In worlds of buying, caring, giving - the customer doesn't know what you know.
They're not always right but they're not always wrong.
They are driven to find something - they just don't know what they need to know to find it, find something better for them, find the best among many choices.
But you know their options, and if you've listened to the way they describe the problem they want to solve, you can help them with more than a sale.
You can help them connect with what it feels like to have a roof you can trust in a storm, or being part of a community that cares about what's wrong with the world and how it can be changed. (Both are things they'll be eager to tell their friends about!)
You know more - and if you put them in the center of what you know, you're the right kind of person in a world of transactions without consequences.