If there's one thing I've said to clients that have stopped them dead in their tracks it's that trying to maximize their sales can be one of the worst things they can do.
I have yet to meet a small retailer who is thinking about retaining my services who isn't focused on maximizing their sales. Of course, they're also struggling with profitability and cash flow. That's why they're talking to me. People generally don't talk to somebody like me unless they're feeling some pain, and there's nothing quite as painful to a small retailer as not having enough cash.