How To Leverage Passion As A Key Sales Tool


‘Passion’ is a word often used in the context of customer attraction, sales and customer experience: passion will drive excellence and continual improvement, passion will make the customer want to trust you and see what you have to offer, and without passion it is next to impossible to deliver anything at a world class standard. But what does this word ‘passion’ really mean?

I would suggest it means the following:

You remain enthusiastic and committed to what you are doing whether you reach your goals or not.

So what does this mean in practice?

For yourself:

  • You slow down, stay focused and continually aim to improve no matter what setbacks come your way.
  • You are always looking for potential solutions to problems whether you are asked to do so by your boss or not.
  • You never give up or blame other people: for any barrier or problem you find ways to go over, under or around.
  • You stay passionately focused on the needs of the customer, whether they buy from you today or not.

For your product or service:

  • You slow down and stop trying to ‘sell’ … instead focus it passionately on fulfilling an emotional need for the customer as efficiently and smoothly as possible.
  • You continually invite feedback on what it does well and what it needs to do better (and you value and respond to all feedback).
  • You continually look at the market and competition to see what customer needs are being routinely ignored or abused.
  • You look for complementary products or services that can also help your customer.

For your sales approach:

  • You slow down, make sure you have a clear mission that focuses your attention on your customer’s needs above your own.
  • You look at everything through the eyes of your customer and their need for attention, trust and an easy and profitable life … slowly, step by step.
  • You go out of your way to get close to your customer in order to find out what their needs are and how your product or service can really help them (or not … and ‘not’ is ok!).
  • You work on every aspect through identifying and developing all the tiny areas of improvement that will add up to world class customer experience, loyalty and reputation.

I hope this short article is helpful but it’s easy to say what everyone ‘should’ do … and it’s much harder to actually do it. Here are 3 simple actions you can take over the next 3 weeks to start the ball rolling. None of them cost very much, if anything, and they are all relevant whether you own your own business or are the newest recruit just looking to do the best you can in your role.

  1. Commit to passion: if you can find a way to get paid to do what you’re already passionate about, that’s great … if you can’t (yet), then find out how your product or service makes a ‘worthwhile contribution’ to the world around you, and then focus on being passionate about that. (And if you can’t do either of these it might be a good idea to start looking around for something else to do).
  2. Put a simple, powerful feedback process in place: so you can identify areas where you’re excelling (so you can do it more), doing ok (so you can do it better), and getting it wrong (so you can put it right and then do it better next time). This is an area where you may need some professional help, as most feedback systems are lame and ineffective (at best). Please feel free to contact us for advice on where to start with this.
  3. Start a weekly cycle of ‘go the extra inch’ to use the above information to drive continuous improvement. It may be as simple as a weekly plan for an individual at the beginning of the week, or as large as a whole continuous improvement system across a team or organisation. Whatever it is, make sure you start SOMETHING … you can grow and improve it later!

These are some of the principles and questions we address in Slow Selling: please click here to join our top tips and updates list or, if you have a question regarding your situation and would like a simple answer, drop us a line at

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