How do I handle the conflict between helping customers and selling to them?

You are asked to help customers and to grow money from them at the same time, and it feels like serving two masters. That tension is real, and you are not wrong to feel it. Naming it honestly is better than pretending the two always point the same direction, because sometimes they do not. But the conflict is smaller than it first looks. Most of the time, what genuinely helps the customer is also what keeps them paying and growing. Real value is not the opposite of revenue, it is the source of it. The clash only sharpens in the moments when you are pushed to sell something that does not actually serve them, and those moments you can learn to recognize. So make helping your foundation and let selling grow out of it, not the other way around. When you genuinely believe more of what you offer would serve them, offer it without guilt. When it would not, do not. Anchor to the customer's real good, and most of the conflict dissolves. The rest you handle one honest call at a time.