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We all know that Sales is really all about
“closing the sale”. There is not a salesperson alive who does
not use a variety of techniques to help them be successful with
customers. However, I believe passion is the most underrated
and underutilized sales tool in our arsenal because it is too
hard to measure and no one has found an effective way to teach
it. Why don’t more people use passion to their advantage? It’s
simple. Passion exists in those who are humble, focused, and
unlikely to advertise their expertise.
Passion is an effective sales tool because it
isn’t artificial and can’t be faked for a long period of time.
It is displayed in people who genuinely care and are willing
to take the time to serve their customers in whatever manner is
necessary. If your mindset is not to compassionately serve
people, you can stop reading because the rest of this article is
not for you. If you do have a willingness to serve and
demonstrate concern, then continue reading.
Passion in sales is evident when the sales person
takes the time to listen to their customer and attempts to
really understand what it is they are looking for. It is
displayed not only in the questions that are asked, but also in
the tone of voice and body language that are used and the
follow-up demonstrated after the sales call. Sales people who
have passion are able to create long-term profitable
relationships with their customers. They also routinely benefit
from referrals by their existing clients and, on many occasions,
these prospects come to them ready to buy. It’s ironic to note
that the individual characteristics that reveal passion are also
the same characteristics that are demonstrated by many
top-performing sales people. However, without passion resulting
in a steady supply of new prospects, their status at the top is
short-lived.
Before you rush out to practice your body
language and tone of voice in an attempt to find passion, let me
add the secret ingredient: heart. Passion comes from a genuine
belief of wanting to help the customer in both good times and
bad. It is at its truest form when things are not going well
for either the sales person or the customer and the sales person
is still willing to serve first and sell second. Don’t get me
wrong: having passion does not mean you’re giving up profit
indefinitely. It might mean you are sacrificing a little
short-term gain, but when you are committed to having passion
for your customers, you will achieve a higher level of long-term
profit, not only from the customer you’re serving, but also from
the referrals they bring you.
Passion can actually be measured in a couple of
ways. Begin by asking yourself this simple question: “When the
day is over and my customers are reflecting back on the people
they’ve interacted with and the activities they’ve done, do they
think of me in a positive light that contributed to them having
a good day?” It is important to consider whether your customers
truly believe you are helping improve their day or simply
contributing to the chaos of it. Another assessment tool is
found in analyzing the number of referrals you get. Referrals
are an accurate measurement of how your customers view you, even
more than repeat business with a current customer. If they
honestly believe in you, they recommend you to others. (Keep in
mind, however, that if they don’t like you, they’ll still talk
about you, just in a negative light.)
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.
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