The expression “the customer is always right” is probably one of the most destructive clichés in business. Quite often I have clients re-writing part of their script, or trying to combine two scripts into one. Or the client attempts to showhorn too much information into their commercials, or they come up with an “idea” for their radio commercial which is idea driven rather than brief driven. OR they want their phone number adding to the radio commercial for their car dealership.
The Customer is quite often wrong. But they are always paying!
I will use another cliché used in sales training. When you go to see a doctor do you suggest the kind of treatment you would like? No, you describe the symptoms; he or she makes the diagnosis and suggests the kinds of treatments available. You may get a choice and the doctor will give you an opinion on…
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