Passion as a Selling Tool

We are well aware that the essence of sales lies in "closing the deal." Every salesperson employs diverse techniques to enhance their success with customers. Nonetheless, I contend that passion is a frequently overlooked and underutilized tool in our sales arsenal. Its value is challenging to quantify, and an effective method for teaching it has yet to be discovered.

Why isn't passion harnessed more frequently for personal gain? It’s simple. Passion exists in those who are humble, focused and unlikely to advertise their expertise.

But what makes a great sales person? Confidence? An understanding of human behavior? An entrepreneurial spirit?

Probably all of the above, and a lot more besides. However, for me there’s one common trait that the best sales and marketing people all seem to possess:

Passion.

Passion for their company, their products, their people, their services.  Passion for their customers’ concerns, goals, experiences and dreams.  Passion for the industry that they’re in.  A passion that what they’re doing matters outside of their own world.  A passion that they’re making a difference.

Passion is infectious, and difficult to ignore. Passion focusses on outcomes, not process.

In contrast, “lesser” salespeople (I call them ‘salespeople’ with a lower-case ‘s’) get bogged-down in minutiae such as features, jargon, numbers and acronyms. They’re intimidated by customers who are more technically-proficient, or by competitors with superior product offerings. They offer price reductions at the drop of a hat because that’s the only way that they think the customer is going to buy from them.

Passionate salespeople prefer to concentrate on how they can be better. How they can improve their business value offering, and how they can better understand their customers.  They see themselves more as industry pundits, mentors, experts, and problem solvers.  They bend over backwards to help – whether it’s a customer, colleague or supplier.  They have seemingly limitless energy and a genuine sense of accomplishment and self-worth.

Passion in sales is underrated. Therefore, your ability to genuinely care about your customers, to show an interest in them, and to serve them will determine your long-term sales success.