Lisa Earle McLeod - Selling With Noble Purpose

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“McLeod combines a wealth of field experience with unique insights to drive revenue.”

Marshall Goldsmith

#1 Leadership Thinker in the World (Thinkers50— Harvard Business Review )

“If you sell based on a deep mission and purpose, revenue will follow. As Lisa Earle McLeod explains in this remarkable book, you have to start with how to change another life … then work back from that purpose.”

Tom Rath

Author of StrengthsFinder 2.0

“Lisa McLeod is the expert in sales leadership. McLeod has coached top‐tier sales teams at Apple, Kimberly‐Clark, and Procter & Gamble, where we both began our careers. She shows you what it takes to drive growth.”

Jim Stengel

Former Chief Global Marketing Officer, Procter & Gamble

Author of Grow

“Selling with Noble Purpose is eminently practical. I strongly recommend it for any leader or salesperson. McLeod is right about the big picture and gets down to the nitty‐gritty of how to make it happen.”

Steve Denning

Forbes

“Follow McLeod's teaching and—not only will you be hugely more financially successful—you'll LOVE what you're doing even more!”

Bob Burg

Author of The Go‐Giver and Endless Referrals

Lisa Earle McLeodwith Elizabeth Lotardo

2nd Edition

Copyright © 2020 by Lisa Earle McLeod. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per‐copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750‐8400, fax (978) 646‐8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Wiley publishes in a variety of print and electronic formats and by print‐on‐demand. Some material included with standard print versions of this book may not be included in e‐books or in print‐on‐demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging‐in‐Publication Data is Available.

ISBN 9781119700883 (Hardcover)

ISBN 9781119700920 (ePDF)

ISBN 9781119700890 (ePub)

Cover Design: Wiley

Author Photo Credit: Jon Rizzo Photography

For Jay Earle:a man who believed work should be meaningful and fun!

“If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea.”

—Antoine de Saint‐Exupéry

Hearts are the strongest when they beat in response to noble ideals.

—Ralph Bunche, winner of the 1950 Nobel Peace Prize

“The words selling and noble are rarely seen together. Most people believe that money is the primary motivator for top salespeople and that doing good by the world runs a distant second. That belief is wrong.”

When I first wrote those words in 2012, I had no way of knowing the first edition of Selling with Noble Purpose would upend traditional beliefs about sales and spur a global movement. At the time, the notion that you could galvanize a sales force around something more meaningful than money was a new, and not always welcome, idea. Thankfully, times have changed. At least in part.

We started writing this new edition of Selling with Noble Purpose before the COVID crisis began. By the time we were finishing this book, the weight of the crisis was upon us. Markets had become volatile, businesses were closing, and people all over the world were afraid. They were afraid for their health, afraid for their livelihood, and afraid of what the future might hold.