If a customer is not ready for the medicine, it is probably best to move on to one that is committed to your cure. Otherwise it can cost you more than the sale is worth.
Companies answer first to the directors and investors, then to customers.
Rising customer expectations are another current and significant market driver. A simple transaction these days becomes far more complex when coupled with expected add-ons like service and support. Customer tolerance is decreasing, and people are becoming more frustrated with mediocre products, poor service and vendor ignorance about their basic needs. Many companies willingly enter into customer relationships unsure of whether they can actually meet customer expectations, let alone exceed them. A key challenge companies face in today's hyper-competitive markets is successful management of these variables.