Passion is critical in business – without it, we would often struggle to see ourselves through the tough times, or in many cases even fail to get started in the first place.

And for the most successful, long-term business owners, passion for what they do simply becomes a part of who they are as they exemplify continued dedication, commitment and high standards in their chosen venture.

But contrary to general assumption, it is this exact passion that can unexpectedly turn away buyers in the moment of selling if such energy is not harnessed in the right way.  

It is this passion that can cause a business owner making their own sales to send their ideal buyer’s eyes glazing over as it can result in them getting into the nitty gritty details of how their service works.

How does this happen? Aren’t we so often taught that passion is key to making sales?

It happens because so many business owners lose the mind of their ideal buyer in believing they need to explain the details of how their service works, as opposed to the outcome that is achieved, or the problem that is solved through using it – and typically, business owners will often have a passion for how their service is delivered as opposed to a passion for what the outcome of their service is for their buyer.

It is critical that this concept is grasped firmly if sales success is your ultimate goal in business.

Understand: Your buyers want to know first and foremost the advantage that utilising the services of your business is actually going to give them. That is the number one filter through which they will base all of their buying decisions, and it is the exact filter through which they will want to have the sales conversation with you as the business owner.

Passion is absolutely still required, but the key is to be passionate about the outcomes of working with your business, as opposed to being passionate about how our service works.

You can be passionate about the how in your own time – but when we are here to make it all about the buyer and their needs it is critical that we speak the language they are most interested in hearing, and what they are most passionate about solving for themselves. 

If you’re a coach or consultant, ensure you are speaking in terms of how life will be different as a result of working with you, as opposed to the coaching and consulting models that you’ll apply whilst working with them – even though its likely to be the coaching models you’re most passionate about.

If you’re a personal trainer, ensure you are speaking in terms of the new physical and health-related results they will have achieved after X amount of time working with you, as opposed to the exercises and muscle groups you’ll need to attend to throughout your sessions together – even though it’s likely the knowledge of the muscles and exercise you’ve been so passionate about, that helped you get to where you are.

Remember, passion in business is essential (and that will never change), but if you’re making your own sales in your business, hold onto the passion and harness its energy for when you are actually delivering your service – away from prospective buying mind, away from the sales conversation.

Show passion (it’s highly attractive) but show it in the areas that concern the ultimate outcome for the buyer.

Put simply: remember to have passion for your buyer’s outcomes, advantages and problems solved in their life before anything else.

That’s what they need you to be passionate about in the moment of selling, and they’re the ones who call the final shots (and hand over their investment to you) at the end of the day.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales – the methodology designed to ensure you are closing sales without the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape.

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