The Customer Experience Podcast
The Customer Experience Podcast

Episode · 11 months ago

112. Leading and Selling with Noble Purpose w/ Lisa Earle McLeod


Purpose is your reason for being — why you do what you do. But noble purpose means that what you do is in the service of others. When you have a noble sales purpose, your reason for serving others sits at the center of your commercial model. And that changes everything.


In this episode, I interview Lisa Earle McLeod, Founder and Keynote Speaker at McLeod & More, Inc., about how noble selling purpose utterly changes CX and EX for the better.


Lisa shared so many actionable pieces of wisdom in our conversation. Here are 3 things you can do immediately and for free:


- Find and share your customer impact stories


- Ask how the customer will be different as a result of doing business with you


- Open every meeting with 90 seconds featuring one of your customers to bring them to life for your team


Check out these resources we mentioned during the podcast:


- Lisa is the author of Selling with Noble Purpose


- Lisa is a LinkedIn Learning instructor with courses like Leading with Purpose


- Follow Lisa for her “Work on Purpose” newsletter


Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

We talk about your noble sales purpose.The purpose is your reason for being noble is in the service of others, andsales means it sits at the center of your commercial model. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, Etan beaute people want to make money and make a difference.Purpose creates differentiation and purpose drives profit. A lack ofemployee engagement is a symptom, not the problem. That problem by the way isa lack of meaningful work. These are just a few important ideas related tonoble purpose: The core teaching of today's guest she's, the best sellingauthor of selling, with noble purpose, how to drive revenue and do work thatmakes you proud and leading with noble purpose: How to create a tribe of truebelievers, a former proctor and gamble sales leader. She founded her ownconsultancy to help leaders, drive revenue and do work that makes themproud for clients, likt, Google, hoot sweit, Volvo Dav en boster, Cisco andmany others, Lisa Earl mccloud. Welcome to the customer experience podcast sucha pleasure to be with you today. I'm really excited about this conversation.I think this idea of noble purpose is so spot on, and I think it is very,very intimately connected to some of the themes that we talk about on thispodcast and I'll start with you, where we start with everyone which iscustomer experience when I say that to you Liso, what does it mean? What is itconjured? So I have two answers. One is customer experience is: How does it feel to do business withyou from the customers perspective? How are you improving the customers livesin anemotive way, maybe just the act of doing business with you, maybe inreally practical ways, but how is the customer different as a result of doingbusiness with you? So that's my first answer. My second answer is: There'sone aspect of customer experience that we often overlook, and that is what isthe customer experience during the sales process, because we often thinkabout customer experience after they buy. But what is the customerexperience of when you're trying to sell to them? And that's what'sinteresting to me: Yeah really good a this idea that you covered the fullcustomer life cycle there with the second part of it. The idea thatthere's an emphasis on feeling, above all and the most important thing andnot everyone offers this. I love asking this question to so many differentpeople. Not everyone does what you did there, which is in the customers ownview or in the customers. Own Experience, like you know, we cancreate all these activities. We can create maps and try to create momentsalong the journey and these types of things, but ultimately the customerdoes get to decide. Do I like this? Do I not like this? What didn't I likeabout this? What could be better Etcetra? So I really appreciate thatemphasis on on the customers. Definition they ultimately get todecide. I think it's the same thing with branding by the way, when I did course my homework for thisshow I feel like you would have something to say on this. What do youthink is the relationship between customer experience and employeeexperience and the reason I observe this is just even looking at the tie.The two different takes on noble purpose selling, with noble purpose andleading leading obviously has a bit more of an internal focus, is employeeexperience, piece and selling, which you highlighted in your response. Therespeaks to part of the customer experience. What do you think therelationship is between those you? I have yet to meet an organization thathad passionate customers. They did not also have passionate salespeople, andso there's this thing that we call it...

...the great sales disconnect. It's thedifference between what we tell sales people when they're in training, we say,focus on the customer Boocaus on Ly, customers all about the customer, butthen what happens is in the cadens of day. Today, business we say hit thenumber hit the number hit the number, and so, if you're, trying to createpassionate customers, I've never met a customer who said you know what I hope:a Salesperson who's behind on quota and is thinking about themselves, comes tocall on me today. Tho Exist, and so what you've got to do? If you want tocreate customers that are excited about doing business with you that do a lotof your marketing for you, that are your advocates. Your sellers have tohave their head on. We call d the game changing question: How is the customerdifferent as resultod doing business with us? Not? How can I hit my number,but how is the customer going to be different and when you harness that that creates what we call the truebeliever salespeople, which is how you get the true believer customers ishitting the number then relegated to a generally natural outcome or result ofbeing a true believer. It absolutely is, and the number matters- and we oftencreate a false tychotomy, because we humans love to do that, because we loveto put things in categories and so the way I explain it is what I heard from one of our clients,one time to see Yo of a bank. He said I lead to the noble purpose, but I manageto the numbers and that's the way leaders need to think about it on a daytoday basis. Whatever your purpose is, you are always pointing your teaminside sales outside sales customer experience. How can we make adifference to customers and then the numbers follow and you manage that? Butif you have a problem with the numbers, what you go back to is the routebehavior? How are we interacting with customers? Not It? The number hid thenumber hit. The number hit the number, because a salesperson has that in theirhead, they're going to go in and just few quota breath all over the customer,and that does not smell good. Ah, my Gosh, I love I love so much language.You use there, but, above all, I really like the way you release the tensionbetween those two things, this false dychotomy than I think it's really fair.If you're listening to this, I encourage that sixty second bounce back,because it's something that we're faceg, I don't whether or not you're in asales organization, it's something going on in your organization right nowwithin the sales team, and I think it's important to understand that it'ssomething that you can maybe share with someone you work with today, let'sleast Su spend some time on noble purpose, Ih've a number of questionsaround noble purpose, but I guess I'll start with the origin story. You know, obviouslyit's an important concept to you. I assume just based on what I know of youso far that it's something you believe in very very sincerely and are excitedto share with people. How did you come across the elements that that youcapture with the phrase noble purpose, so it happened with a client whocontracted my firm to do a research project with their sales team and theywanted to identify what differentiated the top performers. You know what wasthat secrets Auce, because we look at the numbers and we know who they areyear after year after geter year, its the same people and they wanted toidentify what was the difference, and so we did the usual things thatconsultant study. You know how many calls they made, what they talked abouttheir questions, Yo looking at their background, and it was all in search oflike. What's that special thing, and what was interesting in this study iswe did it as a blind study. So we is, the consultants did not know who thetop performers were. We just knew we were withweren't with any poorperformers, so we were near the end of the study and this was a big biotechcompany and they called on Healthcare Professional. So we were near the endof the study and I was at the car in the car at the Phoenix airport as hotas the blazes I've just spent two days with this sales rap, I'm relupitting inthe air conditioning I'm kind of...

...reluctant to get out. You know a D Hovmy way up to the airport in this supposedly dry heat, that is still ahundred and ten degrees. You' got a jacket on I'm like my shirts, all stuckty back. So I'm just seeing there taking a breath, and I asked her aquestion that was not on our list of questions. I said what do you thinkabout when you go on sales colls and she said? Well, I don't tell this toomany people, but I always think about this one patient. She said I wasstanding at a doctor's office with the name Badge Ohn, and this little oldlady came up to me and said: Are you the REB for this drug and she said yesma'am? I am and she said well, I just want to thank you. I want t thank youfor giving me my life back, because since taking this I ceen all plane. Igo across the country and visit my grandkids and the sails. Trup isdescribing this to me and this is a decade ago and she said that's mypurpose. I think about her every single day, and so I realize when she saidthat that there was something there that was not on our spreadsheets, thatwe had not studied, and I just kept turning it over and over in my mind,and so I went back to all the rest of the interviews. I started looking forthis thing that I now call a noble purpose and I found an addition to her.I found four other people on at the end of the study. The biotech company said.Who Do you think the top performers are? I said I think it's these FY and I wasa hundred percent right, because what that study was the start of what becamea decade of study for me, but it showed that this idea that your work makes adifference and in sales that it makes a difference to the customer that was theunderpinning of Grat sales performance. I love it and the in that, in thatsales, raps particular story that it went beyond this drug helps me with myailment, but instead this drug obviously helps hem with the ailment,but allows me to go. See The people I care about the most in my life like thereal solution, not just the immediate solution that you bring up. A reallyimportant point is one of the things that people say will is selling onenoble purpose. Customer centricity- and I say often it's customer centricity oncrack, because it's not just about pleasing customers, it's about trulyimproving them and having absolute clarity about how you do that, and Iknow you talk so much about humanizing the business and one of te things weteach teach our clients. Is it's the difference between saying, because thatcompany knew we helpe these people with their ailments and they have twentypercent better joint function and doubted it up. They already knew allthat, but when this sales rap and the other ones were similar, has this clearvision of this one playing with her grandkids like that igniteyour front oflobs? That gets you out of bed in the morning, and so one of the chapters inSellimon, nobal purpose is specificity, is sexy because it literally has to bethat specific love. It talk about the word choice like Idefinitely get. The spirit of what you're getting at and Welinto some ofthe specific quantified benefits, maybe even some soft side benefits of sellingand leading with noble purpose, but talk about that language choice inparticular, noble and purpose. Take that separately, take it together liketo share somet like obviously there were a number of ways you could try tocapture this thing that you felt and knew intuitively. But how did you landon that language? So purpose? Is your reason for being it's? Why you do whatyou do and the reason we wanted to add this word noble was because noble meansit is in the service of others, and so we talk about your noble salespurpose. Your purpose is your reason for being noble is in the service ofothers, and sales means it sits at the center of your commercial bodel andthat's really important, because a lot of people say we want to be a purposedriven company and we give to charity...

...and we're a good corporate citizen. Allthat is wonderful, but if you want to reap the real benefits of it, you haveto be absolutely explicit about how you improve life for customers and a lot ofcompanies are implicit about it. But when you're explicit, you get yourversion of I'm helping, this grandmother play withtheir grandkids, and so that's why noble purpose was so important becauseit couldn't be just purpose because, let's be honest, you look at a lot ofcompanies purpose statements. We want to be good corporate citizens, we wantto be nice people, we want to be the leader, nursy Blahblah, Blah Blah Blahba Blu. That does not move heards to minds specific clarity about how you make adifference to customers that gets people out of bed in the morning. Ilove it that leads into the into the next note I had for myself in thiscategory, which is you know, I think, when a lot of people go out to likereview their purpose mission. However, whatever language they use around, Ithink so much of it turns into at some level kind of like naval gazing. It'sself focused, it's internal. Have you observed that in general and how do wemake sure that our sense of purpose is a customer oriented and I obviouslynoble purpose in the way that you chose those words kind of explains that, butyou know from your experience, consulting and working with so manydifferent types of companies. How often do you see it be too internal focusedin that customer focused enough, and then perhaps you know how do we makesure that it's at the commercial heart of what we're doing to yeah so I'llgive you a really clear example. You know I landed on this discovered thiswhen I was worthing working with this biotech company. That was, you know,helping the grandmother, but I will tell you I have done this with aconcrete company, a bloaming company, an IT company. So first thing you needto do is recognize if you're selling, something and people are buying it, itsmaking a difference. So whoever you are and so I'll give you the example of anIT company that we worked with and before we started working with them.Their mission was to be the best provider of ITM services to smallbusinesses. So that's great and been super clear. They know what they do,but if you think it through the focus is internal, so we changed it and wemade their noble purpose, and this is super easy to help. Small businesses bemore successful. That's it so it wasn't like sexy. Wasn't we chames the world,but simply we help small businesses be more successful like that's it and itseems simple, but when you put that at the center, so so en once they startedtalking totday, they work through a franchise model with their consultantsand they're, saying everything you do is to help those small businesses bemore successful. That points you towards the customer versus be the bestwhich mayt just be your version of the best which who knows it that's helpfulto customers or not Nike, but use us as an example, because we've had a number of other companieswhere we came up with something more inspirational like we had a bank thatwas, we fuel prosperity. We worked with David Busters, we champion laugh out,Lou funcs. We had lots of them, but this one is so simple and so clear andit's not sexy, but they were able to get a ten x revenue growth over thecourse of about three or four years. Simply by saying we help smallbusinesses Bei more successful yeah, I think at at some level.Everyone on the team has to under first and foremost, know it at some level andthen they need to understand it at some level, but then they need to believe init, and- and I think, if you do something probably too complicated- youprobably lose some of those first two steps. I can't say it easily. I don'tactually truly understand what the words mean and therefore it's difficultfor me to truly adopt it in a deep and meaningful way. Well, the other thingthat people do so. It would have been...

...easy for us to take that and say: OkayGreat, we got it print up. The marketing brochires get it on thewebsite, we're good to go, but instead what we did was we worked with everysingle group in that company to say how does your job connect to making smallbusinesses more successful and then the challenge is then with the salespeopleinstead of going and tell the customers we're here to make you more successful.Instead, what do you need to know to be able to actually make them moresuccessful and what are thet compelling? We call customer impact stories thatyou need to be sharing to demonstrate that you can. So it's a it's more thanjust the tag line because we've all worked, I mean we know. One of Enron'svalues was in degrody, so we know that words putting the words in the lobby.Don't do it yeah, it's so interesting, the you know,so many of the things that we want our customers to know or understand orthink or feel about us. You know that the the first tendency is to do whereyou started off there, which is like put on the website put on the marketingmaterial, but so much of it- and we all know this- that's why we want customersuccess stories in customer testimonials. We want online reviews.Is that so many of these things are better demonstrated than told. I cantell you all the things I want in the world, but it means a fraction of whatsome more objective third party who's been an engagement with. You might sayabout her his own experience I want to get into because I think this is areally important idea. It's a trend that I see constantly. I feel like it'sa swing like a pendulum swing back, I'm not sure what away from, but where I'mgoing here is, and I'll probably ask this in a long roundabout way. Soplease be patient with me because I think so many ideas connect here. Iwant to get at profit, driven versus purpose driven and some language. I use for an idea thatyou've already expressed is that I think a lot of people fall in love withtheir product, which I think is related to being profit driven, which I thinkleads to comodification versus being perfect purpose, driven where you fallin love with the problem and the way that you can help customers and thatdrives more innovation. You just talk sure your thoughts are on Ami on theright track to the way you think about profit, driven versus purpose driven.How do you think about it? How are you, how are you encountering that in theworld, as you go about it coaching and consulting and teaching people, andmaybe what examples do you have of a either someone on the good side or badside of that dynamic or someone who successfully made the transition? Takethat any where you want, so it the idea, profit versus purpose,we create this false ticotomy. So the first thing we need to do is level supwith the facts. Purpose driven companies outperform the competition byas much as three hundred and fifty percent sellers that have a noblepurpose. Outperform sellers focused on targets and quotas, they sell biggerdeals, they sell stickier deals and theyre more resuing. So, let's startwith the fact we know that purpose drives profit. Now. The question is:How do we do that inside our business? So this argument of whether it worksthat's kind of done, but what happens is in business? The numbers are everpresent their front and center. There all the time you're going to be alwayspulled to that quantitative way of looking at things and that internal wayof looking at things, and so what you as a leader need to do. Is You need toget your purpose, the impact you have on customers that needs to be part ofyour groundwater and as clear and present as your sales targets are, andthat is generally not the way that it is, and so one example that I often useis, if you're a parent. You know you got to get the meals on the table, thekids out the door, the bedtime done and like if you don't get all that stuffdone, the trains g not going to stay on...

...the track so, but getting all that donewill make you a pretty good parent. But if you want to be an exceptional parent,you need to Oriente all those things in the service of, and this is reallyimportant because it compares to customers not in the service of makingyour children happy, but of creating people who can stand on their own,creating leaders. So when you look at in a business, you look at the pipeline.The revenue numbers that process the products and all this they're not justoriented. First of all, they can't, if you just do that and you do it well,you'll be an average business. So go you, but if you do it in a way with aneye towards improving the customers, so what's the biggest boldest way that wecould go to market what's the way that would have the biggest impact oncustomers? What, when we look at our products, instead of thinking how wecould make em better, let's the subtle difference in questions is how what what could we do differentlyto improve life for customers? And so you ask for an example and I'll usesome common ones. Blockbuster sat in a room fifteen years ago saying. How canwe make more money of our existing model and they added candy at thecheckout over Bryce Candy Net flik sat in the room and said: How can we givepeople better, entertainment at home and so I'll? Give another example ofone of our clients. Is a company called BLACKBOD therer Assas Company out ofCharleston South Carolina, and the CEO has been voted one of the fortunes mostinnovative CEOS and is because he changed the question. So instead youknow eight nine years ago, instead of sitting in a room saying, how can wemake our products better? He brought in real live customers, we implementedselling Wi, noble purpose with the sales team and they started asking thequestion: How will the Customr be better as a result of doing businesswith us and it changed everything? And so thisidea of Heto just sat there and said we need to make more money. How can wemake more money? They would have done their equivalent of candy at thecheckout and it wouldn't Hav worked, but instead they were able to becomethe leaders in their space grow recurring revenue because, instead offocusing on the profit, is he likes to say he said: That's my job in the CFO'sjob. The team needs to be thinking about howto make a difference to customers, and so the prophit is a lagging indicator,the words and language that the leaders use the customer impact stories thatuse that's the leading indicator and that's a hundred percent within yourcontrol. So you asked me to go off on that. That's going off on that yeah!That's awesome! I love it and it reminds whe wer. We were, I don't know,ten or fifteen minutes ago, where we're the profhet itself or the revenue, oryou know. However, you want to look at the numbers. Is the outcome of doingapproximately the right work in the right way? I also like what you addedthere around. You know innovating asking a better question in order todrive innovation rather than driving revenue on its own, and I think theblackbuster example is a perfect example. I guess in the language I wasusing in team that up you know they were focused on the product, which wasa retail outlet where you can walk in and leave with some video content andsome mover price candy. That's probably stale, because down enough people by itprobably was TNOT moving very quickly. You know versus you know the netflixquestion, which obviously gets at the problem, which is for people who wantto spend the evening in how can we entertain them more effectively and soa lot of a lot of really good stuff there? Where are we with purpose inbusiness? At a high level? I mean it comes up regularly on the show, acouple conversations that come to mind. One was with Susan, Myer and other waswith Matt squeezy of Sales Force. You know, purpose comes up consistently,but where do you think we are big picture in the scope of things? I think that when the CEO Round Tablelast summer shifted the purpose of business, I think purpose is absolutelymainstraim and that people, especially...

...the innovative forward thinking seniorleaders Understan that you have to have a purpose bigger than money where whatI see is porganizations understand this at a top level, but sales often remainsan isolated silo, and by that I mean they talk purpose, but I'll give you anexample of the difference between a purpose, led sales team and a salesteam that don't focus on the transactional I'll start with thetransaction, so transactional sales team sebblers about to make a call on acustomer there in the pipeline conversation with their leader, theirmanager, their manager Asqum. When are you going to close it? How much is itgoing to be who's the competition who were the decision makers and which products are you going to sell?Those are great questions. A seller needs those questions that is not going to point the cellartowards the customer, so in a purpose, truvment sales organization. Thatmanager ask one more question and it's what we call again the game changingquestion: How will the customer be different as a result of doing businesswith us, and they ask that question before the seller goes in to make thesales call? What that does? Is it tells the manager one if the seller doesn'tknow, guess what this is not going to be a very goodsales call we're going to have a spray and prey product bitch here, more likely the seller knows, but theyhaven't given voice to it and giving Voyce to it and having the manager say:Okay, if they're twenty percent faster. What does that do for them? Oh, thenthey can work on other projects, oh if they were going to the project. What isthat? Do it gets the celler into that strategic framework of thinking aboutthe difference they make on customers, and so when I think about purpose to me,the single biggest challenge that organizations face is activatingpurpose with their sales team, because if you can't do it there, you willremain a transactional organization. Yeah, I love it, it sound. It makes it.I start to have this feeling that Ho discovery calls wind up being more co,creative with the customer, which certainly I mean immediately. Thedynamic is different and better, and then also you know when you talkedabout a bad sales call, you know it's just going to be feature based and it'sgoing to be is you're essentially commodifying yourself unnecessarily,and what a sad, tynamic and allyum you knowyou the reason I asked that follow but likewhere are we with purpose and I'm with you on it? I do feel like it ismainstream and it's no longer just this pure act of faith. At the same time,though, you did feel like some kind of a need to partly qualify. Let's, let'sjust take off the table that that purpose is. You know, in responding toan earlier question: Yor like let's just kill this right now and get all onthe same page that that purpose does make a a measurable difference, so weare somewhere in the transition point with regard to the mainstream, so Iguess lean into that a little bit more talk about some of the benefits ofbeing purpose, driven, whether it's you know you know more revenue faster deal,cygles, bigger deals or whether it's you know, post sale on customeradvicacy, the benefit to the organization itself in terms ofattracting and retaining the best talent. I imagine there are tons ofbenefits there, but just like slam the door shut on this thing and bringpeople into the you know bring bring the laguaids in yeah, so so before we slam the door shut onit. I do want to say a word to people who are over the age of thirty five orforty. We were not trained this way. Everything in our training said thepurpose of business was to return to shareholders that resulted in some very well runbusinesses. Yet...

...some problems remained and the problemswere lack of employee engagement, emotional engagement, lack of customeradvocacy deals kept coming up. You know to Ye to resell the same deal yearafter year after here for the customer to you, know, wittly down on price, and so, if youwere trained in that way, what I would say is that built the foundation andit's time to go to the next level and that's where purpose sits and what thenext level does is. It creates emotional engagement with youremployees as use the phrase it gives people a reason get out of bed. Nobodyever woke up and said: Let me go beturn some value to shareholders, they wakeup and they say what I'm doing matters, and this is more crucial than ever nowfor two reasons, because you have, the state of current events has created tocrisisis. Customers are starting to ask as customer shut it down said no salespeople are calling on US none and now they're opening back up customers areasking a fundamental question, are Youre to help me. Are you just here toclose me and you better have a good aanswer forthat all the way down through your team? The second crisis that we're facing isan exessential crisis that employees are waking up and saying does my workeven matter? Who Am I, and why am I here and I could go through all themyriad of social and economic reasons why people are asking that, but thosetwo single things with employees saying: Why does my work matter? Why am I hereand customers questioning motive? Business is being on and loss based onperceived in ten, and so, if you've got this high minded purpose at the top ofyour organization. Go you now is the time to activate it all the way through,including in your sales team, and if you don't have that purpose, there's te Chinese proverbs as Best Tine of plane trees twenty years ago. Thesecond best time is today, so you don'tout that clarity on purpose now'sthe dime. So let's get practical on it, then youknow: How do we bring that story into the organization like, let's say,there's a leader of a team or even the leader of a company listening right now?What are some initial steps? Let's just say in let's just say they do have somekind of an overarching, general sense of direction or purpose. What are a fewthings someone could start doing this week. That would start allowing it topermeate in some kind of a meaningful and hopefully sticky way within theorganization. Does it like? Are there small steps we can start taking, ordoes it need to be this big initiative? Like I'm gonna, give MOU three thingsyou can do right now? They do not cost you any money at all and you can do hem,like literally after you finishe listeing to this so honesty. It compelsme to tell you: we've got seventeen things in the book. They're reallyclear. I'm GNNA give you the three easiest ones doimg right now so numberone. If you've got a clarity of purpose, youneed to start telling customer impact stories. These are not usedcase stories.These are not feature function stories. These are not. We wont all thisbusiness. You need to tell a story about the customer, but our software,that's the last time in the story. You talk about yourself and then you sayand their process as got so much faster and the smiles on people's faces, andthey made such a difference and then they got home easier and then theycould prioritize five other projects. Oh my gosh, I'm going to bed at night,knowing I'm the good kind of tire, because we made a different uccustomerso number one find some customer impact stories and start telling them look athow much time you're spending on financials versus talking aboutcustomers. It should be fi at least fift. Fifty to customers number two.The second thing you can do and if you're searching around to finecustomer ndpack stories and you're struggling. The second thing that youcan do is ask this question. Anytime. A deal is on the table. Any time. You'vejust closed a deal. It's the game, changing question: How will thecustomer be different as a result of...

...doing business with us if you're in a team meeting, and youare discussing a priority or product, you ask that question laser, like everyone will focus so customer impact stories. Ask the game changing questionand then the third thing that you can start doing is opening your meetingsdifferently. This is so easy. So super easy all you want to do every time youopen a meeting. Is You want to if you're going over, we had tensand salesthis month or five thousand whatever you pick out one of Hem and you ill useyour word en you humanize them. You say you see this company right here that wesold to. Let me tell you about Hem, it's twenty five people. This is whatthey do. This is how they do it. This is who their customers are, and this ishow we made a difference like t it will literally take you two minutes, soeveryone listening this. You got three things to do, find your customer impactstories and start telling them ask. How will the customer be differentas a results of doing business with us and open every meeting with ninetyseconds about who one of your customers is to bring them to life for your team?If you do those three things and you do them for a week, you will find new opportunities and youwill start to make the people's hearts in your company make their hearts peakfaster, so good and I'll just add to that first one. I think if we startacting and again as a listener to this conversation, if you're listening,which of course you are, you know no matter what role you're inyou know. We, U Slack Etbombamma Slack, is obviously super popular in common,and so there are a number of channels internally. Here where I will see ascreen shot of an email reply from a customer or people l take. Of course wehelp people communicate with video, so customers send us videos all the time.I see videos in slack channels, all the time and they're all around thesethings, and and more often than that, it's about some great outcome or justsome. You know some version of this didn't just changemy business to change my life. Sometimes it's thoughtful feedback froma customer there. An the interesting thing is, I don't know when thisstarted for us. It's certainly a lot better than an all company email, whichhas a different feeling than just like I gos, through the slack channels likemore drobming, the more you and say two or three of your peers. Do it the morelikely everyone else is to do it. It becomes this thing and hat's Ust. Why Ilove these are simple things to do. This is part of how we do it aroundhere now when we get nice replies or nice videos, we share them with ourteam members right, it's an easy thing to do, and it like that B that activitybegets more of that activity. It's been really affirming for us and it and youbring up a really interesting point. So one thing one watch out: I want to giveif you were looking for customer impact stories, so in the book and sellingwith Noble Purpose, we have a super simple formula for creating them, thatyou can, like just click on that one chapter and see that if you're lookingfor them, the worst way to get them is to ask via email for everyone to sendone to you, because the writing will have a chilling effect on people. Theywon't be able to do it. You'll get these usecase stories that include allthese products and features. So if you were a leader, formal or informal, you should just start telling them andif you don't have them ask in a meeting. So how did that affect the customer? Sowhat did they do so? What made their life better? I love that and then yourespond possle and say: Do you mind if I share that so like the last thing youwant to do is do the big email I'll tell you one thing that we did at whosweet years ago is after we introduced the concept and got everyone tounderstand it and trained them on how to do it. We had a story off and it wasa contest. So the result was everyone hurt everyone else's stories thatbuilds belief, because that's what...'re trying to do is a leader. Allyour facts and figures do not build belief. The story builds belief, and soit was this huge celebration. We hurt each other stories and people on, andso I think, as a leader you have to ask yourself is my organization internally:Are we telling a money story, or are we telling a meaning story and you'retelling a money story? You can have a pretty good organization, but you won'tbe topped here. You need a meaning story. I like that language to isreally helpful. Another question here on on purpose in the alignment ofpurpose. You know as a manager, you know you want to understand yourfrontline employee, your direct report. You want to understand what motivatesthem. Where are they trying to go with their life in their career? How can Ihelp them there? I never as a manager had the expectation that someone be atthe Company for eight years. They might only be there for two or three years,and I want to leave them better off for having been here. The company should bebetter for them having been here and the same thing for a leader, managing amanager and and then, of course, the company has its own purpose and goalany tips here on at. Do all these things need to align. You know likejust talk about that alignment from the front line, all the way up to thecompany purpose and they're, like not necessarily competing purposes or goalsor desires or motivations, or these things that we need to help uspersevere through hard times and difficult circumstances, but you haveany dou, have any thoughts for advice there yeah. So the first thing you needto know is once we get beyond food and shelter. Human beings need twofundamental things belonging and significance. We want to be part ofsomething bigger than ourselves and we want to know our part matters, and so,when you talk about alignment, the best organizations think of it as a vendiagram with three circles, they have absolute clarity oforganizational purpose. Each person knows exactly. This is thesecond circle now how their job contributes it to it, and then eachperson- this is the third circle of the Ven Diagram- has some individual ownership in it. So ifyou think about it as company the job and the personal, and so one thing youcan do is a leader. This is a really quick tip. Is We all know giving posivebback is really important. Next time you tell someone great job. Take it onestep further. You did a great job on that presentation, and you know what Iloved about it. I saw the people in the room when you spoke. I saw thereas alot of eyes, light up and I saw them get it. So. Every time you give someonebee back- and this also applies to negative feedback- you want to not justbe specific insite the task, but you also want to describe how it made adifference, and so we work with organizations what we find is we getleaders to do a couple of simple things. It changes the tone of the entireorganization and we know that people that feel a sense of purpose abouttheir work have more tenacity. They will stay with the organization longerand they also become organizational advocates outside the organizationreally good and for folks listening. I generally don't sell Bombam on thispodcast the privilege enough to host it, but something we've heard a lot fromleaders and managers when they give this feedback positive or negative. Ifyou can't do it in person doing it with a simple video message is goingto.Allow you to do it in a way that the person can truly understand so before Ilet you go lisa. This has been awesome. I would love for you to think ormention somebody. Who's had a positive impact on your life for your career andmaybe mention a brand or a company that you really respect for the way theydeliver for you as a customer, so a person who had a huge, positiveimpact on my career, this ill sound, tried and true, but it was my dad oneof the things my dad said to me is: When you become a manager, you becomethe second most important person in the lives of your employees, because nextto your spouse, your leader can make...

...your life miserable or make your lifewonderful. So that was a big deal to me and I'll. Tell you a company that hasmade a big difference to me in kind of a way that you wouldn't expect- and Imentioned him earlier, and it was who sweet and I'll tell you why it madesuch a difference to me as a consultant when I worked with them. One of thethings that I saw there and the guy who was the chiefrevenue officer at the time, was a guy named Steve Johnson, one of the thingsthat he he and I worke together, and it hada really powerful impact on me because I really saw how you could take a youngaggressive, largely male sports, oreented sales team and get this highminded thing called purpose in their hearts and- and it mattered to me-because I don't know without him- If I would have really believed that wecould do that together. And this was about seven or eight years ago, and hewas like this. What we're going to? Can you help me and I, okay and- and it wastransformative to me, because it really showed me that it wasn't just thepeople that you know Equino and talk about world peace. Itbredly, Wat, satfreak, Butny, and so that made a big difference to me forthem, as a company to show up in that way was exciting. That's awesome and istransformative for each of those sales. People transformitite for theorganization transformatit for their customers as well, because, as you wellknow, I'm preaching to the choir here- it's something that the customer canfeel. This has been awesome. I appreciate you so much if someone wantsto follow up on this conversation Lisa. How can they connect with you or withyour consultancy or selling, with noble purpose, leading with noble purpose?Google Noble Purpose- and you will find me- We do a couple of things. I amdoing a lot of virtual keynotes these days, I'm also doing consulting withorganizations to help them find their noble purpose or if they have theirnoble purpose, help them activate it specifically with sales. So you cangoogle noble purpose. You'll find me. You can also find me on Lindon. We'vegot a lot of linkedin learning courses and you can follow me. We do a weeklywork on purpose newsletter. Super I'll drop, a bunch of links in. If you go toBombombcom podcast, we do write ups on all these episodes. Short video clipsand links to some of the relevant stuff I'll make sure it is easy to find youor again just Google Noble Purpose Lisa. I appreciate you so much. I wish youcontinued success on your mission, you're, making better people in betterorganizations. Thank you so much. I really enjoyed our conversation, clear,communication, human connection, higher conversion. These are just some of thebenefits of adding video to the messages Youre sending every day. It'seasy to do with just a little guidance. So pick up the official book.Rehumanize your business, how personal videos, accelerate sales and improvecustomer experience learn more in order today at Bombamcom Fock, that's Bo, MB,tomvcom fuck, thanks for listening to the customer experience. podcastremember the single most important thing you can do today is to create anddeliver a better experience for your customers, continue. Learning thelatest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom podcast.

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