And if they don’t know what they want, then how can they be right?
This is a dangerous assumption to make that your customers “know” what they want.
When you start to look for a new car, do you know everything and anything about the new features available to you in the current models?
And if you don’t know everything, how can you be “automatically” right in what you are asking for?
And conversely, because the customer isn’t sure of what they want because they don’t know what that “it” is, this is not an excuse for you to run over them with features and expenses they don’t need.
The best customer engagements occur when you listen to what the customer wants and then you propose to them what they really need.
That’s where the magic happens.