Every business needs profit. Without it, companies can’t continue, employees lose their jobs, and clients lose valuable products and services. Profit isn’t a bad thing. It’s essential.

What happens when profit becomes the purpose instead of the result?

That one decision changes everything.

When that happens, I’ve seen turnover increase, and sometimes it leads to unethical behavior. Why?

Clients begin to look more like transactions than relationships.

I believe the relationship is directly connected to the purpose. When profit comes first, company leadership may view salespeople as an expense. When leadership puts its purpose—or its “why”—first, salespeople are viewed as an asset.

While a business cannot survive without profit, profit is not the mission of the company. No one says the purpose of life is to breathe. We breathe so we can live.

Likewise, businesses earn profit so they can continue serving clients, creating opportunities for employees, and making a positive difference. Don’t settle for survival when what you really want is to experience significance in your market.

Two Very Different Sales Mindsets

As a salesperson, leader, and sales coach, I have seen two very different types of salespeople:

• The traditional salesperson views each sale as an opportunity to win.
• The servant seller asks, “How can I improve this client’s life?”

That is a significant shift. It changes the salesperson’s mindset and the conversations they have with the client.

Here’s how I see the difference:

Instead of convincing the client, begin by understanding the client. Instead of pushing and presenting, start asking and serving.

The result is that clients trust you more and become more open to learning how you can serve them.

Purpose Produces Greater Profit

Clients are very good at detecting a seller’s motives. Often, those motives are more obvious than the salesperson realizes. Even seasoned salespeople sometimes forget that what matters most to clients is their own needs.

Clients don’t want to be viewed as a potential commission check.

When they feel that way, they shut down.

They want to be understood. When that happens, they become more open to what could develop into a lasting relationship.

Trust is built when clients believe your success is based on their success.

There is nothing wrong with making money. Profitable businesses can bless employees, families, communities, and charities.

Profit makes a terrible purpose. Purpose comes first.

When serving people becomes the mission, profit becomes the natural by-product. The servant selling mindset understands that success isn’t measured first by what you earn, but by whose life is better because you showed up.

Remember that purpose gives your business a reason to exist.

Here’s to great selling and serving your clients.