Whomever told you, “The customer is always right.” doesn’t know business.
Reconsider all advice you’ve heard from him or her.
That mindset only serves customers, which means no matter what, they get the best service even when it won’t help them reach their goals.
I don’t know about you, but that doesn’t sound right.
I flip that expression on its head, as I do with most of my approaches.
In this case, “The customer is ALWAYS wrong.”
Yes always.
Famed designer, Paul Rand, is an awesome example of just this idea.
(Died in 1996, but his example lives on today.)
Though abrasive, he stood up for himself when dealing with clients. That’s what you do when you value yourself and your work.
From what I know, he’s the only person to say “No!” to Steve Jobs and get his way. He had set the standard fast so the co-founder of Apple would not limit Apple’s growth.
Yup!
Jobs shares the story of the experience in this rare interview (2:40 into the questioning).
From what I’ve been told by colleagues… the actual event was more… “tense.”
Here’s how the story is told:
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Steve Jobs went on and on about what he wanted for the company, and Rand said “No!”
He said that Jobs couldn’t have what he wanted.
Firmly stating that if Jobs wants all those options, hire someone else.
If you want me, this is how I work. This is what I need. Here’s how much it cost. Sound good?
—
I love it.
The customer isn’t always right, if they were, they wouldn’t need help. They’d just do it themselves.
I don’t expect you to be abrasive like Rand, no one really wants that. It may suit some though, if it’s your personality type already.
Here’s how you can reframe yourself as a respected authority with your clients, and make sure you set the tone and pace.
Bonus, they work well in person or online too.
– “That sounds Great. I like those ideas, and we can do that if we adjust the scope of the project and rate.”
– “I’m a weight-loss coach, and can’t help you gain weight for your competition. I can introduce you to people who can help. Would you like me to reach out for you?”
– “What you want isn’t possible with your budget. For this project, we’re going to have to focus on only one of these. Of the 3 thing, which one is most important to complete this month?”
Each of these reminds the client their in good hands with someone they can trust won’t bullshit or waste their time.
They may hesitate at first since they aren’t used to being told what’s what.
More than likely they’ll shift their attitude, and be thankful you’re in their corner and not working for the competition.
When you demonstrate your authority, people will know you’ll fight hard for them and their work. They’ll also happily invest and reward you when you do a job well done.
This approach shows us a second Great lesson, which is don’t make your work about the money.
Paul Rand clearly didn’t care about how much he made from Steve Jobs, he wasn’t desperate or needy, and so he only cared about respect for his craft, and himself.
He did due diligence to make sure his needs were met financially before he showed up to work. That way money wasn’t a priority for him.
Enjoy [the video about Paul Rand’s professionalism], and start noticing when clients take control of your work, after asking for your help.
What are ways you can manage that without being aggressive?
Final note. This is about the customer, singular, being wrong. When you’re working with an audience– customers (plural). This approach shifts because that is a voice you need to have a more discerning ear for. You don’t ignore the masses unless, you truly are doing something that is guaranteed to help them all.
On a one on one basis, stand by your expertise and don’t be afraid to walk away from a bad fit.
Trust your gut!
Be well,
Max!
P.S. My favorite part of creating this content for you is to get to know you personally, hear your voice, and help you through your challenges.
If you’re ready to stand out now as an authority figure in your field like Paul Rand, [sign up for a 1-on-1 call](embed link) and we’ll craft the tailored plan to get you where you need to be.