Business owners who are motivated solely by profit or a love for their product are likely to think, “I want to sell this and I need people to buy it,” rather than, “What does the customer want and how can I best solve their problem or fulfill their need?”

“The customer is always right” is a well-known mantra, because without customers you have no business, it is their needs that feed a business’s sales. Getting business from your existing customers is less costly and unpredictable than attracting new ones, so retaining customers is vital for survival.