Handling New Feature Request by a Customer

Hey Savages,

How do you handle a situation where the customer wants some new feature and the product manager is not ready to implement it thinking there are not enough requests and lot of effort is required for it.

This feature won't add a lot of value for them but competitors do offer it. The deal will not be lost but I think it's a good idea to inform them that the request has been submitted but cannot assure if this will be worked upon rightaway.

Do you think there could be a better response that will be more effective?

- D