Compare and contrast two sales professionals, one who is purpose driven and one who isn't. Leveraging your own noble purpose can make you more successful in sales. Create your own noble purpose by answering three big questions
- Imagine two salespeople, one is laser-like focused on her quota. Every day when she gets out of bed she thinks, how can I close more deals? Every week she looks at her numbers. She is focused on winning the business. Compare her to our second salesperson. He's equally assertive, but he's assertive about something else. He is laser-like focused on improving the lives of his customers. Every day when he wakes up he thinks, how many customers can I find whose businesses might benefit from what I'm selling? One person focuses on the numbers, the other focuses on customer impact.
Which salesperson is going to be more successful? Well, the data tells us that it's actually salesperson number two. After an extensive study, over 10,000 hours spent with sales organizations all over the world I discovered that salespeople who sell with noble purpose, whose intention is to improve the lives of their customers actually outperform salespeople who are focused on targets and quotas. It's counter-intuitive, but it's true.
Think about it from this perspective, which salesperson would you rather have calling on you? The one who simply wants to close the deal? Or the one who wants to use their offering to improve your life or your business? So I wanna get really clear about what noble purpose is. Noble purpose is about being customer impact driven. It is a commercial model. It is not about giving away the store, it is not about giving up making money, it is not about giving away margin.
In fact, the data tells us that organizations with a noble purpose actually outperform the market by over 350%. Organizations who make their purpose improving the lives of their customers outperform organizations whose purpose is more internally focused on their own financials. So let me give you two examples about how this works. One of our clients makes air dryers. It's a piece of equipment that takes the moisture out of the brakes on trains and large vehicles.
Their noble purpose is we make transportation safer, faster, and more reliable. That's their north star. So every day when their salespeople wake up their goal is to make their customers' transportation safer, faster, and more reliable. It's a laser focus inside their organization. Now let me give you another example. One of our clients is the global company Flight Centre and their noble purpose is we care about delivering amazing travel experiences.
So when their salespeople are interacting with customers their job is to care, it's to deliver, and it's to make sure it's amazing. Now are you surprised that both of those organizations are seeing double digit sales growth? Because you see, when your noble purpose becomes the driving force behind your sales actions you create a better connection with your customer. So leveraging your own noble purpose is what will make you successful in sales. So I'm gonna tell you how to find your own noble purpose.
You need to answer three big questions. Number one, how do you make a difference in the lives of your customers? And I want you to think very deeply. How does what you sell affect them? Their businesses, their day to day operation, whatever it is, think deeply about that. The second question is how do you do it differently than your competition? Are you better? Are you faster? Do you care more? And the third question is this, on your best day what do you love about your job? So I encourage you to ask yourself those three questions.
Have a conversation with your colleague, your boss, or even your spouse, and I want you to think very deeply. Now I wanna be clear, this is not just your standard business lingo value proposition in a couple bullet points, this is a deeper, more reflective type of conversations. Because the answer to these questions, how do you make a difference? How do you do it differently? And on your best day what do you love about your job? That will reveal your own noble sales purpose.
Do you make transportation safer, faster, and more reliable? Do you care about delivering amazing travel experiences? Or do you do something that's unique to you? What's your north star? Because your noble purpose is the driver that will motivate you to go the extra mile, ask the extra question, make the extra sales call. It drives your conversations with your customers and it drives the conversation that you have with yourself. Knowing your own noble purpose is the first step to you becoming one of those top tier salespeople.
In this course, Lisa outlines key techniques to find and leverage your "noble purpose" and connect with customers on a deeper level. Learn the three key elements of a great call opening, when and when not to use a pitch deck, and the secrets to creating a sales process that can flex with different customer types. Last, she provides advice to develop yourself professionally, such as how to talk to senior leaders and position yourself as a strategy partner instead of a pitchman, when and how to take your boss on a sales call, and how to network effectively. Use these tips to close bigger, close faster, and make your work more meaningful.
- Name three questions you should answer when crafting your noble purpose.
- Identify the first action you should take in a new sales job.
- Recall three pieces of information that should be included in a “win” email to the boss.
- Recognize the biggest challenge for salespeople.
- Determine what needs to be included in a pitch deck.
- List two reasons why a sales cycle may be longer than usual.