Selling is Serving: How to Help Your Customers

In the world of sales, we often hear phrases like “closing the deal” or “making the sale.” While these terms are part of the sales lexicon, they can sometimes overshadow the true essence of what selling is all about. Selling is not just about transactions; it’s about serving. It’s about understanding your customers’ needs and helping them find solutions. Let’s explore this concept and how you can apply it to enhance your sales approach.

The Shift from Transaction to Service

Traditional sales models often focus on the transaction, the act of exchanging goods or services for money. But what if we shift our focus from the transaction to the relationship? What if we see sales as an opportunity to serve our customers, to understand their needs, and to provide value?

Practical Application: Listen and Understand

  • Ask Open-Ended Questions: Encourage your customers to share their needs and concerns.
  • Listen Actively: Show genuine interest in what your customers are saying.

The IDEAS Sales System: A Framework for Serving

My IDEAS Sales System is designed to help salespeople serve their customers effectively. It’s about Introducing, Discovering, Evaluating, Adapting, and Serving.

Practical Application: Apply the IDEAS Sales System

  • Introduce with Authenticity: Make a genuine connection with your customers.
  • Discover Through Empathy: Understand your customers’ needs and desires.
  • Evaluate with Insight: Assess the situation and identify the best solutions.
  • Adapt to Individual Needs: Tailor your approach to each customer.
  • Serve with Compassion: Focus on helping, not just selling.

Jesus: The Ultimate Example of Service

In my book, “The Master Salesman: Jesus and the Art of Service,” I explore how Jesus’ approach to people can be a model for salespeople. Jesus was not selling products; he was offering salvation. His approach was compassionate, understanding, and focused on serving others.

Practical Application: Emulate Jesus’s Approach

  • Show Compassion: Treat your customers with kindness and empathy.
  • Build Trust: Be honest and transparent in your interactions.
  • Provide Value: Focus on what truly benefits your customers.

Serving Through Solutions

When we focus on serving, we look for ways to solve our customers’ problems. We become partners in their success, not just vendors trying to make a sale.

Practical Application: Offer Solutions

  • Identify Problems: Understand the challenges your customers are facing.
  • Provide Solutions: Offer products or services that genuinely solve their problems.
  • Follow Up: Stay in touch and ensure that the solutions are working for them.


Selling is serving. It’s a philosophy that shifts the focus from transactions to relationships, from selling products to solving problems. It’s about understanding, empathy, and providing value.

If you’re interested in exploring this concept further, you might find value in my book, “The Master Salesman: Jesus and the Art of Service,” available here.

For those looking to deepen their understanding of sales as service and develop skills to connect with customers on a meaningful level, I invite you to explore Training, Coaching, and Life Coaching at Closer Classes.

Your customer wants to buy. He needs you to help him believe.

Summary: This article emphasizes the concept of selling as serving, focusing on understanding customers’ needs and providing value. It includes practical applications and insights from the IDEAS Sales System and Jesus’s approach to people. The article encourages a shift from transactional sales to relationship-building and problem-solving.

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