Table of Contents
1 Cover
2 Introduction What Is Selling with Noble Purpose? The Curbside Conversation Where Selling with Noble Purpose Was Born How Noble Purpose Plays Out The Changing Face of Business Note
3 PART 1: Sales: A Noble Profession? CHAPTER 1: The Great Sales Disconnect What Lack of Purpose Costs a Sales Force Reframing the Sales Profession What's Gained from Approaching Sales with Purpose Why Selling with Noble Purpose Becomes Self‐Reinforcing What This Book Can Do For You CHAPTER 2: How a Noble Sales Purpose (NSP) Changes Your Brain Customer Centricity Is Not Enough The Two Big Human Needs: Belonging and Significance A 10‐Degree Shift Can Change Your Direction You Don't Have to Create World Peace Why Mission and Vision Aren't Enough Preventing Your Personal Wells Fargo Surrogation: When the Metric of the Strategy Takes the Place of the Strategy How NSP Drives Shareholder Value Shareholders vs. Stakeholders CHAPTER 3: Why Profit Is Not a Purpose Why Leaders (Unintentionally) Overemphasize Profit The 6 Ps: Putting Profit into Perspective How NSP Drives Innovation Numbers Provide False Certainty CHAPTER 4: Where Passion Falls Short The Power of Being Steadfast Managers Are the Front Line Belief‐Builders CHAPTER 5: The Leadership Question That Changes Everything How Words Create Worlds How NSP Helps You Close Bigger Deals A Sample NSP Coaching Session Marketing Product Development Sales Engagement and Support
4 PART 2: Naming and Claiming Your Noble Sales Purpose CHAPTER 6: Crafting Your Noble Sales Purpose Discovery Question #1: How Do You Make a Difference to Your Customers? Discovery Question #2: How Are You Different From Competitors? Discovery Question #3: On Your Best Day, What Do You Love About Your Job? Create Your NSP CHAPTER 7: Why Specificity Is Sexy Choose a Big Enough Lane How to Avoid the Bookcase Problem CHAPTER 8: The Stories That Make Your NSP Stick Build Belief: Create Sticky Stories A Memorable Customer Impact Story Sticky Stories Create Meaning The Formula for Sticky Stories Jumpstart Purpose with Customer Impact Stories CHAPTER 9: Why Seemingly Sane People Resist Noble Purpose Set the CEO Up for Success Be Intentional with Your Early Supporters How to Deal with the Eeyores (If You Must) Restoring Nobility to the Sales Profession Skip the “Aha! I Was Wrong” Moment
5 PART 3: Activating Your Purpose with Customers CHAPTER 10: Making Your NSP More Than a Tagline Creating a Differentiated, Purpose‐Fueled Sales Experience Interaction vs. Infomercial Deep Schemas Drive Engagement Avoiding the Data Dump in Demos Activation vs. Proclamation CHAPTER 11: The Customer Intelligence You Didn't Know You Needed The Five Categories of Critical Customer Information How Information Improves Your Win Rate