In the interview below, Lisa McLeod, author of Selling With Noble Purpose, sits down with Brendan Byrnes to discuss the factors that separate ordinary organizations and employees from fantastic ones. As Lisa mentions, purpose-driven employees can dramatically increase a company's performance. It's no wonder then that Motley Fool superinvestor David Gardner has leveraged this idea of good businesses making good investments for years and led investors to market-crushing returns. I invite you to learn more about how David discovers his winners today; just click here now to read more.
Brendan Byrnes: A lot of the book is about the sales-facing people, but what about the entire organization? Can regular employees, that maybe don’t have much interaction with customers, can they benefit from this too, this sense of purpose? Can that increase performance in the organization as a whole?
Lisa McLeod: Oh, and the data is absolutely clear. It increases performance as a whole. The reason that I focus in on sales leadership and the salespeople is because it’s their responsibility to bring the voice of the customer inside the organization.
It’s one thing to say, "We want to help people invest better," but it’s another thing for salespeople to come into the organization and say, "Let me tell you what that looked like, for my customer."
The company I mentioned, who makes transportation "safer, faster, more reliable," their salespeople are charged with telling stories at meetings about what actually happened to their customers. The onus is on sales leadership to bring the voice of the customer in, but it has a dramatic impact on everyone in the organization.