Right from secondary school, we were told in our business studies classes and our parents who traded, that “customers are always right”. This same ideology was taught to them by their parents and teachers, but once they started their businesses, they began to question this ideology. Like John Donne said “no man is an island”, which shows that people make mistakes all the time.

Yes, customers are indeed the lifeblood of every business and as a business owner, you should strive to satisfy them. When customers are happy and satisfied, they patronize and refer your business, but when left unsatisfied they won’t patronize your business and can go as far as spoiling the brand’s image. It is this ‘WRATH’ of customers every business desperately tries to avoid.

When customers request products or services and are willing to pay for them, they automatically become de facto kings/queens. Sometimes these products or services may not be appropriate for them, but due to the power they hold, the business ignores this key detail and sells the product to them regardless of any future consequence.

For example, a customer wants to buy a 100kva generator, but the electrical load in his house is about 50kva. This particular customer is financially capable of purchasing this generator but, it is not right for him. Using a 100kva generator with a light electrical load can eventually spoil the generator, but the salesperson sells the customer the 100kva generator because the customer was adamant about purchasing a higher kva generator. In this instance was the customer right?

Experienced salesmen say “Customers are important, but are not always right. It is for you as a good salesman to explain every fact about a product to a customer”. Customer relations personnel deal with all kinds of customers ranging from polite, patient, rude, ignorant and impatient customers.

It’s not like they do not know that customers are not always right, but they understand how important every customer is to any business. They know how to manage, calm, reassure, and effectively enlighten customers on certain matters.

All in all, as a business owner, customer relations personnel, or salesman, it is important to know that “customers may not be always right” however, always have it at the back of your mind that they are the reason your business or job exists and will continue to exist. Managing each customer effectively is key in driving sales and profit.