Many years ago, I spent a day with an outside salesperson named Bill. I've written about Bill before because I learned more about sales—and people—by watching him in action than I could have possibly learned from a book or in a classroom. He had been selling industrial products for more than 50 years and showed no signs of slowing down.

When I asked him about retiring, Bill looked at me as if I had two heads.

“I love what I'm doing,” he said matter-of-factly. “This isn't a job. I just look forward to coming to work every day.”

He was more than 80 years old, but he ran me ragged that day as we visited customer after customer. He had enthusiasm, exuberance and energy.

Bill clearly summed up what many people in business today are lacking: A passion for what they do.

How often have you worked with someone whose negative attitude affected everyone he or she worked with? This is the person who is constantly complaining; everything the company is doing is wrong and he or she is the only one who has all the answers. Contrast that to an employee who goes about his business every day with a positive attitude and whose passion is infectious.

Passion is reflected by your staff every time a phone call is answered, an order is shipped or a sales call is made. It's readily obvious to the caller and customer how that person feels about his company and his belief in its products. You can't be a salesperson if you don't believe in yourself, the company you're representing and the products you're supplying. Every customer, every prospect and yes, even your colleagues, know how much passion you have. It's impossible to hide.

Today, much of our lives is centered on our business. It's who we are. What's the first question you're asked when you meet someone new? “What do you do for a living?” Within a few seconds of that answer, the questioner will know the passion you have for your job and your company.

Keeping that passion is difficult, particularly in light of consolidation, a shrinking distribution base and increased competition. But your confidence in yourself, your company and your products is reflected in the way you are perceived by customers.

How much passion do you have for what you do?

jkeough@reedbusiness.com