No matter how much your customers like you, they’re really buying the solutions you offer, and they’re buying to eliminate their pain points. Remember that your product or service must be of some benefit to them and make their lives easier and/or more enjoyable and potentially relieve some of their pain. After all, every single one of us has the same favorite radio station: WII-FM (What’s In It for me?).

For an auto repair shop, the customers’ pain point is often the inconvenience of getting their cars serviced. They have to drop off the car, and then find a ride to get home or to work. If there was a trustworthy mechanic who offered this service, it would be exactly the solution most customers needed, and it would ease their pain point. Now, if that same auto shop washed and vacuumed the car in addition to servicing it, that would be over-the-top customer service—and certainly worthy of much word-of-mouth advertising!