So you’re passionate about your business. So what?


YawningBeing passionate about your business is a good thing – right?

I know lots of people who are passionate about their business. It’s a good thing and no more than I would expect from the people I mix with, given that most of them have chosen to do what they do.

However, I am constantly puzzled by the need that many folk have to “tell”  me they are passionate about their business. Maybe you are one of them.

Telling me you’re passionate doesn’t do a thing for me.

Would you tell me you are funny in order to make me laugh or say that you’re sexy in the hope I might introduce you to a friend looking for a fling? Would you start a business conversation by telling me you’re honest?

No? I thought not. So why tell me you’re passionate about what you do?

Do you think by declaring your passion that I’m more likely to buy from you?

Here’s a newsflash. I’m not – and neither is anyone else.

Your customers don’t care how you feel about your business

Actually no-one cares how you feel about your business. Its just not relevant. You could be bored to death by it but if you supply what people want at the right price they’ll buy it.

I understand the whole thing about buying decisions being emotional ones but its the customer’s emotions that are in the equation not yours. How you or your product makes them feel is important but will your declaration for being passionate affect their emotions?

No – and here’s why:

This is from Jeremy Marchant I’ve edited his words slightly for context.

Jeremy says: ” …  it is a mistake to believe that, if you tell me how you are feeling, that is a conversation at a feelings level, at the level of emotions. It’s not. It is a rational, “thinking” conversation.

A description of how passionate you are about what you do is not an emotional experience for the listener. It is a factual monologue, which will have the inevitable consequence of keeping them in their thinking mode, NOT getting them into their feelings – in other words it precisely does what you don’t want it to do!

The way out of this impasse is … to convey your passion by HOW you talk. How you are. “

In other words, its better to let people see and feel how passionate you are than to tell them!

Getting people to connect with you on an emotional level is the key to any transaction but simply telling them how you feel doesn’t work.

Don’t tell me – show me

If you want me to buy from you, stop telling me you are passionate and start demonstrating your conviction that you have the solution to my needs.

Businesses are driven by process not by emotion

There are millions of businesses that make money without anyone investing any emotion into them. In some ways, its better to be detached and make the right decisions logically that to be so emotionally involved that your judgement is clouded.

Passion is a great thing to have in your life but it doesn’t have to be invested in a business in order to make money. Of course,  for some people, the ideal situation is to turn your passion into a way to make a living but there are those who prefer to keep them separate. The important thing is to recognise that what works for you and what works for the business may not always be the same thing.

If you’d like to talk about how to grow your business, with or without passion, get in touch

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