Customers like to know that you care about them and not just their money. Yes you would like the customers to purchase your products, but you must also want them to get the best product for their money. When customers see that you have their interest at heart, then you will build a good customer relation and have loyal customers. So don’t just look for a sale but seek out the need of your customer and advise them accordingly, whether you are compensated for it or not. People like to know that they are cared for.