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Lisa Earle McLeod. Selling With Noble Purpose
Table of Contents
Guide
Pages
Praise for Selling with Noble Purpose
selling with noble purpose. How to Drive Revenue and Do Work That Makes You Proud
Introduction. What Is Selling with Noble Purpose?
The Curbside Conversation Where Selling with Noble Purpose Was Born
How Noble Purpose Plays Out
The Changing Face of Business
Note
PART 1 Sales: A Noble Profession?
CHAPTER 1 The Great Sales Disconnect
What Lack of Purpose Costs a Sales Force
Reframing the Sales Profession
What's Gained from Approaching Sales with Purpose
Why Selling with Noble Purpose Becomes Self‐Reinforcing
What This Book Can Do For You
Chapter 1: The Great Sales Disconnect
CHAPTER 2 How a Noble Sales Purpose (NSP) Changes Your Brain
Customer Centricity Is Not Enough
The Two Big Human Needs: Belonging and Significance
A 10‐Degree Shift Can Change Your Direction
Atlantic Capital Bank: From Transactional Banking to Fueling Prosperity
Supportworks: Redefining the Home Contracting Industry
CMIT Solutions: From Techies to Trusted Advisors
G Adventures: Igniting Passion and Purpose in Resellers
Orange County Court: Simple Elegance
You Don't Have to Create World Peace
Why Mission and Vision Aren't Enough
Preventing Your Personal Wells Fargo
Surrogation: When the Metric of the Strategy Takes the Place of the Strategy
How NSP Drives Shareholder Value
Shareholders vs. Stakeholders
Chapter 2: How a Noble Sales Purpose (NSP) Changes Your Brain
CHAPTER 3 Why Profit Is Not a Purpose
Why Leaders (Unintentionally) Overemphasize Profit
The 6 Ps: Putting Profit into Perspective
How NSP Drives Innovation
Numbers Provide False Certainty
Chapter 3: Why Profit Is Not a Purpose
CHAPTER 4 Where Passion Falls Short
The Power of Being Steadfast
Managers Are the Front Line Belief‐Builders
Chapter 4: Where Passion Falls Short
CHAPTER 5 The Leadership Question That Changes Everything
How Words Create Worlds
How NSP Helps You Close Bigger Deals
A Sample NSP Coaching Session
Coaching Conversation, Part 1: Revenue
Coaching Conversation, Part 2: NSP
Marketing
Product Development
Sales Engagement and Support
Chapter 5: The Leadership Question That Changes Everything
PART 2 Naming and Claiming Your Noble Sales Purpose
CHAPTER 6 Crafting Your Noble Sales Purpose
Discovery Question #1: How Do You Make a Difference to Your Customers?
Discovery Question #2: How Are You Different From Competitors?
Discovery Question #3: On Your Best Day, What Do You Love About Your Job?
Create Your NSP
Chapter 6: Crafting Your Noble Sales Purpose
CHAPTER 7 Why Specificity Is Sexy
Choose a Big Enough Lane
How to Avoid the Bookcase Problem
Chapter 7: Why Specificity Is Sexy
CHAPTER 8 The Stories That Make Your NSP Stick
Build Belief: Create Sticky Stories
A Memorable Customer Impact Story
Sticky Stories Create Meaning
The Formula for Sticky Stories
Jumpstart Purpose with Customer Impact Stories
Chapter 8: The Stories That Make Your NSP Stick
CHAPTER 9 Why Seemingly Sane People Resist Noble Purpose
Set the CEO Up for Success
The Big Six CEO Moments of Purpose
Be Intentional with Your Early Supporters
Marketing
Human Resources
Social Responsibility
How to Deal with the Eeyores (If You Must)
Restoring Nobility to the Sales Profession
Skip the “Aha! I Was Wrong” Moment
Chapter 9: Why Seemingly Sane People Resist Noble Purpose
PART 3 Activating Your Purpose with Customers
CHAPTER 10 Making Your NSP More Than a Tagline
Creating a Differentiated, Purpose‐Fueled Sales Experience
Interaction vs. Infomercial
Deep Schemas Drive Engagement
Avoiding the Data Dump in Demos
Activation vs. Proclamation
Chapter 10: Making Your NSP More Than a Tagline
CHAPTER 11 The Customer Intelligence You Didn't Know You Needed
The Five Categories of Critical Customer Information
Environment
Goals
Challenges
What Success Looks Like
What Lack of Success Looks Like
How Information Improves Your Win Rate
Questioning with Purpose
Chapter 11: The Customer Intelligence You Didn't Know You Needed
CHAPTER 12 Three Places Where Differentiation Goes to Die
Call Openings
Presentations and Proposals That Generate Urgency
Keeping Your Purpose Alive in Negotiations
Go Beyond Normal
Chapter 12: Three Places Where Differentiation Goes to Die
CHAPTER 13 The Dirty Little Secret About Sales Training
Sales Training Addresses the Symptoms, Not the Cause
Two Distinct Mental Abilities of Top Performers
How Sitting with Uncertainty Reduces Objections
Your Customers Are Mind Readers Whether They Realize It or Not
The 10‐Second Game-Changer
Chapter 13: The Dirty Little Secret About Sales Training
CHAPTER 14 Using Technology to Humanize Customers
How Your CRM Affects Sales Calls
Why Computer Screens Are More Powerful Than Sales Managers
Chapter 14: Using Technology to Humanize Customers
CHAPTER 15 How Fear Flatlines a Sales Team
Why Fear Causes Salespeople to Fail
Don't Take Your Lizard Brain on Sales Calls
An Eye‐Opening Lesson in Fear‐Based Leadership
The Ripple Effect of Fear
Why Shared Commitment Gives You Courage
How to Conquer Fear When You're Broke
Chapter 15: How Fear Flatlines a Sales Team
PART 4 Creating a Tribe of True Believers
CHAPTER 16 Sustaining the “High” of the Close
“Kill the Competition” Is Not a Rallying Cry
How to Keep the Serotonin Flowing
Gratitude: The Gateway Drug to Happiness
Chapter 16: Sustaining the “High” of the Close
CHAPTER 17 Sales Meetings That Inspire Action (from Everyone)
Why Traditional Meetings Can Unintentionally Erode Morale
Traditional Sales Celebration
The Noble Purpose Flip
Small Shift, Big Impact
Chapter 17: Sales Meetings That Inspire Action (from Everyone)
CHAPTER 18 Noble Purpose Sales Coaching
Before the Sales Call
During the Sales Call
After the Sales Call
Chapter 18: Noble Purpose Sales Coaching
CHAPTER 19 Training Your Frontline to Be Noble Purpose Sellers
Learning vs. Lecturing
Self‐Discovery Experiential Training Is Stickier
Why Maria Montessori Would Have Been a Great Sales Trainer
Chapter 19: Training Your Frontline to Be Noble Purpose Sellers
CHAPTER 20 Incentivizing Purpose
What the Marshmallow Experiment Tells Us About Sales Incentives
Hit Your Goals with Momentum
Why the Winner‐Takes‐All Model Fails Midyear
Reward the Right Behaviors
Giving Everyone a Trophy Is Not the Answer
Why Public Recognition Is Powerful
Nine Ways to Incentivize Your Purpose
Chapter 20: Incentivizing Purpose
CHAPTER 21 Winning Top Talent
Join Us If You Want Make a Difference
Onboarding Should Get People More Excited, Not Less Excited
Chapter 21: Winning Top Talent
CHAPTER 22 How to Keep Your NSP from Dying in Accounting
How Overattachment Costs You Money
Why Silos Turn Into Turf Wars
The Cost of Overemphasis
How to Bring the Customer's Voice into the Room
Chapter 22: How to Keep Your NSP from Dying in Accounting
CHAPTER 23 Build a Noble Purpose Culture (and Have More Fun at Work)
Cascading Meaning
Noble Purpose Culture‐Builders
Chapter 23: Build a Noble Purpose Culture (and Have More Fun at Work)
Conclusion: Life on Purpose
The Second‐Most‐Important Person in the World
Making the Mundane Meaningful
Your Self‐Story Becomes Your Life Story
APPENDIX A Techniques and Tools
Implementing Noble Purpose in Your Organization
The Three Discovery Questions
Customer Impact Stories
The Five Categories of Critical Customer Information. Environment
Goals
Challenges
What Success Looks Like
What Lack of Success Looks Like
The You‐Me‐You Call Opening
The 10‐Second Game‐Changer
The Game‐Changing Question
The Six CEO Moments of Purpose
APPENDIX B Glossary
APPENDIX C Frequently Asked Questions
Acknowledgments
About the Authors
Index
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