. Second, don’t take the reviews on the company’s website at face value. Businesses control all the content on their sites, including which reviews they choose to publish. Run the company’s name through ScamTracker to see if others have reported poor experiences with them and see if the company is accredited. Businesses accredited by the BBB vow to maintain a high code of ethics. You can also see third-party reviews and complaints here to get a more transparent view of how the business operates.

Like a friendship, when a business relationship turns sour, it leaves you in turmoil. But unlike a friendship, there are a lot of steps you can take before choosing to do business with a company. Taking those steps now can save a lot of shame, guilt and loss later. Cut through the facade early to find out who you’re really dealing with. Good businesses have nothing to hide.