Selling with Noble Purpose audiobook cover - How to Drive Revenue and Do Work That Makes You Proud

Selling with Noble Purpose

How to Drive Revenue and Do Work That Makes You Proud

Lisa Earle McLeod

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Marketing & Sales

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Selling with Noble Purpose
The Noble Purpose Philosophy+
Psychology of Motivation+
Leadership and Environment+
Authenticity in Pitching+
Systems and Knowledge Sharing+
Strategic Storytelling+

Quiz — Test Your Understanding

Question 1 of 8
How does describing the difference your work makes for others biologically affect your brain?
  • A. It triggers the fight-or-flight response, increasing adrenaline for a better pitch.
  • B. It stimulates the frontal lobe, enhancing reasoning, problem-solving, and empathy.
  • C. It activates the brain's autopilot mode, conserving energy for high-pressure situations.
  • D. It releases dopamine, making salespeople more aggressive in closing deals.
Question 2 of 8
Why did Southwest Airlines' marketing expert Roy Spence reject the idea of adding luggage fees?
  • A. He believed the fees would violate federal airline pricing regulations.
  • B. He knew that reducing ticket prices would generate more revenue than baggage fees.
  • C. The fees contradicted the company’s noble purpose of making flying accessible and affordable.
  • D. The consulting firm that suggested the fees was secretly working for a competitor.
Question 3 of 8
According to the text, what is the primary danger of using fear and intimidation to motivate a sales team?
  • A. It makes salespeople too timid to ask the client for the final close.
  • B. It causes high employee turnover, which drastically increases training costs.
  • C. It leads to salespeople giving away too many discounts to appease angry customers.
  • D. It shifts the salesperson's focus away from the customer's needs and toward satisfying the boss.
Question 4 of 8
Based on Albert Mehrabian’s study, what factor plays the largest role in a person’s decision to trust someone?
  • A. The actual words being spoken.
  • B. The tone of the speaker's voice.
  • C. The speaker's body language.
  • D. The logical structure of the argument.
Question 5 of 8
How did the manufacturer Graham-White successfully use storytelling to improve their business?
  • A. They shared real stories of employees going above and beyond for clients to boost morale and highlight product superiority.
  • B. They wrote fictional stories about their founders to make the brand seem older and more established.
  • C. They used stories of customer complaints to discipline and motivate underperforming sales reps.
  • D. They hired professional storytellers to pitch their products to major railway companies.
Question 6 of 8
Why does the author argue that a well-maintained CRM (Customer Relationship Management) system can improve sales more than a good supervisor?
  • A. Supervisors are often too intimidating and inadvertently trigger the fight-or-flight response.
  • B. Managers directly supervise only a tiny fraction of calls, while salespeople constantly rely on their CRM.
  • C. CRM systems automatically send customized emails to clients, eliminating human error.
  • D. A CRM system costs significantly less to maintain than a manager's annual salary.
Question 7 of 8
What strategy did Traver Gruen-Kennedy use at Citrix to help boost revenue from zero to $500 million?
  • A. He fired the bottom 10 percent of the sales team every quarter to encourage intense competition.
  • B. He implemented a strict, aggressive sales script that all salespeople had to read verbatim.
  • C. He required employees to record and openly share detailed case studies of their successful sales.
  • D. He eliminated the CRM system to force reps to memorize client details and build organic relationships.
Question 8 of 8
What is the primary purpose of Boston University's policy requiring any staff member to stop and help lost students or parents?
  • A. To reduce the university's budget needed for official campus tour guides.
  • B. To remind the staff of their core purpose to educate, communicate, and make students feel welcome.
  • C. To ensure that students and visitors are heavily monitored at all times for security purposes.
  • D. To provide a mandatory break for staff members who are overwhelmed with their daily administrative tasks.

Selling with Noble Purpose — Full Chapter Overview

Selling with Noble Purpose Summary & Overview

Selling with Noble Purpose (2013) is about finding the right balance between making money and doing something meaningful with your life. It allows you to reframe your work by focusing your intention on the customer and how they truly benefit from your product. It’s a perspective that also keeps employees happier, more motivated and effective. Selling doesn’t have to be focused on profits and greed; it can also be about making the world a better place.

Who Should Listen to Selling with Noble Purpose?

  • Employees who work in sales or marketing
  • Sales executives and managers seeking motivation
  • Readers who want a fresh perspective on the world

About the Author: Lisa Earle McLeod

Lisa Earle McLeod is a sales expert who has worked for leading companies such as Procter & Gamble, Apple and Kimberly-Clark. She is a commentator for the business website Forbes.com and has written for the New York Times and the Wall Street Journal.

 

© Lisa Earle McLeod: Selling with Noble Purpose copyright 2008, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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