Your largest customer, worth 15% of revenue, wants a feature nobody else has asked for, and renewal is in eight weeks. How do you decide whether to build it?
Separate the leverage from the merit: the renewal makes the request urgent, it does not make it valuable. Work out the real problem underneath the requested solution, test whether it generalises to other accounts, and price the full cost including permanent maintenance rather than the build estimate. Then choose deliberately between roadmap, configuration, services and no.