I agree with what you're saying, but 100% of my experience with small business owners is arrogance. They could care less about changing their way of doing things. This is the biggest challenge to get past. With the inability to see the root problem as the real problem, solutions are useless.
They ultimately do admit their problems or else POS wouldn't be a thing at all, we'd still be using hand-cranked cash registers.
There is a reason they are a small business owner and not an employee of a similar business across town. They love their work and they want to steer the ship. I don't think you can even lump in "they want to get rich", because most of the small business owners I know make a middling-to-low, middle-class income.
So yes, part of being that person who thinks they can be in charge is that they tend to be arrogant. They probably have reason to be. They probably got told by everyone around them that opening the town's 10th pizza shop was a stupid idea, they should just stick to law school like their father. And yet somehow a small town can support 10 pizza shops! When you get to disprove your detractors, it tends to make you feel like you know everything.
The trick is learning how to work that attitude. You don't approach such people with "buy my product, do more work, and we'll tell you what you're missing". You approach them with, "how would you like to spend more time at home?"
