The numbers may fluctuate, but the theme is clear: tariffs are back, —and it’s creating pricing pressure that can erode trust if mishandled. During our Tariff Roundtable discussion, supply chain leaders were asked how they’re communicating these changes with customers and vendors.
The consensus? Silence is the fastest way to lose trust.
Why Communication Is Now a Supply Chain Skill
Whether your costs are increasing 10% or 100%, the strategy behind how you share that with customers can mean the difference between long-term loyalty and lost business. During the roundtable discussion, panelists shared how they got ahead of the issue by proactively setting expectations with customers.
One panelist explained that their company began adding notices to invoices and quotes months in advance, stating: “Prices subject to change without notice due to tariff conditions.” Another mentioned flagging potential increases early in sales conversations to avoid catching customers off guard.
Clear, early communication won’t eliminate tough conversations—but it earns trust, reduces churn risk, and lays the groundwork for joint problem-solving
Customer Conversations: Segment, Don’t Blanket
A key theme emerged during the roundtable: not all customers should be treated the same.
For example, national retailers might have strict 90-day price locks. Contractors or distributors might be more flexible, especially if you help them protect their own margins. “We tell our customers what’s coming, ask how they want to handle it, and offer options,” said one panelist. “Buy in advance? Pay upfront? We’re willing to store it, but we’re honest about our limits.”
The best approach? Segment your customer base and tailor pricing discussions by segment to balance revenue protection with customer loyalty.:
- Large strategic accounts: High-touch outreach, co-planning discussions
- Transactional accounts: Notices via invoices and digital touchpoints
- Value-added partners: Deeper insight into timing and mitigation options
Transparency and partnership were the most cited reasons why customers stayed loyal, even when prices increased.
Vendor Collaboration: Secure Margin Stability Before the Storm Hits
Panelists also emphasized the importance of vendor transparency. “You can’t be the last to show up to the dance,” one said. “Start the conversation early, even if you don’t have all the answers yet.”
Several leaders shared that they had open lines of communication with strategic supplier’s months in advance of tariff announcements. This enabled early negotiations on pricing, volume discounts, and even shared margin concessions.
One supplier, anticipating price hikes, proactively offered a three-month quote on top SKUs to offset increases. That saved the buyer from scrambling and built even stronger loyalty in return.
Internal Communication: Equip the Front Line
Good external communication starts internally. Equipping your internal teams with accurate timelines, tariff tracking tools, and unified messaging allows them to act as advisors—not just communicators. That means:
- Regular updates across sales, purchasing, and customer service teams.
- Tools or trackers that clearly show when new pricing goes into effect.
- Alignment on how to frame messaging, especially when tariffs vary by product or timing.
One panelist shared how their sales team is encouraged to not just notify customers, but advise them, helping them understand when to buy, how to plan, and how to protect their own customers.
When your internal teams are aligned and empowered, your customer relationships stay strong, even in stormy weather.
