A recent study of working people found that one-third work for the money, one-third work to advance their careers, and one-third work because it's their passion or calling. In a parallel study of salespeople, it was discovered that one-third of salespeople work for the money. It's reasonable to infer that one-third work for the passion of selling.

This begs the question: When is “sales” a calling? When salespeople buy into the idea that they're a part of something bigger than themselves, it paves the way for them to recognize the broader purpose of what they do for a living. Professional selling is more than moving a product. It's more than making a deal. It's more than a pay check. The broader purpose of professional selling is making a difference in your customers' lives. Granted, salespeople sell products, but they serve people, too. And yes, the rewards are great in terms of income.

Albert Einstein said: “Try not to become a man of success, but rather try to become a man of value.” He got it. If you become a salesperson of value, you will succeed. If your primary focus is to make a difference for your customers, you will make all the deals you can handle. If serving is your passion, you will sell plenty of products. A salesperson of value values the impact he or she makes on customers.

Professional selling is intrinsically satisfying and extrinsically rewarding. Working for passion results in a long-term payoff. This is intrinsic motivation—the satisfaction of doing work that one loves.

Salespeople who fit this description are “maniacs on a mission.” For them, a mission is more than a mission statement. Their mission is to create positive outcomes for customers. In doing so, they happen to earn a pretty decent living. Their primary focus is creating value; their success is the outcome of delivering this value.

A prerequisite for this viewpoint is understanding the broader purpose of professional selling. To see the broader purpose, you must first be willing to admit there is a broader purpose, which means you're fundamentally willing to subordinate your personal agenda for the greater good. In this case, the greater good is serving customers.

Subordinating your agenda is necessary if you want to view things from the customer's perspective. This customer value focus and your willingness to see your solution through the customer's eyes is critical when your goal is to make a difference, not just a deal. When you cross that threshold, your passion fuels your efforts.

Dr. Wayne Dyer, prolific author and philosopher, has great advice for salespeople: Fall in love with your product or service and then sell what you love to your customers.

Passion sells and enthusiasm is contagious. Focus on your customer's success and you will enjoy all the success you dream of.