Crafting Purpose Into Sales Success

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Crafting Purpose Into Sales Success

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Every salesperson is looking for the ‘hack’ that will generate more conversations and speed up their sales.

But what if the secret to sales success wasn’t an individual technique, but rather, a way of approaching every sales activity?

There’s one recognized expert when it comes to purpose-driven sales, and we asked her to systemize how any salesperson could be more purpose-oriented in how they sell and how they serve. Sitting down with Lisa McLeod, founder of McLeod & More, Inc., and author of the bestselling Selling With Noble Purpose was an eye-opening experience into how we can get back to the root of why we started selling and communicate that to every prospect!

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T-Trigger: To trigger the way we incorporate purpose into our sales process, Lisa said to ensure we’re answering some key questions that help us define purpose. First, ask how this product or service genuinely makes a difference in the lives of customers? How do we sell and deliver it differently than others? And on our best day, what do we love about our work? These questions challenge sellers to think beyond the transactional and delve into the tangible impact of what we do.

R-Repeatable: To make this system repeatable, Lisa emphasized starting with the prospect’s website. Define what success looks like to the customer, through the lens of what you sell. How does your product or service help them achieve their goals?

Next, define how this customer could likely be better off in dealing with you and your company? What challenges or goals could you help them with?

Third, define what the bos of your prospect likely cares about. If we can help them achieve their goals through what we sell, they’ll be more likely to approve the purchase.

Fourth, investigate what the impact would be in your prospect’s life if the transaction goes well. And what impact will it have if they can’t benefit from what you sell? You’ll want to have those items teed up in your initial conversations so you can take your assumptions and adjust them based on the information you learn in your sales conversations.

I-Improvable: To improve this system, Lisa recommends sharing a customer impact story with a peer and get their feedback on ways you can improve it. Customer impact stories get to the heart of your purpose as they’re personal and reveal the benefits customers really achieve in doing business with you.

M-Measurable: To measure the effectiveness of the purpose-driven sales strategy, Lisa suggests measuring the amount and quality of the responses you’re getting in your sales conversations. This includes specific details to help you firm up the data you’re gathering and also learning how the prospect is evaluated so you can ensure you’re working with them for their success.

Another indicator of how purpose-driven you are in your sales process is the amount of discounting you’re doing. The more purpose-driven you are, the more value your prospects will perceive in what you do and the less they’ll argue for discounts and concessions.

Purpose doesn’t have to be an issue relegated to human resources – in the hands of a skilled salesperson, it can be the key that unlocks massive success.

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