In the grand scheme of things, the customer may have slightly more pull than the cashier ringing up their order, but it’s the CEO and the board of directors that control the narrative. That’s why we’re getting bigger and less fuel efficient vehicles, bigger and more fattening meal portions in restaurants, and bigger less affordable houses.
More that the customer has ultimate veto power over any deal. You can do everything absolutely perfectly, and the (potential) customer can still decide the deal is “wrong” and walk away completely.
You don’t have to convert every potential customer into an actual customer, but an actual customer will only convert if they believe they are “right”.
An actual customer can do no wrong, but not everyone who walks through your doors is an actual customer.