Your customer isn’t always right. They don’t always know what’s best for them. Their choice of solution isn’t always the best choice.

Despite our customers confidence, they aren’t always right and if you assume they are or if you operate from that assumption you aren’t selling.

Sometimes our customers are right. Sometimes they are wrong. Sometimes they are on the right path and have the right solution. Sometimes they don’t. Sometimes our prospects or customers are looking in the right direction, sometimes they aren’t.

Knowing if your prospect is making the right choice and heading in the right direction isn’t what makes the big difference. What makes the big difference is having the balls to tell the customer or prospect when they are wrong, when there is a better way, that they maybe making a mistake AND being able to back it up.

The customer isn’t always right and that’s why they need you!