872: Build Pride in the Sales Profession - Lisa McLeod
Daily Sales Tips
"Selling with noble purpose is about making a difference to customers. And if you're in sales, that's what you're here for." - Lisa McLeod in today's Tip 872 How about you? Why do you want to work in sales? Join the conversation at DailySales.Tips/872 and share your experience! Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: 512-777-1442 or Email: email@example.com
In this Inside Solution, we discuss how empathy can help sales organizations accelerate revenue growth, increase competitive differentiation, and ignite emotional engagement. Tune in to learn how sales teams who truly want to make a difference, outsell transactional sellers from best-selling author and speaker Lisa McLeod.
Defining Your Message With Lisa McLeod Focus on what you really need Are you being caught in a trap of spending heaps of marketing and getting no traction? We’ve got Lisa McLeod here from Selling with Noble Purpose and she's going to talk about how to make sure that you have a clear cut and defined message. So Lisa, what are some of the main blunders when people start marketing and trying to sell in a new business? What are the things you think they need to focus on? Focus on these three areas Elizabeth: There are three main things that get in peoples’ way. The first thing is, what they think it means to sell. This is over-describing what they do. Secondly is their expertise. Most people start a business because there are some customers out there who are not getting their needs met. What gets in their way when they are trying to sell is that they are too deep in their expertise. Lastly, they don’t have clarity and purpose. They think their purpose is to sell, but the purpose is to make a difference to your customers. This should be the center of your marketing message and not your product. How do you make a difference to customers? What is your impact? I’ve definitely fallen into the trap of doing that previously. I’m an engineer who thinks very much in detail. I was in a spot where I knew I had a great product, but I thought, what if I have the cure for cancer but I don’t have the voice and clear message to tell everyone about it. Do you have an example of seeing businesses that highlight what they do instead of why they do it? You need a clear voice Elizabeth: That's right. What they do versus why they do it. Let’s say with the cure for cancer, the fact whether it's injectable or it's a pill, all we care about is the cure for cancer. We need to think this way as sellers. We had an IT company we were working with and it's an American based company. They do IT services and you can outsource all your IT to them. So when I started working on it, we said, what impact do you have on customers? One guy in the room stood up and said, we help small businesses be more successful. That’s what happens when you have that clarity of purpose. Every time you interact with a customer, that's what you're trying to do, is to help them be more successful. And if you're a business owner one of your challenges is getting your people to have the right behaviors with customers. Absolutely. We changed our marketing messages around after addressing the question of what are we actually doing? We've redefined the message of what we do in business and what we do for people's lives to challenge their operations through creating kindhearted personal relationships driven by cutting edge advancement. We changed our marketing message and said we guarantee your uptime and if you go down, we pay you. The message is very clear, we guarantee that your business will run perfectly with technology and we're happy enough to put our money where our mouth is. Elizabeth: The exercise you have done is really important. Finding your why can be easy if you have a small business with a handful of employees, but if you go to a mid-size business, you need to be explicit. Why? Because you want a competitive differentiation. Even if what you are selling is not unique you’ve got to show that you do your business differently. Second, you need an emotional engagement with your people. You have to drive emotional engagement with your team to motivate them to try new innovation. As a leader, you have to articulate the impact you have on customers and make that the north star of the business. Differentiation is Key As your business becomes bigger, the message shouldn’t get watered out. What is the differentiator between copycat-like businesses such as McDonalds and Hungry Jacks? Elizabeth: You’ve got two key ways to differentiate yourself. Number one is your product, and number two is the experience of doing business with you. I was running the session for a group of leaders and we were talking about this. McDonalds and Hungry Jacks can’t be differentiated from each other. What interests me during the session is, I asked who stands out among these organisations? There is an east coast of America company called Chick Fil-A and a west coast company called In-N-Out Burger. I thought people were going to come to blows arguing about which one is better. The reality is, is the food better at either one of these fast food chains? The place of true differentiation is the experience that you were creating for your customers. Don’t change your business only in response to your competitors If you've got a business and you're trying to try and work out how to make sure that you are targeting your audience appropriately and being separate from your competitors, what's the best way to do that? Elizabeth: If response to your competitors is the basis of what you're doing for your business, you are not going to create a differentiated experience. If you want to create true differentiation and be clear with your message, you need to find your purpose in the way you do it. You have to answer these three questions: How do we make a difference to our customers? How do we do it differently in the competition? What do we love about what we're doing? When you answer these questions, this creates the story of your business and that's the story you go out to the market with. Talk to your customers and get honest feedback I always say the best way to find out how you make a difference to your customers is to ask them, would that be fair? Elizabeth: Totally. If people are buying your products or renewing their contracts with you, this means that you are doing something as simple as creating a great experience. Or maybe helping them to be more successful because as an IT company, you are doing all their back up IT. Company owners can sleep at night knowing that you take care of the technical side of their business. It’s not just about the product but the impact you are making on your customers. Find out the “why” We've had a customer who had to leave and so I asked them, what could we have done differently? So if you're selling something that's not very much a commodity and not like a burger, like an IT service, How do you make sure that you understand your competitors? How do you make sure that you know them well enough to know that you're doing the right thing and you're definitely doing it differently to the competition? Elizabeth: Instead of asking your customers why did you buy from us, instead, how did working with us impact you? They can say, you were cheaper, you were the first one here or you had more widgets, but what matters is to know the impact you have on them. This is how you will differentiate your business in the competition. One of the products we sell was by far the cheapest in the industry, it is selling us as the hook to get you in the door. It is not a high-profit product. It is up to think about possibly what if their current provider isn't doing what they meant to be doing and starting to dive in to see how we are different from their current provider. In B2B, target businesses you are excited about Elizabeth: I once asked the customer, “why did you pick us”? They said, we picked you because we could tell that you were really excited about our business. And so I started saying that we only go for businesses we're really excited about. You have to be specific on what you sell and make sure you have a lens on it. It’s the frame of mind. When you are excited that rubs off on other people. Once you have purpose in business, what's then the connection to profit? Elizabeth: Companies with a purpose bigger than money outperform their competition by over three hundred and fifty percent. People that sell with purpose, whose purpose is to improve life for customers, outsell people focused on targets and quotas. And this is important if you're in any kind of a sales function or if you're a leader in the business, the reason why is flip it. Who would you rather have calling on you? Someone whose purpose is to help you or someone who's just trying to close you? It shows up in every aspect of the business because you've got to have really clear systems and processes just to be a successful business. But you will not be a differentiated business which is the most profitable business, you will not be differentiated unless you have clarity about how you and your team make a difference to customers if you're just sort of running your business in that transactional way. Profit is the test of your validity.The purpose of a business is to improve life for customers. Profit tells you whether you're doing it or not. Create a tribe of true believers So you're focusing on the right information. A good example is Apple. What they're selling is the experience of selling the support. They're selling a beautifully crafted product. Their message is clear. Elizabeth: That's right. Steve Jobs was very famous. He had a conversation with John Sculley and he was trying to persuade John Sculley, who was the CEO of Pepsi, to come to work for him. And as the CEO of Apple with the great excitement and honor, I got to interview John Sculley a couple of weeks ago for a piece I did for Forbes. And he said, I remember Steve Jobs saying you want to sell sugar water for the rest of your life or you want to change the world? Apple is a good example. And you might be listening to this and you might sell ice cream or concrete, but there is innovation in every space. And the reason Apple has innovated, the reason the customer experience is amazing. The reason the products, they're always on the cutting edge, the reason they look beautiful, the reason that out of the box experience is great is because they're not selling technology. They're selling making a difference to you. They're selling you on having a beautiful experience. And that's where everyone's eyes are pointed to. And where that comes from is the language of the leader.You point the team and if you point your team towards revenue targets.You'll only be mediocre if you point your team toward something bigger and then use those commonplace metrics as a way to measure your progress. You'll create what I call the tribe of true believers, which is definitely what the people at Apple are also places. So I understand that you've got a special code that we can copy for any of the listeners now? Elizabeth: Yeah. So if you want to buy the book, you can enter your receipt number, which I love. But if you don't, just for your listeners, just enter the code BBF and you'll get the assessment. There's no reason why people can't jump across it and get that happening. I'm going to ask you a question. It's probably going to be an easy one to answer, but we ask most of our guests, what's your favorite book? Check out Selling With Noble Purpose Elizabeth: So my latest book is Selling With Noble Purpose. I will tell you a book that has influenced me greatly, which is Viktor Frankl's Man's Search For Meaning. And there's a connection between that and the work that I do. Some people don't think a man searches for meaning is about finding something to tether yourself to during challenging times. And he was a victim of the Nazi concentration camps. The thing that I realised in reading that book years ago was people need to tether themselves to something bigger than themselves and that that was the key to surviving a challenging time. While my circumstances are not as dramatic, there's a story in selling with noble purpose about when my husband and I lost a business and I had to dig deep and find a way to come back from bankruptcy. Selling With Noble Purpose is a lot of how I did it. I'm not comparing myself to Viktor Frankl. I'm saying I was inspired by him and I thought about him a lot. I thought about what I didn't know ten years ago when I was having to come back from the recession, but I realised in hindsight that tethering yourself to helping your customers vs tethering yourself to your revenue number, that will give you the tenacity to prevail. That's good advice. I know that I found that a long time ago that I love helping people with technology. But what I really love doing is making a difference in their lives. And the book that changed my life is the Go-giver by Bob Burg. He's changed my mindset about business and how people hold your information. Elizabeth: There is now reviewed data that says that everything that you've just described about helping others and putting them first results in you. Winning your market, having more profitable business and enjoying your life a lot more. Living for something bigger than yourself. Hopefully that means you're leaving a legacy behind or you have set a good example. If anyone is looking to better their business and make sure that you are selling with noble purpose, you can jump across sellingwithnoblepurpose.com and jump onto the assessment. Otherwise, stay good and stay healthy out there.
Welcome the Driven Female Entrepreneurs Podcast! The weekly show that helps you dream bigger and achieve more in your business, by learning what works from successful female entrepreneurs. In this episode In this episode of the Driven Female Entrepreneurs Podcast, I speak with sales consultant and best-selling author of 'Selling with Noble Purpose, Lisa McLeod. When Lisa started, she didn't have the intention to create a sales consulting empire. She just knew that she didn't want to sacrifice time with her newborn, and work 'all the hours' for a jerk boss! What she went on to create is inspiring. Listen to this episode to discover why Lisa believes women have a hidden advantage when it comes to business success, to learn the right way to approach sales and establish your process, and how to accelerate your sales confidence so you help more of your clients get the results they seek. Highlights In this value-packed episode you'll learn: The value of hiring out your weaknesses early on in your business. The huge business advantage that women have over men. How to speed up your confidence curve. Why women are naturally great at sales, but don't often realise it. The truth about pushy sales, and why it rarely works. That the essence of sales is helping people take action in a way that will better themselves. What it really takes to succeed in sales. The question to ask yourself to help you find your best approach to sales. What a noble purpose is, why you and your business need it, and how to find it. How to create your sales process and have effective sales conversations. ...and much more! About Lisa McLeod Lisa Earle 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 has spent two decades helping leaders increase competitive differentiation and emotional engagement. She developed the Noble Purpose philosophy after her research revealed, salespeople who sell with Noble Purpose, outsell salespeople who focus on targets and quotas. Lisa is a former Procter & Gamble Sales Leader who founded her own firm, McLeod & More, Inc. in 2001. She helps leaders at organizations like Cisco, Roche, Volvo, and Dave & Busters drive exponential revenue growth. Her firm’s work has been featured in Harvard Business Review, Forbes, The Wall Street Journal, and NPR. She helps organizations and individuals bring money and meaning together. Connect with Lisa www.mcleodandmore.com Instagram profileTwitter HandleLinkedin profile Join the Driven Female Entrepreneur Community Come and join like-minded women in the FREE online community for Driven Female Entrepreneurs. You can expect many more tips, tools and insights to support you as you build and grow your business to 6 figures and beyond! > The Driven Female Entrepreneurs Club About Your Host, Melitta Campbell Since 1997, Melitta has been using her ability to spot gaps between a company’s goals and its strategy and positioning to help businesses become profitable and achieve growth - in as little as three months. By combining the insights gained from working directly with senior leaders for more than 20 years, her unique blend of art-school and business-school training, and her restless curiosity, Melitta has helped her clients identify new opportunities and develop creative solutions that add value in profitable and purposeful ways, that are straight-forward to implement and result in a clear competitive edge. After witnessing too many talented and passionate women fall short of their vision to make a profit and a difference, more recently, Melitta has brought her business, leadership and marketing expertise together with her personal experiences, to become a trusted advisor and coach for female-led businesses. Book your Free Business Clarity Call: www.melittacampbell.com Get More Clients with your FREE Listener Gift The number one question I'm asked is: How can I get more clients? To help you market your business and attract more of your ideal clients, download your free eBook today: Download your FREE Gift: 100 Ways to Market your Business for Free!
Beyond Profit - How Purpose Drives Salespeople, with Lisa McLeod
ANA Podcast Network
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu is joined by Lisa McLeod as she discusses her latest book, Selling with Noble Purpose, as well as the rise of the purpose movement, storytelling, and more.
SPOS #758 - Lisa McLeod On Selling With Noble Purpose
Six Pixels of Separation Podcast
Welcome to episode #758 of Six Pixels of Separation. Here it is: Six Pixels of Separation - Episode #758 - Host: Mitch Joel. She has an incredible work ethic. That was one (of the many) takeaway from this episode. Lisa McLeod is a strategy consultant, executive coach, and keynote speaker who has worked with some of the coolest companies on the planet. Lisa is the author of five books, including the global bestseller, Selling With Noble Purpose - How to Drive Revenue and Do Work That Makes You Proud, which she just updated and released recently. She wrote the book because her research revealed that salespeople with a purpose bigger than money, who truly want to make a difference to their customers, outsell salespeople focused on targets and quotas. Her other books include, Leading with Noble Purpose and The Triangle of Truth. If that were not enough she is one of LinkedIn Learning's most popular instructors, delivering over 25 courses, including Selling with Authenticity and Finding Your Purpose at Work. Prior to all of this excitement, Lisa was a sales leader at Procter & Gamble, and later at Vital Learning as VP of Sales, where their team doubled new business growth and increased recurring revenue by 50%. In addition to her business books, she also authored a collection of humor essays that was featured on Oprah.com, and her first book, Forget Perfect, was the subject of a segment on Good Morning America. Enjoy the conversation... Running time: 49:28. Hello from beautiful Montreal. Subscribe over at iTunes. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on Twitter. Here is my conversation with Lisa McLeod. Selling With Noble Purpose - How to Drive Revenue and Do Work That Makes You Proud. Leading with Noble Purpose. The Triangle of Truth. Forget Perfect LinkedIn Learning. Follow Lisa on LinkedIn. Follow Lisa on Twitter. This week's music: David Usher 'St. Lawrence River'.
Lisa McLeod – From Donuts to Dollars – What’s YOUR Noble Purpose?
Leading From the Front!
After her first job working at a donut shop, Lisa McLeod later worked for Procter & Gamble in sales and eventually started McLeod & More, Inc. She works with companies to determine their Noble Purpose which is proven to drive better cultures, results and lives. Once a company has it’s Noble Purpose it can become GREAT by aligning all employees behind something bigger than any individual. She learned firsthand when a leader with purpose left and the replacement’s only focus was on results. A leader with no heart pushes people out the door. If you want to contact Lisa and learn more go here: www.mcleodandmore.com - LinkedIn: in/lisaearlemcleod Find her book on Amazon: Leading with Noble Purpose: How to Create a Tribe of True Believers Learn more about your ad choices. Visit megaphone.fm/adchoices
Lisa McLeod is the author of "Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud". It's an important book and should be required readying for all sellers and sales leaders. On today's episode Lisa and I discuss what it means to sell with purpose. Learn more about your ad choices. Visit megaphone.fm/adchoices
The How of Business - How to start, run & grow a small business.
How to start Selling with Noble Purpose to grow your small business with Lisa McLeod. She also shares her entrepreneur story. Lisa is a sales expert with a focus on purpose-driven business. She is the bestselling author of “Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud.” Henry Lopez is a serial entrepreneur, small business coach, and the host of this episode of The How of Business show – dedicated to helping you start, run and grow your small business. (TheHowOfBusiness.com)
#19: SALES with Lisa McLeod, author of the bestselling book "Selling with Noble Purpose"
Lux & Tech
The time to sell for the sake of selling, for the sake of making money, for the sake of scaling and gaining more power are over.No, I am not saying that these are not legit reasons why organizations should exist and people should work, but I am here to tell you that another way of doing business exists, and is gaining traction, has already got momentum.Purpose is the name of the game; is the one abstract, yet powerful concept, or idea, or ideal if you want that changes everything, that makes routine work meaningful, that makes profit ethical, that makes talented people want to go to work, that makes consumers choose a product over another, a company instead of another.Adding purpose, a noble purpose that is, to your business whatever it may be, will get you from a place where what you do is commoditised, as for anything and anyone who only pursues money, to a place where people want to do business with you because they know they will benefit from it, they will experience a positive change.The guest of today’s episode of LUX & TECH is a person who has put purpose at the centre of her professional life ever since she was a kid, and watched her father do meaningful work.Her book is titled SELLING WITH NOBLE PURPOSE and reading it, I’ve learned that not only each and every company and every individual can and should find their own NOBLE SELLING PURPOSE but that a methodology is available, and that it’s practical, and that it yields material and non material results.Lisa McLoad is an author, consultant to international companies, and as you’ll learn in a minute, a speaker who makes you want to go work….and change the world.