I was at an event recently where one business speaker asserted that there were four words you should never tell a customer: “I can’t do that.” And he had some very good reasons for this assertion:

Your competitors love it when you tell a customer, “I can’t do that.”

It’s music to their ears.

When you tell a customer, “I can’t do that,” you’re giving them an excuse to look elsewhere, and you’re opening a window of ...