We use a phrase in business frequently. Want vs need. In personal life I used it to justify or shoot down financial situations. In business its what our clients require from us. Is it what our clients clients want or what they actually need. Our clients may come to us asking for XYZ and some ABC with maybe a little PQR on the side. Then we run them through a series of questions and more often than not they realize they actually needed to solve BHU. Really their boss just threw them and a budget at a problem and were hoping for the best. Luckily I suppose they found us some how and were given a proper walk though their options in the industry.
I am purposefully leaving the industry and all details of the work type out here, because in principal the same techniques can be applied to many products or services. If the company at hand is solving the problem the client came to them with it is better than just making a profit and hoping they will come back. By solving their problems they may end up with a different final solution from you than what they walked in the door trying to receive but (assuming the company can follow through of course) they will be much more satisfied with the way it was handled.
Never underestimate the value of a reccomendation by a client to people you may not know they know. And of course the value of their reccomendation to your future clients.