The Customer Is Always Right

You’ve heard the phrase before: The customer is always right.

And let me be clear. This is not up for debate.

If you work in sales or any client-facing role, arguing with a prospect never ends well. It doesn’t matter if you’re technically right or if their logic is flawed. Going toe-to-toe with a customer makes you look defensive and desperate. It's a bad look.

But here’s the nuance: Right doesn’t always mean best.

We All Make Mistakes

Think about it. Haven’t we all made choices we later regretted?

Bought something impulsively, then returned it a week later. Signed up for a service, only to cancel before the trial ended. Pulled the trigger on a deal, then got cold feet.

We’re human. Customers are human. Mistakes happen.

So when you get hit with an objection on a pitch, a meeting, or a viewing, don’t panic. That initial pushback isn’t the end of the conversation. It’s the start of a more important one.

Pause, Don’t Pounce

The worst thing you can do when you hear a "no" or a concern is to immediately go into defence mode.

Instead, try this:

• Pause.

• Digest what’s been said.

• Repeat the concern back to them to show you understand.

• Thank them for their honesty.

Then go deeper. Get curious. Ask questions to explore what’s really behind their hesitation.

Think Like a Therapist

Ever been to therapy? If you have, you know that the magic isn’t in being told what to do. It’s in being asked the right questions.

Therapists help you unpack your thoughts by letting you talk it out. They don’t argue or instruct. They guide. They listen. They dig.

That’s exactly what the best salespeople do.

Master the art of curiosity. Understand the customer’s decision-making process. Find out what’s influencing them, what they’re afraid of, and what they truly want.

Sometimes you’ll pivot and win the deal back. Sometimes you won’t.

That’s Sales

You win some, you lose some. But the key is how you carry yourself in those moments. Your attitude matters more than the outcome.

Even if you walk away without the deal, leave a positive impression. Let the customer feel heard, respected, and valued.

That kind of experience sticks with people. And you never know when they might come back.

Learn From The Past

In sales, objections aren’t walls, they’re doorways. You just need the right approach to walk through them.

Listen. Learn. Stay calm. Stay kind.

And next time, you’ll be even more prepared.