Louis Massaro argues that selling should be framed as serving customers — not persuading for profit but protecting customers from poor competitors and poor outcomes. Using his experience with moving companies, he advises treating customers as if they were family ("like your grandmother"), explaining risks of cheaper competitors, and guiding them toward choosing the company that will genuinely take care of them.
When I was in moving and coach a ton of moving companies, too. It's like, you know, if you know that there are competitors out there who are not going to do a good job for the customer that are maybe going to give a low price and then they give a higher price, or they're going to send out unprofessional people and they're going to break everything. And, you know, your company does a good job. Shouldn't that be a core value to sell in order to serve? You can't serve them. You can't do them a favor. I always said, look, treat every customer like it is your grandmother looking for a move to the point where if they're like, I'm going to go with this other company, you just need to have that talk with them like it's your grandma. Look, I understand, but here's, you know, I want to make sure that you get taken care of and you explain the obstacles of going out and going with somebody else while you take them by the hand and lead them, sell them on allowing you to serve them.
