When Passion Becomes Purpose

As a manager, I always loved hiring people from the programming side of our business to be in sales. With a smirk, we called it “bringing them to the dark side.”  The reason programming folks made great salespeople is that they believed in the product and were passionate about it. They don’t just like radio — they love it. They geek out over production. They love the magic of live reads, and they can tell you why a well-placed morning drive schedule still works, they can talk about listener engagement and more. The passion is great - but here’s the catch: clients didn’t always feel it.

Why? Because most conversations are at risk of being about their excitement—not their outcomes.

One day, after losing a long-time account, a former news director turned seller said something that stuck with me:

“I think I’ve been selling what I love instead of what they need.”

That’s the moment passion either stalls… or evolves.

Jay Shetty, in his book, Think Like a Monk, beautifully puts language to this tension. He writes:

“Your passion is for you. Your purpose is for others. Your passion becomes a purpose when you use it to serve others.”

That line should be required reading for anyone in sales.

Passion is energy. It’s what gets you into this business in the first place. It’s why you care enough to stay curious, to learn, and to show up with enthusiasm. But passion alone can become noise if it’s not channeled. Purpose is what gives passion direction.

In sales, purpose shows up when you stop asking, “How do I explain what I do?” and start asking, “How does what I do help them win?”

The best sellers I know don’t lead with their excitement about products, platforms or processes—even when those things matter. They lead with service, with curiosity and with questions about the client. They use their passion as fuel, not the headline.

Here’s what that looks like in practice:

• Purpose reframes the conversation.

Instead of “Let me tell you why this works,” it becomes “Help me understand what success looks like for you and what’s most important to you.”

• Purpose sharpens curiosity.

You ask better questions because you’re not trying to impress—you’re trying to serve. Questions focus on the client and their challenges.

• Purpose builds trust faster.

Clients can feel when your enthusiasm is about them, not your commission or your craft.

When passion is unchecked, we tend to talk more. When passion is anchored in purpose, we listen more. And listening is where real selling happens.

That seller I mentioned earlier didn’t lose her passion. She redirected it. She still loved radio. She just learned to translate that love into outcomes—foot traffic, leads, brand lift, confidence. Her passion didn’t disappear; it became useful.

Here’s the advice/challenge as you head into your next sales conversation:
Don’t turn down your passion. Aim it.
Ask yourself:

• Who does this help?
• How does this make their business better?
• Where does my expertise remove friction or fear for them?

Because passion may be what brings you to the table—but purpose is what keeps getting you invited back. And in sales, the most powerful purpose is simple: using what you love, know and believe in to help someone else succeed.

Think Big, Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com . You can also connect with him on X , YouTube, and LinkedIn .