Is The Customer Always Right?

The notion that “the customer is always right” was originally aimed at staff in the retail and leisure industries, where handling customer complaints with care is paramount. If someone wasn’t happy with their meal, it was better to replace it without a fuss rather than argue, as other diners could be put off by any confrontation. This approach ensured that complaints were taken seriously and for that, we have much to be thankful for.

However, when you’re providing a service, especially in a business-to-business (B2B) context, adhering rigidly to this mantra can undermine the quality of your service. In fact, doing so can have a negative impact on both the client and the results you’re trying to deliver. Don’t diminish your value—by doing so, you won’t be serving your clients as well as you could.

It’s a well-worn phrase that many business owners and their staff have lived by for years. But, when delivering a service, is the customer always right? The reality is, especially when it comes to offering expertise and guidance, the answer is often: No. In some cases, the customer is never right.

When the Customer Isn’t Always Right

In service-based industries where the aim is to provide expert advice that generates proven results, it can be frustrating when the customer insists on doing things their way, even if it contradicts what’s best for their business.

As business development specialists, we regularly receive enquiries from business owners looking to engage our services. Most of the time, they appreciate our advice and guidance, but initial discussions often reveal that they already have specific ideas about how our services should be delivered.

Here’s a typical example:

Client: I want to do some social media marketing.
The Last Hurdle: That’s great! What’s your goal?
Client: To get leads, grow my business and raise our online profile.
The Last Hurdle: Perfect. One of the first things we’ll do is increase your local reach and connect you with new people in your target market.
Client: Well, I don’t really want to connect with people I don’t know.
The Last Hurdle: (Scratching head) So, how did you envision this would go? You want to market to new people, but you don’t want to engage with them?

In this scenario, the client wants the service but is unwilling to step outside their comfort zone. This is a common situation that many service providers face. As professionals, we could shrug and simply follow the client’s wishes, but would that really serve them well? Not at all.

Convincing the Client of Your Expertise

In this case, the customer isn’t right. It’s up to us, as the service provider, to guide them and explain the benefits of our approach. After all, clients are paying for our expertise and we’re here to help them achieve their business goals. If they were already able to implement successful strategies themselves, they wouldn’t be reaching out to us in the first place.

It’s part of our job to highlight the value of engaging with new prospects and to sell the idea to the client, ensuring they understand how it aligns with their objectives. Only through a meeting of minds and mutual understanding can both parties achieve success.

Knowing When to Walk Away

Of course, not every scenario concludes with an agreement. Sometimes, the client remains unconvinced. In those instances, it’s important to have the courage to walk away. Why? Because a relationship built on compromise, where your expertise is sidelined, is unlikely to be harmonious, profitable or enjoyable for either party.

If you find yourself in a situation where the relationship isn’t right, don’t be afraid to move on. Not every client is the perfect match and that’s okay. Trust your instincts, stand by your expertise, and remember that it’s better to seek out clients who appreciate your value and approach.