Sales Leadership Expert Lisa Earle McLeod's Program at the Health Industry Distributors Executive Conference, Pointe Vedra FL, March 12, 2013.

1. Leading with Noble Purpose
Lisa Earle McLeod

2. Lisa Earle McLeod

3. Your interactions
determine your
success or failure.
In everything.

4. Knowledge
is not enough

5. Skills are not
enough

7. Agenda
• Why purpose drives growth
• Purpose and morale
• Defining your noble purpose
• Shaping your narrative
• The power of storytelling
• The duality of senior leadership

9. Connection
&
Meaning

10. Workforce Complexity Culture
Workplace Changes

11. Workforce - Ambivalent
70% disengagement*
*Gallup Research

12. Complexity

14. Purpose
Text

15. The Business Case
• Purpose and value driven organizations outperform the
market by 15:1—and outperform comparison
companies by 6:1
• Organizations who center their business on improving
people s lives have a growth rate triple that of their
competitors.
• Salespeople who strive to make a difference to their
customers outsell salespeople who are primarily
focused on their own sales goals.

16. Purpose drives growth
Organizations who center their
business on improving people’s
lives have a growth rate triple
that of their competitors.

18. Purpose improves morale
People are driven by autonomy,
mastery and purpose. It makes
work more meaningful.

19. Purpose drives sales
Salespeople who strive to make
a difference to their customers
outsell salespeople who are
primarily focused on on sales
targets and money.

21. The internal conversation
becomes the external
conversation.

23. What Makes the Top 2%
More Successful?

24. Top 2%
10,000 hours observation

25. One in nine American
works in sales
But so do the other eight

28. Your NSP
• What impact do you have
on customers?
• How are you different from
your competitors?
• On your best day, what do
you love about your job?

29. Impact on customers
1.
2.
3.

30. Why you’re different
1.
2.
3.

31. What gets you excited.*
1.
2.
3.
*about your job

32. Sample NSP’s
• We help people build a better world. (Meridian Systems)
• We make transportation safer, faster, and more reliable.
(Graham-White Manufacturing)
• We help small businesses be more successful. (CMIT Solutions)
• We help people create financial success. (Capital G Bank)
• We turn employees into leaders. (getAbstract)
• We unclog the wheels of justice. (Orange County Superior Court)
• We help organize our clients’ information and make it universally
accessible and useful (Google)
• We help leaders drive revenue and do work that makes them proud.
(McLeod & More, Inc.)
• We bring health and hope into the lives of patients. (Sunovion)

33. Alignment

34. Organizational
Cost

35. Process Profit
Products Promotion
People

36. Profit
Process
Products Promotion
People

37. Process
Profit
Products Promotion
People

38. Process Profit
Promotion
Products
People

39. Process Profit
Products
Promotion
People

40. Process Profit
Products Promotion
People

41. Process Profit
?
NSP
Products Promotion
People

42. Purpose = Focus

43. Common signs of purpose erosion
• Internal metrics become more important than external metrics
• Silos emerge as groups focus on their specific targets
• Internal discussions are always quantitative and rarely qualitative
• Managers talk about industry leadership versus customer impact
• Beating the competition takes precedence over serving
customers
• Products become commoditized
• Internal competition increases at the expense of the collective
purpose

44. Where is your internal dialogue?
Company- focused Purpose-inspired
• Internals metrics • Consumer impact
• Internal objectives and • Customer/consumer
deliverables experience
• Coaching to the numbers • Coaching to customer
outcomes
• More quantitative
• Quantitative and qualitative
conversations conversations
How will this improve our How will this improve life for our
revenue and profit? customers?

45. E
N
G
A
G
E
M
E
N
T

47. Leadership

48. The way people interpret
information determines
how they react to it.
Leaders
influence
interpretation

49. Context Framing Content

50. Mindset Matters

51. Good
Performers
Company focused
Have a plan
Think about products
Want to be successful
Like their jobs

52. The Top 2%
Superstars
Company AND customer
focused
Plan AND flexible
Think customer first,
then product
Create success for everyone
Love their jobs!

53. The real
difference
between good
and great
Mastering the
mental game

54. Mindset Matters

55. Content
7%
Mindset
93%
Mindset
Content

56. Your Inner Dialogue

57. Five Superstar Mindsets
1. Embrace “AND”
2. Sit with uncertainty
3. Think backwards
4. Create success
5. Show up with LOVE

58. Sit with uncertainty

60. Your Brain On Fear

62. 10 Second
10 Second
Game-Changer
Game-Changer
Breathe
Think
• My agenda AND their
agenda
• I have a plan AND I’m
flexible
Feel
• Ignite positive
emotions 62

63. Check List

64. Reignite Purpose: Elevating the Narrative
• Internal Language
• Marketing
• Leadership interactions
• Metrics
• Concrete examples
• Quantitative
• Qualitative
• Stories

67. The Business Case

68. Purpose
Drives
Culture
Customer’s voice front & center
Sustains people during times of
challenge and change

70. Consulting - Strategy - Keynotes - Workshops
www.McLeodandMore.com