The Client Isn’t Always Right—But That Shouldn’t Matter

You’ve heard it before: “The customer is always right.” Spoiler alert—they’re not. But here’s the thing, it actually doesn’t matter. Being “right” isn’t the goal.

You’ve heard it before: “The customer is always right.” Spoiler alert—they’re not. But here’s the thing, it actually doesn’t matter. Being “right” isn’t the goal. The goal is solving problems, addressing needs, and creating outcomes that work, even if your client’s initial ideas aren’t on the money with their assessments. 

Let’s use a very simple example of this, and let’s dissect what this means for most businesses and service based businesses. 

Imagine a customer orders a medium rare steak at a steakhouse, and the head chef nails it. Perfect temperature- he even used the temperature gauge to see if it’s right. The steak has a beautifully pink center, and a great sear around it—Gordon Ramsay would give it a standing ovation. But the customer cuts into it and says, “This is too rare.” Is the customer wrong? Technically, yes, the temperature is cooked perfectly to medium rare. The more important question actually is: does it even matter? Absolutely not.

Imagine the customer’s feelings when the server says, “Actually, that is medium rare. But I’ll have them cook it longer.” vs “No problem, I am sorry the steak isn’t cooked to your liking, I’ll send this back to the chef to cook it longer for your desired doneness”. The server & chef’s job is to meet the need: cook the steak a little longer and deliver it with a smile. Even if it’s through gritted teeth because you know the customer’s assessment of medium rare– is completely wrong.

Now, let’s apply this to your business.

When Clients Aren’t Right…Because It Does Happen–Technically

Clients often make decisions based on gut feelings or emotions. It’s not that they’re clueless—they’re reacting to pressure, stress, or uncertainty. And that can come out in a couple of ways. 

• The Quick-Fix Client: They want instant results, a Band-Aid over a bullet hole. What they might not tell you is they’re feeling the squeeze of a tight budget and the pressure of the bottom line, they have been considering layoffs and it’s keeping them up at night.
• The Feel-Good Client: They prioritize what makes them energized in the moment, like flashy designs or trendy ideas. What they’re really after is a win, however small, in a world where they feel like they’re losing and not catching up.
• The Avoider Client: The client who avoids making the necessary changes or steps forward, doesn’t give feedback on deliverables, and seems frustrated all the time. What they aren’t saying is that their business is moving faster than they anticipated, and they never got to catch up so they are scrambling for control. They want to own these decisions, and not just react to them.

Your Real Job: Decode the Need, Not Tell Them They’re Wrong

It’s not your job to point out where a client is wrong, it isn’t going to make them suddenly have an ‘aha’ moment and trust you forever.. It’s your job to figure out what they’re really asking for, and help them come to their solution.

• That quick-fix client? Maybe you design a phased strategy that delivers a small win now while setting them up for long-term success.
• That feel-good client? Celebrate the little things more with them, champion the small stuff. Then gently guide them toward decisions that support their goals, even if it means sacrificing the instant gratification. Show them that it’s ok to want both. 
• The avoider client? What if you did mini think tanks with them to break down the next step more thoroughly for their business? Or, offer longer timelines so that they can feel the space and padding to review, and make the next step clearly. Oftentimes when we offer long timelines, the client can realize that wasn’t what they wanted at all– but they wanted to FEEL that they could have it if needed. 

Think about your customers and clients, really think about their needs and present solutions that not only make sense to them, but feel good for them. Focus less on trying to tell them they’re wrong and what is right, and focus on presenting the best next solution without invalidating them.

I’m not suggesting you over-deliver, sell your soul to the customer or client, and I am not saying to take low margins on your orders so that you can make them happy. Because that is unscalable, and ultimately leads to resentment which keeps you from being able to give quality service.

I’m asking you to just first ask yourself what their real need is, and get creative on how to solve it. Present alternatives that work for both your business and their experience, make it known you’re willing to find solutions. In the restaurant example, this was the server choosing to instead just get the steak cooked a bit longer and giving it to the customer with a smile. It shouldn’t matter to point out whether they were wrong. 

Empathy First, Solutions Second

By shifting your focus from “right or wrong” to “what’s the real need here?” you turn potential conflicts into opportunities for trust. People don’t just want to feel heard—they want to feel understood and seen by you. When they don’t- they close up and maybe won’t choose to come back.

The customer isn’t always right, but they’re always worth listening to. And when you meet their needs with empathy and creativity, you’ll find they’re also worth keeping around.