The customer who needs a simpler option deserves the same respect as the customer buying the largest one.

Spending less reads as mattering less, and that shows up in tone, in patience, and in how quickly someone gets handed along to another person. Yet the one choosing the modest option is often the one for whom the decision carries the most weight, having thought about it for weeks beforehand.

If you serve people, watch where your attention goes when an order turns out to be small. Ask the same questions, offer the same time, and let them leave without having to feel apologetic.