A client asked me about GDPR consent requirements for their email marketing campaign last week. Something about legitimate interest vs. explicit consent and whether they needed to re-permission their existing list.
Old me would have tried to sound smart. Would have given some general answer about “getting proper consent” and hoped for the best.
New me said: “I don’t know the specific requirements for your situation. GDPR consent rules are complex and I don’t want to give you bad advice. Let me connect you with someone who specializes in this.”
The client’s response? “Thanks for being honest. Our last consultant gave us guidance that almost got us fined.”
The Credibility Trap
We think admitting ignorance hurts our reputation. It’s the opposite.
Clients can tell when you’re winging it. When you pretend to know things, you lose credibility fast. When you admit gaps, you actually build it.
Smart clients prefer honest consultants over ones who try to fake their way through everything.
When to Use It
Legal and compliance questions. Don’t guess about GDPR, employment law, or tax regulations.
Industry-specific details. “I don’t know how that works in healthcare, but I can find out.”
Data you’re not sure about. Never cite statistics you can’t verify.
Technical specifications. “I don’t know the exact API requirements, but here’s how we can figure it out.”
The Follow-Up Matters
“I don’t know” by itself isn’t enough. You need the next part:
“…but I’ll find the right expert for you.”
“…but I know someone who specializes in this.”
“…but let me research that and get back to you.”
“…but here’s how we can get the definitive answer.”
The key is showing you’ll bridge the gap.
Client Reactions
Three things happen when you say “I don’t know”:
Relief. They stop worrying about whether you’re making things up.
Respect. They see you as someone who deals in facts, not guesses.
Trust. They know you’ll tell them when something’s uncertain.
The Competence Question
“But won’t clients think I’m incompetent?”
Only if you don’t know anything. But if you know your core stuff and admit gaps in other areas, you look more competent. Not less.
Real experts know the boundaries of their expertise.
What I’ve Learned
The best client relationships I have started with me saying “I don’t know” early on.
Because when I do know something, they believe me completely.
And when I make recommendations, they trust I’ve done the homework.
The Real Power
Saying “I don’t know” gives you permission to learn. In front of the client.
It turns you from a know-it-all into a problem-solver. And clients would rather work with someone who figures things out than someone who pretends they already have.
Your credibility isn’t built on knowing everything. It’s built on being honest about what you know and what you don’t.
That’s the difference between looking smart and being trusted.