In the Hall Of Fame of terrible advice, the idea that the customer is always right deserves a special place. It’s the kind of bad counsel that makes business owners drive their own companies off the metaphorical cliff, so they don’t have to have an unpleasant conversation.

Companies that live by this tired maxim always run into trouble. I’ve seen it a million times. I also know that it’s tough to look a customer in the eye and disagree with them, especially when you’re first starting out. Letting a misguided customer down gently requires diplomacy and guts. You have to be prepared to walk away with your integrity if the customer flat-out refuses to compromise. So how do you do it?

Keep The Funnel Full

It’s hard to stand on your principles when you’re two months behind on rent. Make time every day to cultivate your client base and keep that funnel full. You should never hang your hat on one client. It puts you in a vulnerable and compromised position, and if you don’t think your customers can smell desperation, think again!

When the sharks smell blood in the water, they’ll circle. You’ll begin to let in clients that low-ball you and treat your employees horribly. Protect yourself and your team — prospect every single day, no exceptions.

Remember That You’re The Authority

Your clients aren’t paying you to be a yes man. They’re paying for you to use your skills and expertise to solve their problems. If you go along with them for the sake of keeping the peace, you’re really cheating them.