Читать книгу Selling With Noble Purpose - McLeod Lisa Earle, Lisa Earle McLeod - Страница 2

1  Cover

2  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

3  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 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 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 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 4: Where Passion Falls Short The Power of Being Steadfast Managers Are the Front Line Belief‐Builders CHAPTER 5: The Leadership Question That Changes Everything How Words Create Worlds How NSP Helps You Close Bigger Deals A Sample NSP Coaching Session Marketing Product Development Sales Engagement and Support

4  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 7: Why Specificity Is Sexy Choose a Big Enough Lane How to Avoid the Bookcase Problem 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 9: Why Seemingly Sane People Resist Noble Purpose Set the CEO Up for Success Be Intentional with Your Early Supporters How to Deal with the Eeyores (If You Must) Restoring Nobility to the Sales Profession Skip the “Aha! I Was Wrong” Moment

5  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 11: The Customer Intelligence You Didn't Know You Needed The Five Categories of Critical Customer Information How Information Improves Your Win Rate Questioning with Purpose 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 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 14: Using Technology to Humanize Customers How Your CRM Affects Sales Calls Why Computer Screens Are More Powerful Than Sales Managers 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

6  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 17: Sales Meetings That Inspire Action (from Everyone) Why Traditional Meetings Can Unintentionally Erode Morale Small Shift, Big Impact CHAPTER 18: Noble Purpose Sales Coaching Before the Sales Call During the Sales Call After the Sales Call 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 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 21: Winning Top Talent Join Us If You Want Make a Difference Onboarding Should Get People More Excited, Not Less Excited 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 23: Build a Noble Purpose Culture (and Have More Fun at Work) Cascading Meaning Noble Purpose Culture‐Builders

7  Conclusion: Life on Purpose The Second‐Most‐Important Person in the World Making the Mundane Meaningful Your Self‐Story Becomes Your Life Story

8  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 The You‐Me‐You Call Opening The 10‐Second Game‐Changer The Game‐Changing Question The Six CEO Moments of Purpose

9  APPENDIX B: Glossary

10  APPENDIX C: Frequently Asked Questions

11  Acknowledgments

12  About the Authors

13  Index

14  End User License Agreement