No one wants to be cheated. Everyone wants to be sold to. That's because everyone has problems they can't solve on their own. "I don't want to be sold to, beca

No one wants to be cheated. Everyone wants to be sold to. That's because everyone has problems they can't solve on their own. "I don't want to be sold to, because I think I'm being cheated" becomes "If I'm not being cheated, then selling to me is okay". Or to put it more abstractly, "Selling bad because yuck" becomes "If yum, then selling good". It comes back to the win-win, to mutually beneficial relationships. I disagree that there is "zero structural incentive" to consider the needs of the customer. In most cases, there's plenty of structural incentive. If your business depends on repeat customers, not considering their needs costs you their business. If your business depends on references and reputation, then not considering your customer's needs costs both the current customer and future customers.