“I do not mean to say that customers should be ignored or treated shabbily. I sincerely believe in being cordial, fair, and honest with them. Their requests, comments, concerns, and needs should always be carefully considered and used as a valuable source of information. Their demands should, however, be kept in perspective. Sometimes they may not know what they want, sometimes they may change their minds, and sometimes they are not willing to pay for all that they want.”