"Are You In Business To Help Customers?" 
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Bob Leduc

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Are You In Business To Help Customers? 
Copyright 2005 Bob Leduc 

Customers want to believe you are in business to help them. 
They don't mind if you make a profit by helping them. But 
they won't buy from you if they believe you are only in 
business to get their money.

Here are 4 ways you can assure customers that you are in 
business to help them.

1. Personalize Your Sales Approach

Customers will not believe you really want to (or can) help 
them when they see you trying to sell the same product or 
service to everybody.

Learn everything you can about your customers and their 
lifestyles. Then, sub-divide your targeted market into 
several narrowly defined niche markets.

Customize your sales messages to the specific interests and 
needs of prospects in each niche market. Customers should be 
able to see your product or service as the perfect solution 
to their specific situation.

2. Convert Everything Into Customer Benefits

One way to convince customers you want to help them is to 
focus on the benefits they can get from you.

Customers don't really care about you, your company, your 
products or your professional credentials. They only care 
about the benefits they can get by using your products or 

Keep this in mind as you develop your web pages, sales 
letters and other promotional materials. Present everything 
in terms of the benefit it provides to customers. For 

...Don't just list the features of your product or service. 
Explain how those features provide the benefits your 
customers want.

...Don't just publicize your educational or professional 
credentials. Describe how those credentials equip you to do 
a better job for customers than your competitors.

3. Build A Relationship

You can also demonstrate your commitment to help customers 
by building a relationship with them. Few prospects buy on 
the first communication - even if they desperately want or 
need what you are selling.

Stay in contact with these prospective customers. Follow up 
periodically with some useful information ...and don't 
charge them for it. Building a supportive relationship 
proves you want to help them. It gains their trust - and 
eventually a sale.

Internet Marketers: Make sure you have a way of getting the 
email addresses of visitors to your web site. You need it to 
follow up with them. For example, offer a complimentary 
subscription to your email newsletter - or a complimentary 
special report delivered by email.

4. Encourage Questions

Answering questions is another way to demonstrate your 
interest in helping customers. It also captures sales you 
would otherwise lose from prospects unable to get all the 
information they wanted.

Encourage prospective customers to ask questions when you 
are in a live selling situation.

Make it easy for customers to ask questions when they are at 
your web site or in other selling situations without live 

For example, provide a phone number customers can call to 
speak with you or someone else who can answer their 
questions. Consider using a toll-paid 800 number unless you 
only do business in a local area.

Tip: Include a Q&A page on your web site with answers to 
frequently asked questions. It will reduce the number of 
questions you have to answer individually.

Customers know you are in business to make a profit. But 
they also want to know you are in business to help them. The 
4 methods revealed in this article will help you assure 
customers that you are committed to helping them.

Bob Leduc spent 20 years helping businesses like yours find 
new customers and increase sales. He just released a New 
Edition of his manual, How To Build Your Small Business Fast 
With Simple Postcards ...and launched *BizTips from Bob*, a 
newsletter to help small businesses grow and prosper. You'll 
find his low-cost marketing methods at: 
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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