Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud
Drawing on two decades of consulting with leading sales organizations, sales leadership expert Lisa Earle McLeod reveals how a Noble Sales Purpose (NSP) can drive a team to outstanding sales numbers. Using hard data and compelling field stories, Selling with Purpose explains why salespeople who understand earnestly how they make a difference to customers outperform their more quota-driven counterparts. This book shows executives, managers, and aspiring sales leaders how to find your NSP and create a sales force of True Believers who drive revenue and do work that makes them proud.
- Explains why sales organizations with a clearly stated Noble Sales Purpose (NSP) dramatically outperform sales organizations driven by numbers alone
- Details how to find your NSP using a simple three-part formula
- Shares how to use NSP to make your salespeople more assertive, focused, and profitable
In an era where most organizations believe that money is the only way to motivate salespeople, Selling With Purpose offers a sustainable and exciting alternative.
Introduction: What Is Selling with Noble Purpose? xv
PART I Why Noble Sales Purpose Matters and Where to Find Yours 1
Chapter 1 The Great Sales Disconnect 3
Chapter 2 Why Noble Sales Purpose Works 17
Chapter 3 Why Profi t Is Not a Purpose 36
Chapter 4 The Sales Manager Question That Changes Everything 47
Chapter 5 How to Create Your Own Noble Sales Purpose 58
PART II How to Live by Your Noble Sales Purpose 65
Chapter 6 How Fear Flatlines Sales Calls 67
Chapter 7 The Dirty Little Secret about Sales Training 81
Chapter 8 Creating a Powerful Sales Narrative without Sanitizing Your Stories 102
Chapter 9 How Sales Coaching Drives Better Customer Intelligence 114
Chapter 10 How to Keep Your Sales Force from Being Sabotaged by Your CRM 126
Chapter 11 The Trojan Horse: Using Case Studies to Grab New Markets 132
Chapter 12 How to Keep Your Noble Sales Purpose from Being a Mere Tagline 137
Chapter 13 Using Purpose to Eliminate Turf Wars and Silos 151
Chapter 14 How to Keep Internal Projects from Sucking the Soul Out of Your Sales Force 163
Chapter 15 Reframe Your Team’s Internal Talk Track with One Pivotal Behavior 173
PART III A Manager's Blueprint for Creating a Noble Sales Purpose-Inspired Team of True Believers 179
Chapter 16 Lose the Boring Slides: Sales Meetings That Inspire Action 181
Chapter 17 Inspiring the Many Instead of the Few: Adding Purpose to Your Incentive Programs 186
Chapter 18 The Ultimate Litmus Test: Using Purpose in Interviews to Eliminate Nonperformers 189
Chapter 19 Using Nobel Sales Purpose to Demonstrate Value in Proposals and Presentations 192
Chapter 20 Acronyms Are Not Enough: Breathing New Life into Sales Training 196
Chapter 21 The Most Critical 10 Minutes: Precall and Postcall Sales Coaching 200
Chapter 22 Using Your Noble Sales Purpose in Tough Negotiations 204
Conclusion How to Use Purpose to Make the Rest of Your Life More Meaningful 209
About the Author 221
LISA EARLE McLEOD is a sales leadership consultant who has worked with clients like Apple, Kimberly-Clark, and Pfizer to create passionate, purpose-driven sales organizations. A sought-after keynote speaker, McLeod has spent over 10,000 hours coaching salespeople and leaders and has conducted over 500 workshops and keynotes. McLeod writes leadership commentary for Forbes.com and has been quoted in major news outlets such as Fortune, the New York Times, and the Wall Street Journal. She has also appeared on the Today show and NBC Nightly News.
Research reveals that when business leaders overemphasize profit, it erodes employee morale and drives customers away. Sales leadership expert Lisa Earle McLeod says, "The fatal mistake most business leaders make is that when they talk to their employees, the conversation is focused on quotas and money, when they should be talking about customers." McLeod says, "One need look no further than the car-buying experience to see what happens when managers overemphasize money at the expense of helping customers. Most people hate buying a car."
Fatal mistake - If you treat your customers like a number, they'll return the favor.
Compare the car-buying experience to the Apple store, and it's obvious why employees who focus on customers drive explosive sales. Entrepreneurs who want to capture their share of the growing economy need to avoid the myopic money trap. The key, says McLeod, "is to shift the focus from profit to purpose."
McLeod's three tips for driving more revenue:
1. Identify your purpose
How does your business improve life for your customers? McLeod says, "If your employees believe that the sole purpose of your business is profit, they will be uninspired and unmotivated. They'll also be more likely to jump ship or steal." Exhibit A: Walmart.
But when your employees know that your true purpose is to improve life for customers, they become more engaged. They care more, they're more creative, and they work harder. McLeod's research - 10,000 hours in the field with organizations like Apple, Kimberly-Clark and Pfizer - revealed that purpose driven-employees drive more revenue than quota-driven employees.
2. Do a purpose pipeline plan
Identify 25 new customers you want to go after. Write down their name, a volume target AND exactly how you are going to improve their life or business. Make it a priority to call 5 of them a day. Before every phone call think: "I am calling because I want to help you." McLeod says , "Research shows that 93% of a customer's response is based on your tone and intent. Customers can tell the difference between someone who cares about them, and someone who only cares about closing the deal." Focus yourself and your employees on making a difference to customers and you will actually increase your close rate.
3. Share customer’s stories at every meeting
Most meetings are a boring review spread sheets. When you share stories about how you made a difference to real live customers, it helps your employees connect your company goals to the people they serve.
McLeod says, "One of our clients puts up pictures of their customers. It reminds the staff, these aren't just phone calls, they're real live people that we need to help." McLeod reports, "It's ironic. After 10,000 hours of research the results are clear: When you overemphasize money you make less of it. But when your purpose is to serve customers, you drive more revenue."
Customers have a choice in this economy. You can be the one they chose if you make a point to focus on them.