Tariffs are no longer just a trade policy buzzword—they’re a reality shaping the bottom line for businesses across industries. Whether you’re in manufacturing, retail, or distribution, chances are you’ve felt the squeeze of rising costs due to import duties.
However, the real challenge is explaining tariffs—and their impact—to your customers in a way that is honest, informative, and does not damage trust. Your customers are an integral part of your business, and their understanding of tariffs is crucial.
What follows is a step-by-step guide to help your company communicate clearly and confidently about tariffs.
1. Be transparent, early, and often
Don’t wait until customers are frustrated or surprised. Proactive communication shows integrity.
- What to say: “We want to keep you informed about factors affecting pricing and availability, including recent tariff changes.”
- Where to say it: Use multiple channels—email updates, website banners, in-app notifications, or signage in-store.
2. Explain what tariffs are—in plain language
Most customers aren’t economists. Break it down clearly and briefly.
- Example language: Tariffs are taxes placed on imported goods. When those costs increase, it impacts our supply chain and sometimes our pricing.
- Avoid jargon. Focus on how tariffs affect your specific products or services.
3. Show you’re doing your part
Reassure customers that you’re not simply passing on costs without thought. Show your strategy and the efforts you’re making to mitigate these costs.
- Mention efforts to absorb costs, improve efficiency, or find alternative suppliers.
- Example: We’ve worked hard to offset these increases by improving logistics and renegotiating with vendors.
- Customers appreciate knowing you’ve explored every option before adjusting prices.
4. Be clear about what’s changing—and why
If prices, availability, or timelines are affected, be specific and honest.
- What to say: As of May 1, some of our product prices will reflect the increased costs resulting from new tariffs on imported components.
- Avoid vague language. Clarity builds credibility.
5. Offer support and a human touch
Let customers know you’re here to help—and mean it.
- Provide a contact for questions or concerns.
- Equip your customer service team with talking points so they can respond with empathy and clarity.
6. Keep the conversation going
Don’t make tariff communication a one-and-done announcement. Keep customers updated if policies change, if pricing is impacted again, or if you find new solutions.
- Consider a quarterly update or a blog series to show ongoing efforts and transparency.
Honesty builds loyalty
Communicating about tariffs is less about policy and more about people. Customers understand that global issues affect local businesses, but they expect honesty, context, and compassion. By staying proactive, transparent, and customer-focused, you can navigate this complex topic and come out stronger for it.
Need help crafting your tariff messaging? We can help tailor a communication strategy that fits your brand and audience.