The Customer is Not Always Right – Here’s Why

Let’s face it, many times customers think they are right, but the truth is, a lot of times, they’re WRONG.

A friend of mine, who is a clinician, tells me how many times people come to him armed with information. After conducting research online — they have already begun analyzing and diagnosing the problem or issue.

We’ve all been there. It’s  intimidating when our customers are telling us how to solve the problem.

This is where we have to challenge assumptions. Some key questions we need to ask our customers are:

  1. Take me through your analysis.
  2. Help me to understand how you came to this conclusion.

As a result, you will quickly discover pockets, voids, and opportunities in which you can present some viable alternatives and solutions.

By taking these steps you will stretch your customer’s mindset. And as a result, provide them with what they really NEED.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).