Reject the Two “Truisms”

• “The customer is always right,” and

• “I know the customer needs and how to satisfy them”.

  “We are not selling standardized products; we are dealing with customer solutions.

  How could the customers be “right” if they do not have a clue as to what we can offer them; and how could we be right if we have not yet achieved a close relationship with the customers that allows us to understand their needs and what we can do together to develop a great value proposition?”

  ―Arnoldo C. Hax