How do you get business people to take QA test seriously?

Is it common for business people to 'sign-off' on what they see in QA environment, but then repeatedly comeback with more changes afterward? It's one thing if the change is a major bug or show-stopper, but 3/4th of the changes appear to be 'minor' changes and typos, for which there were plenty of chances to correct. Unfortunately, nothing really is minor.

And many of these changes magically appear near the release date, which tells me that business folks don't take testing seriously until the last moment.

I understand business people are not professional QA testers, and they may be distracted by their day-to-day tasks. But how do you get them to take testing seriously?

If you had similar experience at your organization, how did you overcome the problem?