(article previously published in January 2014)
There are phrases that seem untouchable. Sometimes they acquire the character of a proverb.
One, perhaps the most unwavering axiom in a business relationship is this:
“The customer is always right”
In the case of the real estate client… sorry but NO….
Where and when was this phrase born?
Its origins are uncertain. The famous slogan was first used in the early 20th century at the iconic Marshall Field’s department store in Chicago (now Macy’s).
In the UK, however, it was popularized by the American Harry Gordon Selfridge, in his London stores. As Selfridge worked for Field’s between 1879 and 1901, it is almost certain that one of the two is responsible for coining the phrase.
These entrepreneurs did not want the phrase to be taken literally, but rather to make the customer feel special, instilling in their staff a willingness to behave as if they were always right, whether they were right or wrong.
No, it is not easy
It is not easy to maintain the opposite. The look on my clients’ faces when I tell them they’re not right always matches. It’s a mixture of surprise, controlled indignation and arrogance. You know that face, don’t you? It’s a predictable reaction.
In most cases, the damn phrase, it is deeply embedded in the Western mercantilist mentality. We don’t remember when we first heard it, but we’ve all heard it and remember it all our lives.
It is based on the power relationship between the contractor and the contracted party.
This is certainly a very malicious approach. It may satisfy our client’s ego but, in many cases, not the results.
Worthwhile
Therefore, we are very clear: we contribute much more if we say that a mistake has been made, than if we keep quiet, finish the job, get paid and see you again.
When the client sees us as an ally and not as a submissive executor of his orders, the process and the results are very satisfactory. It is worth it.
However, we see the opposite all the time. When the various participants in a marketing meeting have the “boss” in front of them, the meetings are less satisfactory. It makes sense. They are on salary and the last thing they want is to lose their job. We are on salary, but less so. This fact gives us more freedom and we believe that our client appreciates it in the long run.