If you are in sales, then you can understand the frustration of having the customer run the way the sales process is going to go.
Worse yet, if you allow them to be right, then they will also dictate your pricing.
Neither one of these outcomes is good.
The customer is definitely not always right when it comes to the sale and if your read on you will find out more on how to fix this.
In every sales situation, someone is sold no matter what.
Either the customer sells you that they don't want the product or you sell the customer that they do.
The only place where the customer is always right is what drives them to the product in the first place.
What problem do they need to solve? Everything else involves them either lying to you in order to get the price down, or them trying to convince you that they don't need what you have to sell.
So, how do you make the situation a win for both of you? You need to hand the customer a tailor-made plan to solve their wants.
The wants are the emotional-level drivers that make up the bulk of the sales in this country.
Sure, people need milk and toilet paper, but they WANT Ferraris.
Get on the side of the wants.
In order for the customer not to steamroll you into closing a bad deal for you or your business, you need to be armed with the most information possible.
Provide so much value to your customer that they will internally understand that they can go down the street for a better price, but no one will take care of them better than you.
Another thing that you need to realise is the fact that the customer does not always know what they want immediately.
Sometimes your product will solve a problem that the customer was not even aware of.
In this case you need to paint a vivid picture of the problem by showing it in the customer's life and then explain how the product will remove said problem.
Don't waste your time educating the customer with all of your facts and figures.
Ultimately everyone just wants to be problem-free.
Focus on the emotional level of the sale, where the customer is at their most vulnerable.
This is where you will do your best work.
This does not mean take advantage of people, or sell them something they don't need.
There is no honor in that.
It means that you need to put the customer behind the wheel with the wind in their face, painting a picture that tells a story.
If your customer can live that story then the sale is made and you are the one that is right.