Back when Erik was in high school, his dad retired from the air force and opened a VCR shop. He ended up having 2 video stores and during the summers, nights, and weekends, Erik would work there until college.
One of the biggest lessons he learned was to be truthful with customers. For example, people would come up to him and ask, “Is this video any good?” They want his opinion. In that moment, he had a choice to make: 1) If he says he recommends it whether or not he’s seen or likes it, they are likely to rent the movie; or 2) If he tells them the truth that it’s a terrible movie, he may lose a sale.
He started off saying yes to everything but quickly changed his approach and gave his honest opinion. What he realized was that it didn’t have to be a yes or no situation. He could frame it to redirect the conversation to help them find something even better.