Is "helping" a dirty word?

Often when we talk about selling, people cringe because the word triggers negative connotations for them. And it's justified when salespeople are being sleazy and take clients for a ride. 

On the other hand, I know a great deal of salespeople who love their clients and have their back. They are providing value adding services, help customers to invest in them so they can enjoy the many benefits and therefore "help". 

"Selling" is not required as long as we help to uncover needs and wants, then show clients relevant ways to address them, and make them feel comfortable about making a decision. There is no strict selling when we find out what it is a client wants, and then give exactly that to them. 

In this approach, selling is caring.