Happy customers are easier to manage. The best ones know what you are both good and bad at.
Getting to this kind of relationship requires the honesty and commitment of a “Trusted Advisor”.
Now do you really want to become a trusted advisor?
Sometimes a trusted advisor will need to decline a sale opportunity that they have an “okay” solution and instead recommend a competitor who is the market leader.
When should you do this?
It really depends on the competitiveness of your industry. When long term relationships and slow growth is the norm you should consider the trusted advisor approach.
Conversely you will get eaten alive if you try this in a highly competitive, transaction-based industry!