What “helping your customer” really means | Isarta information

January 16, 2023

Jean-Pierre Lauzier, consultant, sales speaker and author of “Le coeur aux sales” regularly gives advice on personal and commercial development at Isarta Infos. Today, he’s interested in a common misconception among salespeople: the notion of helping their customers.

The main reason your customer buys your product or service is because he is convinced that you are the best at getting him what he wants. What he wants is not your product, but the results and benefits that your product will bring him.

So if you want to be successful in sales, your goal should not be to sell at all costs, but to help your customer get what they want, because the more you focus your efforts on that goal, the more you will make. successful.

Often, when I am discussing with a salesman, I have this feeling that irritates me to the extreme from the first moment I feel his desire to make a commission with me. The same goes for the vast majority of customers.

However, that salesperson will say they want to help their customer when in reality that’s not how the buyer feels. Unfortunately, this salesperson is more concerned with meeting their own needs, especially their financial needs, than focusing on the customer’s needs, and the customer recognizes this.

Helping doesn’t mean the same thing to everyone

The seller and the buyer have different definitions of the word “help”:

  • The definition of a seller is: “By offering my product to the buyer, it will help him get what he wants.”
  • The buyer’s definition is as follows: “For the seller to help me, I have to feel sincere in wanting my well-being thanks to his high competence and offering tailored solutions. to bring me a lot of value”.

A highly successful salesperson understands the difference between these two definitions and takes great care to refine his approach every day according to the buyer’s interpretation of the word “help.”

We often think that a successful salesperson only thinks about making a lot of money, but in fact, the real reason for his success is that he can help his customer more than his competition. .

3 concepts behind the word “help”.

To fully understand the buyer’s point of view, let’s dig deeper into the key elements of his definition of the word “help”. There are 3: genuine feeling, experience and value.


The customer wants to understand your sincere and emotional desire to help him. He wants to feel that you forget yourself in the sales process and that you respect his values ​​and the values ​​of your company and fully focus on satisfying his wants and concerns in the best possible way.

In today’s market, where products are very similar and little things make the difference between winners and losers, genuinely helping your customer will allow you to consistently beat your competition to the finish line.

You can help a lot of people every day, and if that help isn’t related to your area of ​​expertise, it’s entirely possible that you’ll have very little success in life. Help others with your expertise as much as possible to gain valuable leverage and propel you to success faster.

Improve your knowledge every day to develop a specific practice and help people get what they want with that practice.

In order for you to provide customer value, the customer has to ask for help, and if they don’t ask for your help, you’re wasting both your time and theirs. This value is determined by the customer, not you. We all know that the same gesture can be very valuable to one person and completely useless to another.

So, to be able to provide value to the customer, you need to understand their concerns, desires and goals. If you don’t know these things before you make your offer, you likely won’t be helping your client.

In general, learning to “help your customer” is like learning to swim. It’s not just about saying, “I want to be a champion swimmer,” you have to practice every day to be the best.

If you decide to become a Master of Sales, apply yourself to deeply understand the intricacies of “HELP HIS CUSTOMER” and apply it in your daily life. It will probably take you a few years to master these, but this aspect of selling will be a cornerstone to great success as a salesperson, along with a deep sense of accomplishment and satisfaction.

Good luck!

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