Is your customer king ? or your product ?

Management books says treat your customers as king, god etc. But never do that. Treat your customer as normal human being. Instead you should actually treat your product as king. I will try to convince this statement in below.

The problems in treating your customers as king is you can never say no to whatever they demand and you can never negotiate with them because you have already made them feel special. So you will either end up in over promising which you cant deliver or you would end up losing the customer. If you end up in over promising and deliver what you promised, it is a loss for your business in terms of monetary or other resources, if you end in over promising and din't deliver you lose that customer and also other customers whom he/she could influence and also in lose of brand value. Thus never treat your customers as king.

So what should you actually do ?

Treat your product as special instead of making your customer feel they are special. Make your customers feel that your product is very special and if they own product they will become someone special. If you place your product as something special customers come to you, and they became your fans instead of just customer.

Example: Apple does this in a right way. They always make their customers feel that their product is very special and no such other product is available in universe. We all know Samsung phones offer more features that Apple iPhone that too at less cost. But still why people go flaunting behind iPhone. It is just because of their placements of product. They say customers if you own an iPhone you are special and people believe it, they became fans (not customers).

Note: This is will not work for all products.