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1-Page Summary of Selling With Noble Purpose
Overview
Have you ever worked in a sales environment? If so, what was the atmosphere like? There’s pressure and machismo in many sales teams. Employees are encouraged to push hard for sales, even if they’re selling something that isn’t needed or wanted by the customer. But that approach is not as effective as creating a culture where employees know why they’re selling their product and how it will help their customers. The drive and motivation created from this type of culture will be key to any successful sale team. Let’s find out how that can be achieved.
In this article, you’ll learn why our brains are hardwired to do the things we believe in. You’ll also discover how customer and business needs go hand-in-hand, and that investing in a CRM system is better than paying for managerial salaries.
Big Idea #1: Finding the true purpose and meaning of your work will help you feel motivated and alive.
If you feel like your job is not making a significant contribution to the world, there’s a chance that you don’t enjoy talking about your work. If so, you might say things like “I work for a software company” or “I sell stuff.” When describing what you do for living, do you sound less than enthused?
If that’s true, you need to do something about it. You should feel like you’re making a difference in the world.
The author suggests asking yourself a new question, “When was the last time my work made a difference to someone else?” It doesn’t have to be for clients or customers, it could be anyone.
If you can, describe this scenario out loud, preferably to someone else. That will help you get a better understanding of the situation and its implications. It might also boost your self-esteem and motivate you to do something about it.
When you have a sense of purpose, it’s good for your health. It also makes your brain work at its full capacity because there is more meaning in what you’re doing.
When you say what your job is, it’s as if you’re on autopilot and not using much of your brain. However, when you describe the difference that you’ve made to someone else, it stimulates the frontal lobe of your brain–the part responsible for reasoning, planning, problem-solving and empathy.
Next, we’ll analyze how to add purpose to the act of selling.
Big Idea #2: Selling with noble purpose means focusing on customer needs, which can also generate profits.
A new concept in sales is noble selling. It focuses on customers’ needs and not the product or service itself.
Many companies are well-intentioned, so let’s look at one of the most successful: Procter & Gamble.
Around 2000, Procter & Gamble were having financial troubles despite their efforts to increase sales and beat their competition. They realized they had lost sight of what was most important to them, which was improving the lives of people through selling products that are useful in everyday life.
Under Stengel’s leadership, every product that P&G developed had to show how it improved people’s lives. This principle would inform all the decisions that went into selling and marketing the product.
Selling with a noble purpose can be profitable. P&G (Procter & Gamble) is one example of that, as it was able to turn around its fortunes by adopting the noble purpose of making people’s lives better. Southwest Airlines also earns money while doing good, as it has the noble purpose of bringing affordable and accessible air travel to everyone.
Roy Spence is a marketing expert for Southwest Airlines. He had an opportunity to add extra fees for luggage, but he didn’t want to do it because he felt like it would go against the company’s goals of making flying more accessible and affordable.
