Selling with Noble Purpose | Lisa Earle McLeod

Summary of: Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud
By: Lisa Earle McLeod

Introduction

Discover how to create a fulfilling and meaningful work life in our summary of ‘Selling with Noble Purpose’ by Lisa Earle McLeod. This book offers insights on how to find purpose in your work, boost sales and revenue, and overcome common challenges in embracing a noble selling mindset. Learn from examples of companies like Procter & Gamble and Southwest Airlines, whose sales and marketing strategies are grounded in making a significant positive impact on people’s lives. This summary will guide you through essential concepts and lessons that will not only help you succeed but also make you feel proud of the work you do.

Finding Purpose in Your Work

If you feel like your work lacks purpose, it’s time to ask yourself a new question: when was the last time my work made a difference to someone else? Connecting your work to a sense of purpose not only improves your well-being, but it also stimulates your brain and allows you to operate at a higher level. This summary explains why it’s important to find meaning in your work and offers practical steps to do so.

Selling with a Purpose

Selling with a noble purpose involves focusing on customers’ needs instead of pushing them to buy something useless or harmful. Procter & Gamble (P&G) was struggling until Jim Stengel took over as the chief marketing officer and refocused the company on selling products that improved people’s lives. Southwest Airlines also operates with a noble purpose of making flying accessible and affordable for everyone, as demonstrated by their “Bags fly free” campaign. Adhering to their noble purpose brought both companies new customers and increased revenue, proving that selling with a purpose is profitable.

Fear Equals Fewer Sales

The book highlights the negative impact of a fear-based management style on business outcomes. It uses a personal anecdote to demonstrate how fear can lead to employees prioritizing their own interests over the client’s needs. The example also illustrates how an intimidating boss can alienate employees, damage client relationships, and ultimately hurt sales. The summary concludes that fear is a poor motivator and recommends that businesses prioritize a supportive and inclusive work environment instead.

The Importance of Belief in Sales

Salespeople should trust and believe in their product to make successful sales. Customers rely heavily on unconscious signals such as body language and tone of voice when deciding whether to trust a salesperson. UCLA psychology professor, Albert Mehrabian, found that 55% of trust is based on body language, 38% on tone of voice, and only 7% on spoken words. Therefore, it is crucial for salespeople to show conviction and confidence while presenting their product. Attempts to control body language or tone of voice can seem insincere and ultimately fail. Training programs aimed at improving sales performances should focus on building a strong belief in the product instead. When salespeople truly believe in what they are selling, they become more excited to talk about it, and customers pick up on these genuine signals. Avoiding anxiety or fear about the product is essential for making sales, as customers can easily detect these negative emotions. Ultimately, belief in the product is integral to successful sales, as customers are more likely to trust authentic enthusiasm than rehearsed techniques.

The Power of Storytelling in Business

In “The Story Factor,” Annette Simmons emphasizes the importance of storytelling in various aspects of life, including the business world. Stories can be both entertaining and informative, helping to boost employee morale and sales. One example is the experience of Graham-White, a train equipment manufacturer in Virginia, whose engaging company story improved employee spirits and fostered a stronger connection to their work. The company’s superior product performance was also illustrated through a story, which gained new clients. Through storytelling, companies can enhance employee engagement and productivity while promoting their brand.

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