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You are100% confident that a request you got from your customer is not beneficial for their business. What you are doing?
You never say no, you just explain the impact and risks associated , some business models I know rely on profit generation from customer change requests , though this is devestating on the long term relationship, what I prefer is to use your personality, skills, escelations and presentation to show the customer your loyalty to him and then he will listen to you.