Tariff Communication: Navigating the 2025 Import Tax Changes
When navigating uncertainty - like what manufacturing organizations are experiencing with the recent executive orders imposing between 10%-54% import tax on goods entering America - clear communication becomes essential. The most effective leaders maintain trust through transparency and structure, especially when discussing potential price adjustments with customers.
At Dart Communication, we recommend coaching your team to structure client conversations using this approach:
First, start with what we know right now. Don’t sugarcoat or protect people from the truth. Tell them exactly where things stand with what’s known at the moment about the new tariff situation. Be specific about which components or materials in your supply chain are affected by the import tax, which countries face additional penalties, and how this impacts your cost structure. Share concrete numbers when possible - customers appreciate precision over vague warnings.
Second, be upfront about what we don’t know. This is critical because clients will wonder if your team is holding back information. By explicitly stating what’s still uncertain, you build credibility. For example, acknowledge if you’re still determining whether you can absorb some costs through efficiency improvements, if you’re exploring alternative suppliers from non-penalized countries, or if you’re uncertain about how long these tariffs will remain in place.
Third, make a clear commitment about what happens next. Your team should publicly declare they’ll share new information as soon as they learn it. This creates a foundation of trust even in uncertainty. Commit to a specific timeline for price adjustment decisions and implementation. If possible, consider phasing in changes rather than implementing them all at once, which gives customers time to adapt their own pricing and business models.
Fourth, give clients something specific to do. This helps alleviate anxiety by focusing on what they can control. For manufacturing customers facing tariff impacts, this might include reviewing their current orders to determine if they should accelerate purchases before price increases take effect, exploring whether longer-term contracts might lock in more favorable pricing, or scheduling strategic planning sessions with your team to identify cost-saving alternatives in product design or materials.
Fifth, create space for questions. Even if your team doesn’t have all the answers, allowing clients to voice their concerns is essential. Prepare your team to address common questions about the tariffs, such as: “Can you show me exactly how the new tax translates to my specific product costs?” “Are you exploring domestic alternatives?” “How are you handling this differently than your competitors?” and “Can we negotiate different terms based on volume commitments?”
Finally, express genuine appreciation for their trust and patience during this difficult time. Acknowledge that these tariff changes affect the entire supply chain, and that you value your partnership through these challenging market conditions. Emphasize that you’re committed to finding the most equitable solutions possible.
One thing I’ve seen is that people are often willing to forgive organizations for the incident itself, especially when it’s clearly beyond their control like these tariff changes. But they rarely forgive a poor response. How your team handles these conversations will define your relationship with these clients going forward. In manufacturing specifically, customers understand market forces but expect transparency about how those forces translate to their bottom line.
Some details:
Talking points, creating a simple, updatable document that your team can reference is key. Since things are changing daily, consider setting up a morning huddle where you can brief everyone on the latest information and update the talking points accordingly. This gives your team confidence that they’re working with the most current information available. Your talking points should cover:
The current status of the import tax and how it affects specific materials or components in your supply chain
Which products will see price adjustments and the approximate percentage increase
Any cost mitigation strategies you’re exploring (domestic sourcing, redesigns, efficiency improvements)
Timeline for when price changes will take effect
Options available to customers (bulk ordering, contract adjustments, alternative products)
When clients might expect updates on the tariff situation
Emotional support
Your team is having to deliver challenging news about price increases to customers they value, and that takes a real toll. We’ve seen that leaders who acknowledge this emotional burden directly tend to have teams that remain more resilient. Remember that your sales and account teams may face pushback or even anger from customers who are themselves under pressure from these tariffs. Equip them with not just information, but also emotional tools to handle these difficult conversations.
Consider implementing a “debrief” ritual at the end of each day where team members can share difficult conversations they had, how they’re feeling, and support each other. This doesn’t have to be long - even 15-20 minutes can make a difference. It gives people permission to acknowledge the emotional weight they’re carrying and prevents them from taking it home. In the context of these tariff-related conversations, create space for team members to share successful approaches they’ve used to explain the changes to customers.
You might also consider one-on-one check-ins with team members who seem particularly affected. Sometimes people aren’t comfortable sharing in a group setting but will open up privately. This is especially important for team members who manage relationships with your largest accounts, where the financial impact of these tariffs may be substantial.
Supply Chain Transparency
One unique aspect of the current tariff situation is that it affects the entire manufacturing ecosystem. Consider creating visual aids that show your supply chain and exactly where the import tax impacts your costs. This level of transparency helps customers understand you’re not arbitrarily raising prices, but responding to specific market forces. When possible, share what percentage of the increased costs you’re absorbing versus passing along, which demonstrates your commitment to the relationship.
Remember that your team is watching how you handle this too. When you demonstrate appropriate vulnerability while maintaining focus on what needs to be done, you give them permission to do the same. It’s not about pretending this isn’t hard - it’s about acknowledging the difficulty while still moving forward. In times of market disruption like these tariff changes, your team needs to see that you’re navigating the uncertainty with both empathy and strategic clarity.
AI Disclosure: We used generative AI selectively as a creator and summarizer of content and as an editor.