Selling with Noble Purpose

Book summary

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.

Fear is a poor motivator, as illustrated by the author’s experience at P&G in the late 1990s. Working under an intimidating boss, she shifted her focus from addressing client needs to appeasing her superior, ultimately undermining authentic sales efforts. Fear triggers a fight-or-flight response, distracting employees from serving customers effectively and risking client loss to competitors. Similarly, compelling narratives can transform workplace morale and drive success. At Graham-White, a story about an employee overcoming harsh conditions to repair a locomotive revitalized team spirit, while anecdotes about the reliability of their products, such as brakes that functioned flawlessly in freezing conditions, attracted new clients. These examples underscore the power of fostering resilience and sharing meaningful stories to inspire teams and highlight value.

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