Facts matter in business. Provable facts, on which you can base business decisions. Too often we see POS software companies make claims without specific facts or that are plain wrong.
A company claiming they are the biggest in a marketplace should be considered with suspicion if a competitor says they have a specific number of customers. One is providing a specific number while the other is making a broad claim. The former, under consumer law, respects obligation while the latter could be claimed as puffery and therefore allow them to get away with it.
Facts do matter in business, especially small business, they end of the marketplace for retailers in which tower systems focusses.
Here, we eschew broad claims. We’d prefer to be specific. For example, we wrote recently that we have 29 firearms dealers using our software. At the time of writing that number was accurate. By the time, you are reading this it is bound to be more because even then we had sales that were yet to be installed. I mention this as a competitor, who makes a broad non-specific claim, seeks to use our honesty to say they have more without being specific.
We see this as a problem for the competitor as their generalisation reflects a flexibility with the facts, maybe dishonesty even. This is a problem as it makes it hard for small business retailers. People like the blood glossy claim if it sounds better. However, the accurate claim with the real number matters.
In many years in this business of POS software for small business retailers, we have come to see the competitors who make the bold and regular marketing claims about having more customers or being the biggest or being the first, they are the ones we believe less.
What really matters is that you verify claims, that you check for evidence and satisfy yourself that you have been told the truth as truth matters in business and in life. If someone lies to get your business then how will they behave toward you once they have your business. Facts matter. That is what we believe and that is what we live by, here at Tower Systems.
