The offer is a two-way agreement, not a beg-session to get anyone to buy from you.    Here's when I STOP customizing my offers…   My friends, I'm pumped for this - grab a pen and paper  - 'cause this can simplify your business.    A while back, there was an interesting post in my group…   Here's what went down…   Someone purchased a service, product or whatever, and after they bought it - they didn't like the fulfillment.    So they went back to the seller and said, "Hey, Mr. Seller,  I don't like this..." and the seller said, "Oh, so sorry about that," and gave their money back.   And this actually made the customer mad.    I was a little bit confused by this response because something similar happened to me...   There was a guy who paid me for a one-hour consultation, (I don't really sell that anymore... ), but he scheduled it during the speeches at Funnel Hacking Live.     And so I was like, "Oh crap, sorry about that."    I reached back out and said, "Hey I'm so sorry,” and I just refunded his money.    I was like, "Hey, here you go."    Here’s the thing, the refund didn’t make him happy - in fact, guy was livid and made tons of nasty posts all over the place.   The dude finally got so loud that I blocked him    Originally, I was confused by his reaction so I reached out and asked...   Why are you mad that I gave you your money back? What's wrong with that? Our call was scheduled for a time that I couldn’t do…?    Why do you think I’d wanna get on a call for an hour with you after you've been lighting me up across the whole internet?    … that's crazy!    I'm NOT obligated to spend time with you. I can give you your money back and I no longer have an obligation, right?   So, let’s go back to the post…   THE CUSTOMER ISN’T ALWAYS RIGHT! The guy was super frustrated... he was so mad about getting a refund, and I was like, "I guess there's a pattern here."    So let me tell you exactly how I respond…   It was a good enough response that Mr. Russell actually liked it.    Here’s how I started…    After digging into this, I kinda understand the story.    Now you paid somebody...      You didn't like it You brought it up     … and instead of getting more as you wanted, they refunded you.   I said…    Buying is a two-way relationship; I create an offer, set a price and a value, and use the offer as the anchor of the relationship, NOT the money.   The offer is the anchor, NOT the money.    This is a *BIG* mistake a lot of entrepreneurs make.    So let me teach you something really cool here that will help simplify your business...    When a customer uses their money as the anchor of a relationship, it forces the seller to dance at the customer's will.   This violates the very first step of my offer creation formula - The Who.  Just because someone has money doesn't mean I should sell them.    That's NOT the only qualifier for you to sell to somebody.    The offer is my agreement with the customer. If I keep changing the offer to each person, it equals a dizzying level of customization. That's WHY I don't change my offers for each person. If so I charge significant levels higher.   In my mind, it sounds like the seller is just doing what they thought was fair, and like myself was unwilling to change their offer, so, they refund you - that's not spitting in your face.    The customer is NOT always right.   Whoever started that whole thing, "The customer is always right,"  in my opinion, that person has NEVER had a successful business!    Or they worked in an industry that was 100% customization, you know what I mean (and even then the customer is not always right)?    'Cause…    The customer is NOT always right. I don't want to fight the doctor if I'm about to go in surgery    ‘Doctor, cut here and not here."     The customer is ALWAYS right????    That's a stupid phrase… overall, it's just NOT true.    And a lot of your businesses will be simplified by removing that belief and that vernacular…    "The customer's always r