Why Do Your Customers Pay You? – by Howard Lewinter

By: Howard Lewinter Tuesday September 27, 2016 comments Tags: Howard Lewinter, business tips

Business is your world, isn’t it?

Even when you are enjoying time off on the weekend or on vacation, business probably pops into your mind. It’s just who you are.

When you’re in business this may sound obvious but you need to sell products or services to customers. Why? The simple answer is because the customers pay you for whatever it is your company specializes in.

Think about it for a moment and let’s look closer:

Why do your customers pay you?

  • Do customers pay you because you show up when they need you?
  • Do customers pay you because they especially like your website?
  • Do customers pay you because you have a great presence on social media?


Perhaps it helps to attract customers to your company. But it’s not why customers pay you.


There isn’t anything you do that someone else at another company doesn’t do – unless your company has a proprietary product or a patent.

Customers can always get business information, products and services almost anywhere.

So why do customers pay you rather than someone else?

Answer: Because you can do something for customers. It’s your unique point of difference from everyone else. It may even be multiple unique points of difference all rolled into one!

Customers pay you because you resonate with them in a way no one else does.

Customers pay you because you have the goods and/or services they want and/or need to make life better. Because you can be integral in helping another business make a profit. You take the worry away regardless of how small or big the problem may be. You point customers in the right direction and keep them moving in the right direction. You provide exceptional customer service.

When customers pay you for your products or services it’s not directly about you. It’s not directly about your company. It’s about what you can do for them. How you can be relied upon to be there. To get the job done. No matter how small or how large.

If a customer can “see” or visualize what it is you’re talking about then there’s nothing to really sell. The customer sells themselves on your products and/or services. The customer wants to do business with you. That’s why the customer pays you.

As a businessperson you want a sustainable, profitable business with repeat customers who act as advocates to attract more customers.


As I often say:

It’s the easiest of times to get into business. It is the hardest of times to stay in business.


For business success, you need to always be:

  • On top of your business
  • Be flexible
  • Know what’s going on in the marketplace
  • Talk with confidence and knowledge
  • Be a leader
  • Understand customers must trust you


In business, money can be limitless. You truly can make a lot of money. For customers to give your company money in exchange for products and/or services they must be willing to risk their money and also willing to connect or associate themselves with you. That’s why it’s so important to convey your message to customers in a manner they can relate to and are comfortable with.

If you help your customers to be successful in solving problems, then you and your company will be successful.


Ask yourself:

Is everyone in the company effectively communicating to customers and with co-workers?

If they are, then customers will not only want to work with you but also, will want to pay you.


To your success!

Howard Lewinter

About the Author: Howard Lewinter

Howard Lewinter guides – focuses – advises CEOs, presidents and business owners to more success – more profit – less stress. Visit Howard’s website and blog at www.TalkBusinessWithHoward.com. Connect with Howard on LinkedIn or follow Howard on Twitter at @HowardLewinter.

Find on Google+