Passion is the key to becoming a great salesperson: If you’re passionate about helping clients rather than selling to them, you’ll have no trouble conveying that confident message every time you pitch.

This passion will be essential for future sales. In 2020, researches expect that Generation Z will hold 40% of consumer buying power. This digitally native generation is known for being pragmatic, which means that salespeople will need to appeal on an emotional and logistical level.

So what are the hurdles to successful sales? In a recent Richardson survey, 22% of sales professionals said disrupting a client’s status quo was their greatest challenge. This means that instead of just selling, salespeople need to help clients make educated purchasing decisions by making a case for change.

As markets and consumer demands evolve, it can be difficult to compete for prospects’ attention and break through the concerns of risk-sensitive customers. Too much market noise can limit the effectiveness of your pitch, and reduced budgets leave prospects less inclined to explore products and services.

These challenges can seem overwhelming, but with preparation, consideration, and proper pitch execution, you’ll be ready to make sales. Use these five tips to get it right from the start:

1. Fall in love with your product.

You can’t be passionate about your product or its ability to help a customer if you don’t actually love it. Learn everything about the product you sell, from its technical specs to the emotional testimonials of previous customers. Afterward, use it yourself. Your praise of the product will be more believable if it stems from personal experience. Say you sell specialty soap. If you can’t explain to a customer how this soap fits into your daily routine or tell them how the soap has improved your experiences, then they won’t believe that its worth purchasing.

2. Care about your prospects, too.

Clients won’t buy if you aren’t listening to them. Bad customer experiences are a costly mistake: U.S. businesses lose about $41 million each year. No matter how much you love your product, your prospects won’t feel the same if you’re not thoughtful and credible. Ask questions to understand your prospect’s specific needs, then focus on how your product can address those concerns. Draft an FAQ page or a guidebook so that your clients have tangible answers. Your expertise holds more weight when clients know that you understand exactly what they’re looking for.

3. Don’t ever make excuses.

Once you know your product and how it can serve your prospects, make it an internal rule that no excuse is excusable. Did you bomb the sales meeting despite your passion? Too bad. Don’t excuse it; understand what went wrong and do better next time. Eliminate excuses from your vocabulary, and before long, you’ll learn not to accept no as an answer. Always ask yourself, “If I’m responsible for this, then what do I need to do differently?”

4. Compete on anything except for price.

If you’re the cheapest in your industry, that’s great, but don’t make price the center of your pitch. Gone are the days when that was a good selling point. Today, consumers will pay more for products if the company provides great customer service. Focus instead on the quality of the product and the customer experience. Sales is a people business, so compete by building connections instead of undercutting the competition. If someone asks you about a competitor, say the nicest things you can. Then, if they ask the competitor and he or she badmouths you, the customer will know who they want to do business with.

5. Always pick up the phone.

Even the most seasoned sales professionals have hang-ups, and cold calling is one of them. According to research by ValueSelling Associates Inc., up to 48% of B2B salespeople said they avoid picking up the phone. Without cold calls, most salespeople have trouble meeting their quotas. You may prefer emails and texts, but by avoiding the phone, you’re neglecting one of the most important ways to connect with your prospects and customers. Do you have leads on the brink of conversion? Try giving them a call (assuming you have their number). You might be surprised how they respond to a human voice.

As a salesperson, you have to care about what you’re selling and the people you’re selling it to. After all, just closing sales doesn’t make you a great salesperson, but being a source of value to every client in your roster does.

If you’re interested in learning more about how to succeed in a modern world, take this quiz to learn more about your purpose in life and the factors that drive and motivate you.