Coach2Scale: How Modern Leaders Build A Coaching Culture

In this episode of 'Coach2Scale, host Matt interviews Lisa McLeod, an acclaimed author and founder of McLeod & More Inc. Known for her work on integrating purpose into sales strategies. Lisa discusses the myth that top salespeople are solely motivated by money. She emphasizes that high performers are driven by a desire to improve the lives of their customers. The conversation delves into distinguishing between reactive and assertive sales approaches, the concept of 'noble purpose,' and how organizations can align their goals with customer impact to drive better results. 

 

Takeaways: 

Understand the Core Purpose: Define your company's noble purpose by answering three key questions: How do you make a difference? How do you do it differently? And on your best day, what do you love about your job? This can help you articulate the impact your business has on your customers, motivating your teams and aligning their efforts with a clear, meaningful goal.

Prioritize Customer Impact Over Numbers: Recognize that financial metrics are lagging indicators of success. Instead of focusing solely on closing deals and hitting targets, encourage your team to continuously ask, "How will this customer be different as a result of doing business with us?" This mindset fosters deeper customer relationships and leads to sustainable growth.

Share Customer Success Stories: Regularly share stories within your organization about how your products or services have positively impacted your customers. This not only boosts team morale but also reinforces the noble purpose behind your work. These stories can serve as powerful tools in sales pitches and align your team’s efforts.

Engage the Movable Middle: Focus on the middle tier of performers in your organization. These individuals have the potential to drive massive changes in performance. By investing in coaching and development for this group, you can elevate overall team success, rather than just rewarding the top performers.

Ask the Game-Changing Question: During every sales interaction or strategic planning session, ask yourself and your team, "How will this customer be different as a result of doing business with us?" This question ensures that your efforts are always customer-centric and aligned with delivering real value.

Create a Motivating Hiring Narrative: When bringing new hires on board, don't just talk about job roles and financial compensation. Share the noble purpose of your organization and illustrate how new employees will contribute to making a difference. This attracts individuals who are motivated by meaning and purpose, not just money.

Lead with Stories and Metrics: Balance your focus on metrics with compelling stories that illustrate your company’s impact. This combined approach ensures that your team understands the importance of both financial performance and customer satisfaction. Use concrete examples to inspire and motivate your team consistently.

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Learn more at coachem.io