Lisa McLeod: Selling with Noble Purpose to Win

Being a purpose driven organization is not just a nice-to-have, it actually leads to more revenue, higher performing teams, and better engagement and retention. When salespeople are able to reframe their thinking from how to simply “close more deals” to how they can improve a customer’s life, they find more success and more satisfaction and happiness in their work. In my conversation today with sales expert and author Lisa McLeod, we talk about why teams with a purpose beyond just “the money” actually make more money, how empathy makes you an assertive (not aggressive) salesperson, and articulating your purpose. Listen in for an exciting episode and you’ll discover the one game-changing question that will make you more engaging to your customers.

Key Takeaways:

  • A noble purpose is the intersection of three questions: How do you make a difference to your customers? How do you do it differently than your competition? On your best day, what do you love about your job?
  • Salespeople focused on themselves are aggressive. Salespeople focused on the client are assertive.
  • Every day, ask, “How will the customer be different as a result of doing business with us?”

“Your purpose should define the impact that you want to have on customers.” —  Lisa McLeod

About Lisa McLeod: Lisa McLeod is the global expert on purpose-driven business. She is the author of five books, including her bestseller: Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud. Lisa helps leaders around the world increase competitive differentiation and emotional engagement. She works with teams at organizations like Salesforce, Cisco, Roche, Volvo, and Dave & Busters.

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