Should You Challenge Your Customer’s Perspective?

When your customers win, you win. But sometimes you need to challenge their perspective to set them up for the win.

Upending someone’s belief -- especially when it’s in the way of progress -- proves to be a delicate task. Do it wrong, and you alienate them.

We all like to cling to our beliefs.. we don't like to discover we
were 'wrong' at something because it threatens who we 
think we are.

Normally you do not what to challenge your customers
perspective.. unless their pain is keeping them from something.

Show them how much easier it is this way...
If you position yourself as the one helping
them to overcome an old belief, while showing
how it solves their problem.. you will succeed.

Don't challenge them by making them feel wrong.
Challenge them to see how this (new belief) will
help them.

Source: Donald Miller