My knee-jerk reaction to this customer would have also been to feel insulted.
But it's just part of having a business, I would have politely told him that I could not do the sign for that price, that I am not WalMart, everything I do is completely custom, and to have a nice day.
What I am entirely sick of lately is people (not even classified as customers) either calling or emailing me wanting to buy blank coroplast from me.
Or the once a year tire-kicker emailer/caller, who contacts me wanting something for nothing.
Or the ex-customers from a closed sign shop, who bit the dust because they were too cheap to turn a profit, expecting me to do a yard sign for $12.
I am not into negative money, no matter how small a shop I am.
Love.....Jill