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The Customer Is Not Always Right—And That’s a Good Thing

  • Writer: Yoram Solomon, PhD
    Yoram Solomon, PhD
  • Apr 3
  • 2 min read

For decades, we’ve heard the mantra: “The customer is always right.” It’s been printed on signs, drilled into sales training, and echoed across industries as the golden rule of customer service. But here’s the problem: it’s not true. And more importantly, it’s not helpful if your goal is to build long-term trust with your clients.


In the early stages of your career—or even later, when you're still trying to “keep the customer happy”—you might feel uncomfortable pushing back on a client’s request. You might think that saying “no” will make you seem arrogant or difficult. So, instead, you say “yes.” You give them exactly what they ask for, even if you know it’s not what they actually need. And in doing so, you risk becoming nothing more than an order-taker.


But here’s the twist: pushing back can actually make customers trust you more.

When you have the confidence to challenge a client respectfully—to offer your honest opinion, your expertise, and sometimes even a hard “no”—you position yourself not as a vendor, but as a trusted advisor. And that distinction makes all the difference.


Why Saying Yes Isn’t Always Service

Blind agreement may feel like the path of least resistance, but it can easily backfire. Imagine a client insists on a solution that, based on your experience, won’t work. You go along with it. The result? They don’t get what they were hoping for—and they don’t blame themselves. They blame you.


Clients hire professionals for their expertise. They want someone who will guide them, not just nod along. When you say, “Actually, I don’t think that’s the best path for you,” and back it up with thoughtful reasoning, you're showing that you care more about their outcome than your own short-term gain.


Trust Comes From Truth

I once had dinner with a buyer from a large company. He told me, “You’re the only one from your company I trust. Because you’re the only one who doesn’t give me whatever I ask for.” That moment stuck with me. He didn’t want a yes-man. He wanted someone who cared enough to tell him the truth—even when it was uncomfortable.


That’s what trust looks like. It’s built on candor, not compliance.


Balance Matters

Of course, let’s not swing the other way entirely. Sometimes the customer is right—and you’re not. Being a trusted advisor also means staying humble, listening deeply, and being willing to admit when you’re wrong. Not every client wants your input, and not every situation calls for pushback. Part of your role is knowing the difference.


But when something doesn’t feel right, say something. Because trust isn’t built by giving people what they ask for. It’s built by helping them get what they truly need.


 

Want to read the whole story? Read the book: https://amzn.to/4j0n3GK 

 
 
 

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