Frustrated yacht service company owners often ask, can customers be trained?
Customers can not be trained, but they can be led. Customers can be led to behave in a way that is good for them and good for your business, when the purpose of your business is clearly communicated and backed by action.
State clearly the purpose of your business and why a customer should care. Customers that believe what you believe will associate with your business and try your offerings.
Design your products/services to reflect what you believe and deliver them consistently to earn your customer’s trust. If the customer segment is large enough, your business will be profitable and your frustration with customers will abate.