No business can survive without sales, which means salespeople tend to be under constant pressure to sell, sell, sell. Under that kind of pressure, it can be easy to start viewing customers as nothing more than a means to an end. While understandable, this attitude can actually hinder sales rather than send them soaring. Here are three reasons why focusing on the needs of the customer actually increases sales.

People who feel valued want to feel more valued

It is no secret that we would all rather be praised and complimented rather than criticized or demeaned. Yet we tend to be criticized and demeaned far more often than we are praised or complimented. Conversely, however, we’ve also all been the victim of superficial salespeople that compliment us just for the purposes of making a sale. Most of us have strong internal detectors that tell us when someone is being insincere and they tend to clang the loudest when someone is trying to sell us something. That being said, salespeople don’t have to be insincere, they just often are. When you genuinely take an interest in your customers, however, and sincerely praise or compliment them, it can make them feel valued and special. And who doesn’t want more of that?

When customers believe you have their best interests at heart, it builds trust and trust builds loyalty

All good relationships are built on a foundation of trust. All relationships. When your customers genuinely believe that you are looking out for them and trying your best to match them up with the products and services that are genuinely right for them and not just trying to make a sale or sell them the product the company currently wants to push, they will come back to you specifically time and time again.

Loyalty comes from showing customers you understand their needs

Steve Jobs is famously quoted as saying that customers don’t know what they want until you give it to them. Many took that to assume that Jobs simply did not listen to his customers. Nothing could be further from the truth. In fact, Jobs had to develop a very intimate understanding of the wants and needs of his consumers in order to create and deliver products that continued to delight and please them. Clearly, he succeeded.