Beyond Money: Selling with Noble Purpose

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What's working on purpose anyway? Each
week we ponder the answer to this question.

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People ache for meaning and purpose at
work, to contribute their talents passionately

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and know their lives really matter.
They crave being part of an organization that

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inspires them and helps them grow into
realizing their highest potential business can be such

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a force for good in the world, elevating humanity. In our program,

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we provide guidance and inspiration to help
usher in this world we all want working

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on purpose. Now Here is your
host, Doctor Elise Cortes. Welcome back

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to Working on Purpose program packs of
trenin again this week I'm your host,

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doctor Elise Cortez, join you live
from Dallas, which is home base for

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me. If you've been tuning in
for a while, you know this problem

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was a thought leadership series that is
designed to be able to enlighten and inspire

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you. And I bring on distinguished
business leaders, guests and soject matter experts

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and also authors, and our conversations
are really designed to get you to think

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on a higher level and gets you
to consider doing leadership and business in a

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different way. Before we get into
today's program, let me give you two

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announcements that I'm really happy to share
with you. The first one is that

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this month of September marks the launch
launch of my new program called Gusto.

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Now what it is, It's an
e learning platform that allows me to be

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able to deliver my programs in English, Spanish and Portuguese. Exciting. And

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the second announcement is my book is
coming out and analyst it on Amazon.

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It's coming out November seventeenth and you
are able to pre order it now if

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you like. It's called Purpose Ignited, How Inspirational Leaders unleash passion and elevate

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cause and so fun. Let's call
that my pandemic baby, shall we?

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Who has been great to get it
out there? Now? Onto this week's

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program. Our guest today is Elizabeth
Lotardo, who is a consultant, researcher

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and co author of the book called
Selling with Noble Purpose, How to drive

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revenue and do work that makes you
proud. She is the VP of Services

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at a sales and leadership consultancy called
McLoud and More and leads sales transformation initiative

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for clients like Oracle, g Adventures
and Pfisser. To join us today from

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Atlanta, Georgia, Elizabeth welcome to
working on purpose. Great to be with

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you, isn't it fun? It
should be like that, right, it

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just should be like that. I
couldn't agree more, and I loved hearing

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the intro that business can be a
force for good. So I'm excited to

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dive into this topic. Absolutely well, I have to for our listeners,

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well for our viewers, not our
listeners. But let's do this for fun.

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Since I can look right behind your
beautiful face and see your book on

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your shelf, here's my copy right
here. Whoo oh great, right,

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I love it. So, as
you know, I like to devour the

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contents of the books that I read
with people coming on. So thank you

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for sharing with me and finding me. So I love the whole idea of

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why does a book get written in
the first place. I know from my

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own recent experience how hard it was. It was easier to bring my seventeen

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year old daughter into the world,
Elizabeth, than it was to bring that

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book into the world. So I
appreciate what you've done. So first,

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if you would, you tell a
story in the book about where the book

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came from, how it was born. Tell us that story to get us

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started. Sure, So the second
edition of Selling with Noble Purpose just released,

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which is the book you're holding up, and I brought one down to

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my own level here from the bookshelf. Think it good. And the foundation

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of the concept of selling with Noble
Purpose was born out of a pharmaceutical study.

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So ten years or so ago,
purpose was not talked about in business,

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and I'm sure you know this too. Purpose was a word that reserve

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was reserved for corporate philanthropy, it
was reserved for maybe marketing and hr it

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certainly wasn't talked about in a sales
capacity. So ten years or so ago,

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our company, mcclauden Moore was hired
by a major pharmaceutical firm to determine

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what behaviors made their top sellers the
top sellers. So it's pretty easy to

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tell the difference between a good seller
and a poor seller. Good Sellers ask

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questions, they do their homework,
they make sales calls. But what this

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firm was after was uncovering the df
diference between a good seller and an exceptional

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seller. And to do this they
hired us. But here's the trick.

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They didn't tell us who the good
sellers were and who the exceptional sellers were

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with a blind study. Brilliant and
honestly kind of scary, because like,

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you want to get out right right. So we were, we were tracking

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sales calls. We were doing all
of the things sales consultants do. How

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many calls do you make, What
kinds of questions do you ask, what

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kind of research do you do in
advance, what kind of negotiating skills do

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you use? All these really prescriptive
things that had been studied before. And

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with one representative who Lisa, the
founder of our firm, was with,

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Lisa McCloud had such an engaging conversation
with the doctor she was calling on was

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so deeply committed. Lisa asked her
a question that wasn't on the prescriptive list

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of questions, and that question was
what do you think about when you go

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on sales calls? And again,
many years ago, the mindfulness, the

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attitude, the purpose, that conversation
had not made its way into the sales

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vein yet. And what this representative
said, the representative who sold the drugs

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that help people with arthritis, was
that she thought about every single day.

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One particular patient who, when she
was coming up in a doctor's office,

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tapped her on the shoulder and said, miss are you the representative for this

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drug. She looked down at the
woman and said, yes, ma'am,

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I am, And the patient looked
up at her and said, I just

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want to thank you for giving me
my life back, because prior to taking

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this, I couldn't go anywhere,
I couldn't do anything, And when my

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doctor put me on this drug,
now I'm able to go fly across the

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country and see my grandchildren. I
can play with them, and it's a

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level of freedom I never thought I
would have back. So the representative is

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telling Lisa this story. Lisa's kind
of caught off guard because we're supposed to

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be tracking how many calls and what
types of calls of this is totally doing

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different where we put this right.
There's not a box to check on this

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one. But she told the story
so emotionally. Lisa was called to dig

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a little deeper into this. Why
do we sell what kind of story do

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we carry in our heart? And
what she found going back through all the

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transcripts of the hundreds of interviews were
five people who alluded to this sense of

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higher purpose, who said, you
know, I met a patient one time

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who told me this My dad was
a doctor. That is such a hard

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job. I want to make the
doctor's life easier. I'm so passionate about

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the science of our company. I
can't wait to share it with people.

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These five people alluded to this sense
of purpose, this fuel that was something

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other than an incentive or a comp
plan or quota, and those five people

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were the top five representatives the entire
company. So what we concluded from that

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study, and it took us a
while to put it into writing format.

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As you mentioned, it's tough to
take these fuzzy ideas and distill them down

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to be really actionable, was that
these sellers who had a sense of purpose

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in their heart, who had an
intrinsic drive to make a difference on other

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people, were the sellers who outsold
their transactional counterparts who were focused on internal

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metrics. So that was the foundational
research that launched selling with Noble Purpose.

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We've gone on to expand that research
and work with other organizations who are purpose

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driven to really quantify the behaviors of
selling with Noble Purpose. But it was

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all born from that one idea.
It's brilliant and when I got present to

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when I was reading a book and
preparing for this conversation. Is I remember

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back in the late nineteen nineties when
I was selling IT information technology staffing services

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in Seattle, Washington, and then
shortly there after I was just getting into

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my PhD. And then I was
getting into the whole space of researching meaning

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and identity for my dissertation. I
was a fantastic, if I may say,

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salesperson I sold. I think I
got five of the nine Er awards

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for the company for performance and sales. And when I look back on that

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experience, Elizabeth, that's a lot
of what you're talking about is I wasn't

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selling. What I was doing was
I was out talking to hiring managers in

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IT departments, mostly in telecom,
who had what I thought were pretty cool

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projects that were going to make a
difference in how they did their business and

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would touch their customers. And I
got really excited that this hire manager was

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counting on me to come through Talent
to get that project done. And I

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was really in love and excited about
the projects that they were working on.

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And I would go oftentimes go source
to Talent myself besides getting the requisition,

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And it was all driven from the
notion that I'm attached to something way bigger

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than myself, and so I was
coming from a place of I want to

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come through for this manager and this
organization, not sell these services, absolutely,

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and that is the same ethos that
was in the heart of those five

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reps who sold the anti arthritis drugs. And I would hazard a guess that

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the reason you were so successful in
that role was not because the products were,

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you know, incredibly differentiated, was
not because you were the low cost

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provider or something easy like that.
It's because you made emotional connections with the

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people that you who you wanted to
serve. Well. Yeah, and also

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too, I did see I saw
that the work that they were doing was

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meaningful, and I felt connected to
something much bigger because I and that's why

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I actually did my research around understanding
how it people experience meaning in their work

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and their relationship identity. So I
got really invested in the work that they

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were doing. So, yes,
you're right, intrinsic motivation writ large for

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sure. So it was I appreciate
you you helped me kind of connect it

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from myself as well. So that
was another great thing about getting tosted show

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that I appreciate that I learned from
what you write in your books for me

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too, well, you know,
we hear a lot that the words selling

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with noble purpose put a phrase to
what so many top salespeople have I really

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carried in their heart. Yeah,
and hadn't coined a phrase around it,

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hadn't connected with other people who felt
that way. It's kind of an individual

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thing of top performers. Well,
and so that gets me to the next

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thing that I wanted to talk about. And I want to showcase this in

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that Just yesterday I was coaching a
young woman, she's thirty, and she

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was kind of complaining and commiserating that
somebody was bashing on her being a young

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millennial and not and she was lazy
and just didn't have a work ethic.

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And she goes, I work sixty
hours a week. What do you mean

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I don't have a work ethic.
And so then I want to take that

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at Richard Sales World, where a
lot of salespeople get the wrap of you

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know, you're all about money and
self interest and self absorption and such,

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and you actually talk about how there's
research on the economics of self interest not

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being sustainable or even accurate. Can
you speak to that for us? Absolutely

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so. You mentioned in our last
chat that you didn't perceive yourself as a

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salesperson, and a lot of great
sales people don't perceive themselves as a salesperson,

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self included. I have clients say, oh, well, you're not

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really a salesperson, and I'm like, well, you know, I'm paid

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on commission and I presented a contract
that you signed, so by definition,

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I am. But sales is one
of those professions where we let a few

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people who do it badly define the
profession and we let this overwhelming era of

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self interest come forward because those people
are the loudest and the dutiful people who

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focus on the customer, who have
that in game in mind of making a

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difference, don't always speak up the
loudest because they're working and they're connecting with

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customers. But what the research has
gone on to prove, especially in the

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last five years, is that the
self interest is so shortsighted. It is

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a penny wise and pound foolish game. And we see it in the way

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comp plans play out. We see
it in the way whole organizations pivot their

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performance based on individual desire of increasing
shareholder value versus what's best for the customer.

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So we've seen time and time again
that these self interests yield results in

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the short term, but in the
long term they completely fall apart. And

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it plays out on an individual salesperson
level, and it also plays out on

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an organizational level. Mm hm,
you know, it's funny you're making me

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present. I know there's been a
couple of times when I've gone into buy

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like a printer or something at an
office supplied place and I say, you

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know, here's kind of what I'm
up to. Here's what I join you.

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What would you recommend? Oh,
I know exactly whathi join you should

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get, And it's the one I
know that they're getting the biggest spif for

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right, And I think this really
didn't work out that well for me,

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thank you very much, But so
I appreciate that you you've got something in

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there. And I wrote this down
here more research about how that talks about

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salespeople with a sense of purpose put
forth more effort and are more adaptable than

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those that are just quota focused,
which obviously that my story speaks to that,

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but say a little bit more.
I mean, the quota thing is

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interesting. I talk to a lot
of salespeople and you know, the quota

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is hanging over their head and it's
it's the driver absolutely. So that research

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specifically came out last year and it's
out of Michigan State University by a professor

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Valerie Good. And what she went
on to prove was that salespeople who carry

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this story in their heart of I'm
here to make a difference to the person

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I'm talking to and improve their condition
outseell salespeople who are purely focused on their

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own targets and their own quotas.
And it goes back to your printer story.

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That transaction may have been beneficial to
that sales rep in the short term,

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but you know where you will not
be returning to buy another printer.

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I know who you're not going to
call. And the interesting thing about quotas

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is that a lot of times people
assume that, you know, the makers

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of selling with noble purpose are anti
quota and nothing could be further from the

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truth. If you truly want to
make an impact on people, if you

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want to have bold action in the
world, you have to measure it.

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You have to measure it. But
it's just that a measurement, it's not

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a goal, you know, Peter
Drucker once said, profit is not the

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purpose of a business, it's the
test of its validity. Oh I like

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that one step deeper. A sales
quota is not the purpose of a sales

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force. It is the test of
their effectiveness. And when you are connecting

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with customers well, when you are
engaging in an impact, value driven conversation,

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provided your products and your pricing are
on par with the rest, you

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will hit that quota as a result. Okay, I got to bring two

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things home here. I do want
you to talk about, you know,

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really what is a noble sales purpose. But before you do that, I

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want to share with our listeners and
viewers kind of what you were just talking

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about. And a couple of years
ago, I spent a couple of years

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working for another management consulting firm called
Insignium, which is co founded by Nathan

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Rosenberg and Schida Beta. And Nathan
used to always tell us, he would

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say, if you want to make
a difference in the world, you need

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to be a good salesperson. And
I always appreciated that. But it's so

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true, right, I mean,
if you really do want to be able

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to exercise your cause and contribute your
talents and your passion. You have to

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find an audience to serve, and
the way you generally do that is through

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a sales capacity. Having said that, tell us more in presence for us

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about what is noble sales purpose.
A noble sales purpose is the difference you

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are trying to make in the world. It's a shared common goal that binds

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a sales team and a sales organization
together. So a lot of times we

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get confused around a why, sort
of a personal motivation and a noble sales

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purpose. A noble sales purpose is
shared, it's proven in your customer testimonials,

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it's long lasting. It's not based
on a product or a specific specorating

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a price. It's the end game
that you are pointing yourself, your sales

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team, and your entire organization towards
on behalf of the customers you serve,

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and you use that purpose to not
only rally your team, use it to

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innovate, use it to connect with
customers, and use it as a differentiator

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in the marketplace. So it is
a series of words that go far beyond

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a tagline. Beautifully set Elizabeth,
your delight and glad to have you.

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Let'scribe our first break. I'm your
host, doctor release Cortes. We run

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here with Elizabeth Lotato, who is
a consultant, researcher, and co author

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of Selling with Noble Purpose, How
to Drive revenue and do work that makes

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You Proud. She is VP of
Services at a sales and leadership consultancy called

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Macloud and More and leads sales transformation
indians for clients like Oracle, g Adventures

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and Feiser. She joined today from
Atlanta, Georgia. We've been talking a

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bit about the beginnings of her book. Afterwards, we're going to talk more

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about the application. Stay with us. We'll be right back. Doctor Elise

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Cortes is a management consultant specializing in
meaning and purpose and inspirational speaker and author.

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She helps companies visioneer for greater purpose
among stakeholders and develop purpose inspired leadership

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and meaning infused cultures that elevate fulfillment, performance, and commitment within the workforce.

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To learn more or to invite Elise
to speak to your organization, please

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visit her at Elisecortes dot com.
Let's talk about how to get your employees

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working on purpose. This is working
on Purpose with doctor Elise Cortes to reach

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our program today or open a conversation
with Elise. Send an email to Elise

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ali Se at elisecortes dot com.
Now back to working on Purpose. Thanks

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for staying with us, and welcome
back to working on Purpose. If you're

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just tuning in. My guest is
Elizabeth Litardo. She is a consultant,

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researcher, and co author of Selling
with Noble Purpose, How to Drive Revenue

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and Do Work that makes You Proud. She's also a popular LinkedIn learning author,

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and her work has been featured in
The Wall Street Journal and NPR.

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I'm your host, doctor Elise Cortes. Okay, so for this next segment

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here, Elizabeth, I wanted to
get a little bit more granular and ways

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to be able to apply this.
We've been talking conceptually. Now let's bring

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it into the world of operations.
And So the first thing that you that

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really caught my eye is somebody you
is kind of a geek in the world

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of learning, emotional development, etc. Is you talk about how a noble

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sales purpose can change your brain?
Tell us how so I join you in

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being a geek about these things,
and I so enploy the research for selling

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with Noble Purpose, especially from a
neurological perspective. You know, we hear

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a lot about dopamine in our current
society and an addiction to dopamine, and

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nowhere is that more present than in
a sales team. We get addicted to

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the high of the clothes, we
get addicted to winning short term awards.

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And what we found in the research
of selling with noble purpose is that sarahtonin

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is actually a more effective brain chemical
for a sales team to come into and

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saratonin, unlike dopamine, is long
lasting. It's associated with making an impact

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on people with loving relationships, with
gratitude, and what sarahtonin will do that

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dopamine will not is guide salespeople through
a tough time, through a loss sale,

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through a competitive threat, in a
way that doesn't leave them feeling burnt

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out. So while especially now in
a pandemic and an economic fallout, we're

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relying on that deep belief that we
make a difference, that our work matters,

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and that these short term things are
only that they're short term and they

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are not deterrence from that noble impact
we want to make. So I think

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there's an important distinction in this brain
chemical, you know, feel good lump

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between the two, and leaders particularly
have to be very conscious of which one

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they're tapping into. That is so
yumy, Elizabeth. I'm going to add

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one more thing to that from my
perspective, and that's this notion of limbic

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resonance, and so meaning is registered
in the limbic brain alongside memories and emotions.

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The reason meaning works is because it's
anchored in emotion, right, And

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so where you can experience that limbic
resonance is when you can actually notice a

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team connected, whether it's a sales
connected to the client or the customer,

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or the sales team can to each
other. You can actually you can feel

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that connection and it's because of the
olympic resonance. How cool is that?

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That is super cool? You know. That reminds me of some research from

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Paul Zach who's a neuroscientist. I'm
not sure if you're familiar with the work.

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He studied the difference in biological response
to an emotionally engaging narrative versus flat

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narrative, so a narrative about people
and their feelings and the impact versus you

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know, kind of a spreadsheet style
talk. And what he found was that

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those people who were who were exposed
and emotionally engaging narrative had greater oxytocin in

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their blood, and they were more
likely to take post narrative action. They

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were more likely to change. You
translate that to sales capacity. The ability

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to ignite someone's frontal lobes to make
an emotional connection translates to them taking action

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in a way that a flat narrative
on products on specs simply does not.

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Yeah, and just numbers, show
me the numbers. Yeah, love,

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Isn't this a fun conversation, don't
you? Guys? Okay, So the

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next thing I want to talk with
you about, and I do this in

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my book as well, But you
distinguish beautifully passion and purpose. How so

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how do you do it? So
this research came to us from Chip and

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Dan Heath and their book called Moments, and what they highlighted was that passion

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and purpose, while often talked about
interchangeably, are two very different things,

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and they studied performance as it relates
to both, and not surprisingly, the

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people with passion and purpose were the
top performers and the people with neither were

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the bottom performers. But here's where
it gets interesting. The people with purpose

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but no passion outperformed the people with
passion and no purpose. So why is

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that The research tells us that passion
is more likely to fade over time,

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So much like a dopamine hit.
Passion is when you're excited, when when

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you're pushing forward, when things are
going well and you want to make big

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change. When you get set back, that passion tends to wane. Versus

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if you have purpose, a belief
that your work makes an impact on other

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people, that your work is necessary, and that people are counting on you,

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much like you felt in your IT
sales role, you're more likely to

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push through. Another distinction that they
made was that passion as individual it's what

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excites you about a project, be
it talking with customers, making presentations and

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whatever that is. And purpose is
more likely to be shared. So we're

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all bringing our unique talents to this
noble cause that we're all in this together

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on that's beautiful and I completely concur
with that. And the way that you

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did your book is just crisp and
so is that. So thank you and

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I do appreciate too. Just like
you said, too many people actually string

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together passion and purpose and meaning and
purpose and they're all distinct. Okay,

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So the next thing I want to
talk about here is you also distinguish between

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organizations that have a purpose statement and
actually being purpose driven a purpose driven place

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to work. Of course I know
that too, and I'll chime in,

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but help us understand the difference.
Yeah, I'm sure you've seen the difference

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in your research. I think as
purpose becomes a hotter topic, a lot

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of organizations have rush to put words
on a plaque before they've rushed to create

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an actual purpose driven culture. So
much like values can be on a plaque

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or actually lived, purpose is the
same. And there's a famous example that

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we cite of. You know,
it doesn't matter what you put in the

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marble on your lobby and Ron had
integrity Excht and Stone and their lobby,

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and we all know how that one
worked out, right. What matters is

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that that purpose statement points people towards
customers in every aspect of the organization,

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from your sales team, to your
product team, to your customer service team,

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to even HR and accounting internal functions. So I think the difference between

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having a purpose statement, which let's
be clear, is a great start in

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most of the time, better than
nothing and being purpose driven is making sure

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that statement, the aspiration you have
is showing up in daily behavior. Is

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it the basis of customer conversations?
Is it the lens in which we evate?

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Is it connected to the way we
talk to each other? So much

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like you know you can slap the
slogan on a T shirt, you do

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the same thing with a purpose statement, But actually activating it through the organization

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is where you start to reap the
financial reward and then emotional engagement reward.

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Beautiful. Okay, So now here's
where I want to I want to layer

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in some distinction for me. So
the reason I brought up the IT staffing

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sales role twenty years ago is because
that was when I was a pure salesperson.

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They obviously I still sell because I
own my company to companies and I

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do sell those services, but I
also innovate, I also deliver the work,

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et cetera. So I don't see
I'm not one hundred percent salesperson.

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That's why I went back to that
other example. But to your point,

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what has been so fun is to
be able to work with organizations to help

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them articulate their purpose because a lot
of times it's in the air, but

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they haven't distinguished the words that go
with it, and therefore it's to your

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word before, it's fuzzy and it's
not affective, right, So I really

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appreciate getting to do that kind of
work, and I know you guys do

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something similar, But it's like magical
when founders of companies can get present to

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their own purpose and they get moved
to tears like yes, this is what

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we do in the world. And
I get to be the person that catches

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those words and helps them put them
put them into being in the organization.

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So I could not miss us talking
about this because it's so important. Absolutely,

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and I'm sure you've seen in your
work that a lot of times purpose

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is truly present without the statement,
like you said, and that happens a

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lot in smaller organizations, especially when
the founder is really dialed into the daily

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operations right on. They keep that
spirit alive, but unfortunately it's not scalable,

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which is the challenge a lot of
our clients run into, and you

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have to put words to it in
order for that feeling to cascade beyond fifty

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or so people. Yeah, and
then inculcated in threaded through your operational practices,

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which where it gets really fun.
Right, I've had so many I

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have to get this t shirt out
that that I did with the company.

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But anyway, before we do any
of that, what I want to talk

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about, And I love how you
say this, Elizabeth, it's so great

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you talk about managers being the frontline
belief builders. That is so spot on

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rights saying more about that. So
managers being belief builders came from a client

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project, actually, and we were
talking about different ways to infuse purpose into

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the business, and we talked about
doing webinars on purpose, sending people to

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training to connect with the purpose of
their role, doing marketing programs about purpose,

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all of these things, and what
it really came down to was people

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interact with their manager more than they
interact with HR, more than they will

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go to training, more than they
will hear from the CEO at a town

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hall, and the manager's ability to
connect the functional task of that department and

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that person specifically to a higher,
more noble purpose is what makes or breaks

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a purpose driven culture. And there's
some research out of KPMG that cited that

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if a manager is consistently talking about
the meaning of the work with their employee,

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that employee is three times more likely
to stay. And you know from

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your experience and staffic that's expensive is
huge cost saving an organization if they can

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cut down the expense of retention and
of replacing people. So I think as

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as organizations work towards purpose driven culture, the single most important element from my

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perspective is that front line manager.
So I wanted to echo a couple of

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points there. One is the importance
of reiterating the importance and meaning of a

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person's work, because a lot of
times, you know, in the every

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day, you get lost in I
just have to get through this stack of

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papers, right, That's what I
do, right, you know, and

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so we lose the focus of why
it is that we're doing that, and

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then it becomes a drag and and
it's something that we have to get ourselves

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through. And so a lot of
what I say in my speaking and in

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my book and my consulting is the
importance of leaders and frontline managers being belief

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builders as you call them, believing
in the importance helping their team members understand

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the importance of their work and the
job that they're actually doing. And so

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one of the things that I appreciate
is you know when And so what I

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always say is, you've got to
be a good storyteller, right as a

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leader, You've got to be able
to help people understand the story of their

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contribution to the organization and why it's
important and why you appreciate it. And

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I know you sort of said this
before too, but being able to distinguish

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in the opening story, why does
a company exist? What are their products

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and services actually exist? And I
do know that there's a company called Striker

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here that does this really well.
They bring in patients who have benefited from

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their medical devices so that their employees
can see and always be connected to this

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is why we do what we do, right, So there's an ongoing mechanism

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to remind them of how important their
work is. Like your early example was

408
00:28:41.079 --> 00:28:45.559
those kind of things are so important. They absolutely are. And I want

409
00:28:45.559 --> 00:28:51.839
to make the distinction that this philosophy
of having this deeply seated noble purpose extends

410
00:28:51.880 --> 00:28:56.680
far beyond medical You know, obviously
absolutely our appreciative particularly in this time of

411
00:28:56.680 --> 00:29:00.559
our friends in healthcare. But we
have a client called Support, who is

412
00:29:00.599 --> 00:29:04.400
a foundation repair company who brings in
people just like that company Striker does,

413
00:29:04.440 --> 00:29:08.680
who talk about we were so worried
about our house. Now we have this

414
00:29:08.799 --> 00:29:14.200
peace of mind that we can raise
our family here without foundation problems. We

415
00:29:14.400 --> 00:29:18.240
you know, we're dreading every time
it rained because our basement flooded and we

416
00:29:18.319 --> 00:29:21.599
had mildew, and now we don't
we know the homeless safe for our children

417
00:29:21.640 --> 00:29:26.640
with asthma. It's really shocking once
you get beyond the daily logistics and the

418
00:29:26.680 --> 00:29:30.680
to dos of a business, the
huge ripple effect that it has on people,

419
00:29:30.720 --> 00:29:34.559
because for business to exist with any
type of success, you have to

420
00:29:34.599 --> 00:29:40.160
be making a positive impact on customers, and so often those stories are lost

421
00:29:40.160 --> 00:29:44.000
in a to do list. You
are just brilliant, Elizabeth. I love

422
00:29:44.000 --> 00:29:47.240
your heart, I love your mind. It's just beautiful. So thank you.

423
00:29:47.559 --> 00:29:49.160
I'm with it, like I said, a kindred spirit in this purpose

424
00:29:49.200 --> 00:29:52.559
space. You are you are,
You're a good company, and it's just

425
00:29:52.680 --> 00:29:56.599
us. No one else is listening, all right. So I want to

426
00:29:56.599 --> 00:30:00.680
talk a little bit about leadership here
because I think this is so important,

427
00:30:00.680 --> 00:30:04.200
and you distinguish that. Great sales
leaders ask their team how will this customer

428
00:30:04.319 --> 00:30:07.480
be different as a result of doing
business with us? Instead of you know,

429
00:30:07.559 --> 00:30:10.839
what have you done for me lately? What's the number, Yeah,

430
00:30:11.079 --> 00:30:15.039
say more about about how to distinguish
a great sales leader? So will I

431
00:30:15.039 --> 00:30:18.559
will put an asterisk on that statement
with they ask it in addition to what

432
00:30:18.640 --> 00:30:23.880
are the numbers? And are pipeline
actually there? But that question, how

433
00:30:23.920 --> 00:30:27.599
will the customer be different as a
result of doing business with us? Is

434
00:30:27.640 --> 00:30:32.480
the essence of noble purpose. And
we call it the game changing question because

435
00:30:32.519 --> 00:30:36.359
it changes the game in a couple
of different ways. One, it prompts

436
00:30:36.400 --> 00:30:40.799
the salesperson to dig deeper from a
discovery perspective. If you know you have

437
00:30:40.839 --> 00:30:44.519
to answer that question, share manager, you are more likely to have engaging

438
00:30:44.519 --> 00:30:48.720
in thoughtful discovery conversations than you are
to picture your little pitch deck. And

439
00:30:48.799 --> 00:30:53.359
the second way it changes things is
for the seller, they have an emotional

440
00:30:53.400 --> 00:30:59.519
experience of even hearing themselves articulate the
difference they can make in these lives in

441
00:30:59.559 --> 00:31:03.480
businesses, instead of hearing you're doing
a great job, this work is important

442
00:31:03.519 --> 00:31:07.400
from their manager. When the manager
asks that question, it gives the seller

443
00:31:07.440 --> 00:31:11.880
the opportunity to speak that into existence
as well, and that's where they really

444
00:31:11.920 --> 00:31:14.799
start to own it. So if
you can't answer that question, how will

445
00:31:14.839 --> 00:31:17.880
the customer be different. As a
result of doing business with us, you

446
00:31:17.920 --> 00:31:21.599
are likely undifferentiated and the pitch you
are about to give, and you don't

447
00:31:21.599 --> 00:31:26.359
have enough information to go forward,
and you're probably not as fully engaged and

448
00:31:26.480 --> 00:31:30.680
present with your heart as you could
be. As saying that question changes both

449
00:31:30.720 --> 00:31:33.599
of those. Yeah, and so
that kind of strike that gets me to

450
00:31:33.680 --> 00:31:37.279
the space of, you know,
whatever you're doing in the world of work,

451
00:31:37.400 --> 00:31:38.799
right, I always have the phrase, if you're not going to share

452
00:31:38.799 --> 00:31:42.759
your soul with me, don't waste
my time. And so that question opens

453
00:31:42.799 --> 00:31:47.599
the possibility that you're really going to
get into the real, intimate, meaningful

454
00:31:47.640 --> 00:31:49.160
world of the person that you're wanting
to work with. And I think that

455
00:31:49.279 --> 00:31:53.039
is stunningly beautiful. What a simple
question to ask. It is such a

456
00:31:53.079 --> 00:31:57.039
simple question to ask, but it's
one that's so easy to forget when you're

457
00:31:57.079 --> 00:32:00.079
worried about who are the decision makers, who are the competitive threats, what's

458
00:32:00.119 --> 00:32:04.400
the pricing strategy? Are we going
to purchasing or not? Like all these

459
00:32:04.440 --> 00:32:08.799
things contribute to this whirlwind of activity
in a sales perspective. But when you

460
00:32:08.880 --> 00:32:15.519
can put that on pause for literally
ninety seconds and lean into this game changing

461
00:32:15.640 --> 00:32:19.279
question, you truly flip what's going
on not only in your own mind you

462
00:32:19.400 --> 00:32:22.319
become more engaged, but what's going
on in the mind of your customer,

463
00:32:22.359 --> 00:32:25.160
because your ability to articulate that value
is what's going to make or break the

464
00:32:25.200 --> 00:32:30.319
deal. Not a pitch deck.
Beautiful Lisabeth, let's grab our last break.

465
00:32:30.559 --> 00:32:32.519
I'm doctor Leez Cortes, your host. We've been there with Elizabeth Lotado,

466
00:32:32.599 --> 00:32:37.119
who is a consultant, researcher,
co author of Selling with Noble Purpose

467
00:32:37.319 --> 00:32:39.680
at a Drive revenue and do work
that makes you proud, choose VP of

468
00:32:39.720 --> 00:32:45.079
Services at the sales and sales leadership
consultancy called McCloud and more, and leads

469
00:32:45.119 --> 00:32:49.799
sales transformation initiatives for clients like Oracle, g Adventures and Pfiser. She joined

470
00:32:49.839 --> 00:32:52.480
today from Atlanta, Georgia. Stay
with us, We'll be right back.

471
00:32:52.440 --> 00:32:59.359
Doctor release Cortes as a management consultant
specializing in meaning and purpose. An inspirational

472
00:32:59.400 --> 00:33:04.759
speaker and all author. She helps
companies visioneer for greater purpose among stakeholders and

473
00:33:04.799 --> 00:33:10.720
develop purpose inspired leadership and meaning infused
cultures that elevate fulfillment, performance, and

474
00:33:10.839 --> 00:33:15.480
commitment within the workforce. To learn
more or to invite Elise to speak to

475
00:33:15.519 --> 00:33:21.480
your organization, please visit her at
elisecortes dot com. Let's talk about how

476
00:33:21.480 --> 00:33:31.839
to get your employees working on purpose. This is working on Purpose with doctor

477
00:33:31.880 --> 00:33:37.480
Elise Cortes. To reach our program
today or open a conversation with Alise,

478
00:33:37.839 --> 00:33:45.680
send an email to Aleise Alise at
elisecortes dot com. Now back to working

479
00:33:45.720 --> 00:33:53.000
on Purpose. Thanks for staying with
us, and welcome back to working on

480
00:33:53.039 --> 00:33:57.039
Purpose. If you're just tuning in
now. My guest is Elizabeth Lotardo,

481
00:33:57.079 --> 00:34:00.680
who is a consultant, researcher and
co author of the book called with Noble

482
00:34:00.720 --> 00:34:04.640
Purpose, How to drive revenue and
do that and do work that makes you

483
00:34:04.720 --> 00:34:07.960
proud. She is also a popular
LinkedIn learning author and has her work has

484
00:34:08.000 --> 00:34:12.280
been featured in the Wall Street Journal
and NPR. That's awesome. I'm your

485
00:34:12.320 --> 00:34:15.320
host, doctor Elise Cortes. Okay, so Elizabeth, this next question I

486
00:34:15.320 --> 00:34:19.119
wanted to talk about. This is
so interesting because I know that their listeners

487
00:34:19.119 --> 00:34:21.679
and viewers out there right now,
who are going this all sounds really amazing,

488
00:34:21.760 --> 00:34:23.679
But we don't do that at my
organization. This is my manager would

489
00:34:23.719 --> 00:34:27.719
never go for this, right,
That's not who he or she is.

490
00:34:27.760 --> 00:34:30.360
And so my question to you is, how can individuals tap into a greater

491
00:34:30.440 --> 00:34:34.880
sense of purpose at work even if
their manager or company isn't so inclined.

492
00:34:35.760 --> 00:34:38.639
You know, I'll tell you my
manager won't go for This is something we

493
00:34:38.760 --> 00:34:44.159
hear all the time, all the
time, and I'm sure you hear it

494
00:34:44.239 --> 00:34:46.199
too. And what I'll say to
that is, you don't know what's in

495
00:34:46.239 --> 00:34:52.159
people's hearts unless they tell you.
A lot of times managers are surprised to

496
00:34:52.280 --> 00:34:54.920
find that they do want meeting and
purpose at work. We all do,

497
00:34:55.400 --> 00:34:59.119
and that the cadence of what's your
number, what's your number, what's your

498
00:34:59.159 --> 00:35:01.800
number, is not what's in their
hearts what's coming down on them and they're

499
00:35:01.840 --> 00:35:07.119
being a funnel, not a filter
on that metric. But what I will

500
00:35:07.119 --> 00:35:08.920
say is that you have to be
the change you want to see in your

501
00:35:08.960 --> 00:35:13.800
sales culture. So if you are
experiencing a transactional culture, you are the

502
00:35:13.840 --> 00:35:15.960
person to change it, no matter
what capacity you are in, no matter

503
00:35:16.000 --> 00:35:20.800
what authority you have, And the
way you can change it is by talking

504
00:35:20.840 --> 00:35:24.559
about what we've talked about here customers
on a daily basis, talking about the

505
00:35:24.719 --> 00:35:29.639
impact your solutions are having on the
people that you serve, and that is

506
00:35:29.760 --> 00:35:32.519
so far beyond oh well they have
our product or they have it staff.

507
00:35:32.559 --> 00:35:37.840
Now keep asking yourself and then what, and then what, and then what,

508
00:35:37.239 --> 00:35:40.280
and you will start to get to
that huge ripple that you have on

509
00:35:40.320 --> 00:35:45.840
the world. And when you are
an individual contributor, no one is stopping

510
00:35:45.840 --> 00:35:47.760
you from having those conversations. Of
course, you're going to have to answer

511
00:35:47.760 --> 00:35:52.719
the numbers conversations. Of course you're
going to have pipeline reviews with your boss.

512
00:35:52.039 --> 00:35:57.079
But your ability to share stories with
your peers, your ability to share

513
00:35:57.079 --> 00:36:00.280
stories with your boss and with your
customers will start to shift the tide to

514
00:36:00.320 --> 00:36:06.719
make a more emotionally engage in culture. You know, I apparently you know

515
00:36:06.840 --> 00:36:08.360
speaking in stereo because I say a
lot of that same thing in my book

516
00:36:08.400 --> 00:36:12.159
as well. The whole even down
to the notion of being the ripple affection.

517
00:36:12.239 --> 00:36:15.039
So listeners and viewers, I just
really want to encourage you to listen

518
00:36:15.079 --> 00:36:17.159
to what she just said, because
wherever you are in the organization, you

519
00:36:17.159 --> 00:36:21.639
can make a profound difference and how
it is or how it's operate, how

520
00:36:21.719 --> 00:36:23.800
it runs its operations, how it
conducts its sales, how it touches its

521
00:36:23.800 --> 00:36:28.599
customers. You have the ability to
make that profound difference and that impact and

522
00:36:28.599 --> 00:36:30.360
that influence, and we want you
to do that. The world needs it.

523
00:36:30.440 --> 00:36:35.119
So whatever wherever you are in the
organization, you can make that difference,

524
00:36:35.159 --> 00:36:38.239
so beautifully said Elizabeth. All right, so now I have to get

525
00:36:38.320 --> 00:36:42.000
us too. I love what you
said in your book. You talk about

526
00:36:42.000 --> 00:36:46.320
the dirty little secrets of sales training. Do tell the dirty little secret about

527
00:36:46.320 --> 00:36:51.519
sales training? Yeah, the dirty
little secret about sales training is not so

528
00:36:51.599 --> 00:36:53.840
much of a secret for anyone in
learning and development. It's that it doesn't

529
00:36:53.880 --> 00:36:59.760
stick. We go into the classroom, we spend days practicing new sales skills,

530
00:37:00.159 --> 00:37:02.440
work with acronyms and call models,
and we all vow we're going to

531
00:37:02.519 --> 00:37:07.320
focus on the customer more, and
then seventy two hours later, it's almost

532
00:37:07.360 --> 00:37:12.800
like we never went And the reason
that is is that those skills did not

533
00:37:13.039 --> 00:37:16.679
change the north star of the organization. If the north star of the organization

534
00:37:16.960 --> 00:37:22.920
is still the clothes and the quota
and to hit that quarterly number, those

535
00:37:22.960 --> 00:37:27.159
skills are going to get washed away
and we'll go back to our own habits.

536
00:37:27.639 --> 00:37:30.760
So in order for sales training to
be effective, it has to be

537
00:37:31.000 --> 00:37:37.400
towards the north star of making a
difference to customers, because then those new

538
00:37:37.440 --> 00:37:42.119
skills, those new philosophy are in
the service of something other than this random

539
00:37:42.239 --> 00:37:45.199
number that got assigned to us by
eight layers up. So when you're focused

540
00:37:45.239 --> 00:37:49.760
on your customer and the difference you
want to make, you are more likely

541
00:37:49.880 --> 00:37:52.679
to not only pay attention in sales
training, you are more likely to practice

542
00:37:52.679 --> 00:37:58.480
and stick with those skills long after
you leave. H ooh, So that

543
00:37:58.719 --> 00:38:00.440
we're going to build on that,
I think in the next question. So

544
00:38:01.679 --> 00:38:05.000
before I say it, before I
I love the question to you, I

545
00:38:05.000 --> 00:38:07.800
want to I want to position this
so I have something else that I write

546
00:38:07.840 --> 00:38:09.840
about in my book and that and
that is that very awful When it went

547
00:38:09.880 --> 00:38:13.599
I'm out speaking to audiences, Elizabeth, I talk about you know, what

548
00:38:13.599 --> 00:38:15.639
will you do with your one precious
life? And they're like, well,

549
00:38:15.679 --> 00:38:19.199
you know, I've got these ideas, and but you know, I'm okay

550
00:38:19.199 --> 00:38:23.800
where I'm at now, and I
hear the telltale sign of they're giving up

551
00:38:23.800 --> 00:38:28.119
on their dreams. Essentially they've consented
to where they are, and so they're

552
00:38:28.199 --> 00:38:30.800
that that ambition is you know,
really waned. And so I was really

553
00:38:30.800 --> 00:38:35.280
intrigued. When you talk in your
book about how purpose can help sales teams

554
00:38:35.320 --> 00:38:39.880
set in a cheap ambitious targets,
say more about that. So when you

555
00:38:39.920 --> 00:38:44.039
want to make a big difference in
the world and you are calibrated to a

556
00:38:44.119 --> 00:38:49.960
noble sales purpose, you are motivated
to make some real change. And instead

557
00:38:49.960 --> 00:38:52.960
of pushing back on your numbers things
too big two ball, they can't ever

558
00:38:52.000 --> 00:38:54.320
do that. I'm not gonna be
able to get those those customers over the

559
00:38:54.320 --> 00:39:00.159
line. You are instead focus on
setting ambitious goals because they feel exciting and

560
00:39:00.199 --> 00:39:06.239
they feel purposeful instead of feeling like
a grind. So I think when people

561
00:39:06.719 --> 00:39:10.679
long for meaning at work, there's
just an assumption that you have to be

562
00:39:10.719 --> 00:39:15.199
feeding the poor, or you have
to be, you know, saving lives

563
00:39:15.199 --> 00:39:17.880
in the er, and that the
rest of us have succumbed to corporate life

564
00:39:17.920 --> 00:39:22.840
and aren't worthy of such a feeling, and that is just not the truth.

565
00:39:22.400 --> 00:39:27.679
Having a purpose driven career doesn't mean
that every day is sunshine and rainbows.

566
00:39:27.920 --> 00:39:30.599
It doesn't mean that everyone you know
gives you a noble peace prize.

567
00:39:30.840 --> 00:39:35.880
Having a purposeful career is about making
a difference in the lives and businesses of

568
00:39:35.920 --> 00:39:38.519
the people you serve, and in
most roles, you have the capacity to

569
00:39:38.639 --> 00:39:44.280
view your job as exactly that because
it is. And when you choose to

570
00:39:44.400 --> 00:39:47.039
trace through that ripple effect, it
choose to see this to do list in

571
00:39:47.079 --> 00:39:52.559
the context of the impact it's having
on your world, your entire eat.

572
00:39:52.599 --> 00:39:54.840
Those changes, and your job doesn't
change at all. It's the same thing.

573
00:39:55.320 --> 00:40:00.039
You just view it really differently,
Oh, Elizabeth, so really quick.

574
00:40:00.400 --> 00:40:04.400
I did research on meeting in work
and identity, and I found these

575
00:40:04.440 --> 00:40:07.039
fifteen modes of engagement, And you're
right. What I learned is so much

576
00:40:07.039 --> 00:40:10.960
of the way people experience meaning and
the work comes from the way they view

577
00:40:12.000 --> 00:40:14.280
it. Nobody tapped him on the
shoulder and said, hey, it's like

578
00:40:14.360 --> 00:40:15.800
this. No, they came up
with that view right, and they could

579
00:40:15.800 --> 00:40:19.559
be doing the exact same work,
the exact In fact, I had one

580
00:40:19.599 --> 00:40:22.960
where the gentleman was an existential crisis
one of the modes. When I interviewed

581
00:40:23.000 --> 00:40:27.199
him five months later, when I
come back around to share the research and

582
00:40:27.239 --> 00:40:29.400
I asked, you know, how
are you it has anything changed? He

583
00:40:29.440 --> 00:40:31.400
goes, good news. I'm all
the way up to conflicted fit now and

584
00:40:31.599 --> 00:40:37.039
my mode and I said, what's
different? He said, just the way

585
00:40:37.079 --> 00:40:38.400
I'm looking at this. He said, I have the same crappy boss.

586
00:40:38.719 --> 00:40:43.760
I have the same crappy hours.
I still have to walk on eggshells around

587
00:40:43.760 --> 00:40:45.639
my boss. The only difference is
now I see my work allows me to

588
00:40:45.639 --> 00:40:50.800
send my kids to college, and
my kids are proud of where I work.

589
00:40:51.119 --> 00:40:53.480
I opened the conversation with my wife
about how miserable I was, and

590
00:40:53.480 --> 00:40:57.119
now I have her support. So
you know, it's you're so right.

591
00:40:57.159 --> 00:40:59.760
This is so important. So if
we can empower our listeners and viewers to

592
00:40:59.760 --> 00:41:04.000
see that they have the capacity to
change their experience of work just on how

593
00:41:04.000 --> 00:41:07.320
they see it, We've done something
today. Absolutely, and that's what I

594
00:41:07.320 --> 00:41:10.000
would say to everyone. You do
have to be the change you want to

595
00:41:10.039 --> 00:41:14.960
see. And I know we touched
on millennials earlier in how they get a

596
00:41:15.000 --> 00:41:19.440
bad wrap for wanting this sunshine and
rainbow workplace, and I would say that

597
00:41:19.480 --> 00:41:22.320
while we certainly have research to prove
that a culture driven by purpose is a

598
00:41:22.320 --> 00:41:27.119
culture that's going to attack to retain, engage better talents, going to be

599
00:41:27.159 --> 00:41:30.440
a culture that innovates and retains customers, the power is in the hands of

600
00:41:30.519 --> 00:41:34.880
the people who work there. We
talk about culture as this abstract thing,

601
00:41:35.239 --> 00:41:37.320
as if it's not the sum of
all the people in the business. So

602
00:41:37.480 --> 00:41:42.000
if you are a person who is
feeling like you want a more meaningful,

603
00:41:42.360 --> 00:41:46.519
fulfilling, purpose driven job, give
that to yourself. That's so beautiful,

604
00:41:46.519 --> 00:41:50.960
What a great gift. I'll take
that all day long. And by the

605
00:41:50.960 --> 00:41:53.679
way, I'm the best boss I've
ever had in my life, so I

606
00:41:53.719 --> 00:41:59.360
do that for myself. So,
speaking of culture, we talked a little

607
00:41:59.360 --> 00:42:02.039
bit about that be for I wanted
to make sure that our listeners walk away

608
00:42:02.039 --> 00:42:06.320
with something that they can maybe go
right back to work with and put into

609
00:42:06.320 --> 00:42:08.920
practice. So share a few of
your thoughts or ideas or maybe things that

610
00:42:08.920 --> 00:42:15.079
you've seen your clients do that help
them inculcate purpose into their culture. The

611
00:42:15.079 --> 00:42:19.519
first is to ask that game changing
question, how is the customer different as

612
00:42:19.559 --> 00:42:22.400
a result of doing business with you? We spoke about it from a sales

613
00:42:22.440 --> 00:42:28.599
perspective, and particularly in a sales
manager a salesperson interaction. That question can

614
00:42:28.639 --> 00:42:32.159
sit at the heart of any department. How is the customer different as a

615
00:42:32.199 --> 00:42:37.320
result of your work? And really
push yourself to keep asking, and then

616
00:42:37.400 --> 00:42:39.519
what and then what? And then
what and you will be amazed what you

617
00:42:39.639 --> 00:42:43.880
find. And you take that story, what you found in that big ripple,

618
00:42:43.960 --> 00:42:46.199
and you share it with people.
And I have heard from so many

619
00:42:46.239 --> 00:42:51.719
people that they felt so alone in
this quest for meaning and purpose, but

620
00:42:51.840 --> 00:42:55.400
when they started talking about that,
they were met with great enthusiasm. Wanting

621
00:42:55.440 --> 00:42:59.320
to make a difference and wanting to
do it with people we care about is

622
00:42:59.360 --> 00:43:04.039
a human need that crosses all of
us. And we have been lied to

623
00:43:04.199 --> 00:43:07.559
that it doesn't matter at work,
and that those feelings are reserved for our

624
00:43:07.599 --> 00:43:12.480
families and for our our afterwork activities. But when you start bringing that story

625
00:43:12.519 --> 00:43:15.519
into the workplace and you start putting
the difference you're making at the front and

626
00:43:15.599 --> 00:43:20.920
center of those conversations, the tide
will move with you, because that's naturally

627
00:43:20.960 --> 00:43:24.119
what we're drawn to. Beautiful,
And I also like to I like to

628
00:43:24.239 --> 00:43:30.480
encourage companies and leaders to even just
start meetings with just set aside three to

629
00:43:30.519 --> 00:43:34.280
five minutes and let people open with
can I share something that I'm really proud

630
00:43:34.280 --> 00:43:37.119
of that I got to do at
work? Or can I brag on Elizabeth

631
00:43:37.119 --> 00:43:40.000
what she did with the client last
week? Because it presences why what we're

632
00:43:40.000 --> 00:43:44.039
doing is important. And it also
that what it does is as taps into

633
00:43:44.039 --> 00:43:46.559
that limbic residence we were talking about
before as well. These are such little

634
00:43:46.559 --> 00:43:50.480
things people can do to add to
this, and it doesn't take any money.

635
00:43:50.679 --> 00:43:53.280
It takes very little time, and
it lifts the tide so much and

636
00:43:53.320 --> 00:43:59.880
you will get so much more time
and energy and money back when you learn

637
00:44:00.039 --> 00:44:04.599
doing it. So I had the
privilege last week of having Bob Chapman on

638
00:44:04.599 --> 00:44:07.239
my radio show. He is the
CEO and chairman of the board of a

639
00:44:07.280 --> 00:44:13.000
company called Barry Way Miller and they're
all about truly human leadership, and he

640
00:44:13.079 --> 00:44:16.400
talks about the importance of a leader
is to steward the lives of the people

641
00:44:16.400 --> 00:44:20.840
who work for them, and in
a way that you were looking at them

642
00:44:20.920 --> 00:44:24.159
as someone's precious child and you were
stewarding that life. And so if you

643
00:44:24.239 --> 00:44:29.320
look at that as that, you're
going to impact that person's life, and

644
00:44:29.320 --> 00:44:31.760
then they're going to go home to
their significant other and their children and their

645
00:44:31.760 --> 00:44:35.440
pets, and they're going to treat
them accordingly to how they spent their day.

646
00:44:35.719 --> 00:44:37.679
It's going to wash into their community. So back to your word,

647
00:44:37.760 --> 00:44:42.039
Ripple, think about if you can
improve the experience of people's lives. That

648
00:44:42.159 --> 00:44:45.960
work you improve everything about the way
they interact with the world. That was

649
00:44:46.079 --> 00:44:51.639
worth working on, absolutely and you
know, to clothes I'll share this story

650
00:44:52.159 --> 00:44:57.079
of this research. I should say
there was research done on the best days

651
00:44:57.079 --> 00:45:00.960
of people's lives. And what this
research team did was they study terminally ill

652
00:45:00.039 --> 00:45:05.960
cancer patients and they ask them what
are the transformative days? What are the

653
00:45:06.000 --> 00:45:08.079
days you remember most of the days
you would love to live again? And

654
00:45:08.159 --> 00:45:12.559
of course the first ones were my
wedding, the birth of my children,

655
00:45:13.079 --> 00:45:16.480
things like that. But beyond the
what we think of as classic peak moments,

656
00:45:17.239 --> 00:45:22.519
people had great times at work.
It was doing work they cared about,

657
00:45:22.639 --> 00:45:25.559
with people that they cared about,
work that they knew made an impact.

658
00:45:25.800 --> 00:45:30.760
We spend the majority of our waking
hours at our job, and that

659
00:45:30.800 --> 00:45:34.800
doesn't have to be a depressing thought. It can be an inspiring thought because

660
00:45:34.840 --> 00:45:37.960
you have a tremendous amount of time
to make a difference on the world around

661
00:45:38.039 --> 00:45:43.400
you, and your ability to connect
your daily to do list to that difference

662
00:45:43.760 --> 00:45:46.559
is what's going to determine ultimately whether
you are one of those people who looks

663
00:45:46.599 --> 00:45:52.480
back on your life and is proud
of the work that you did. Of

664
00:45:52.519 --> 00:45:54.480
course, you know that resonates with
me all over the place, right in

665
00:45:54.719 --> 00:45:58.320
every way, And I want to
come back at this point really quick and

666
00:45:58.360 --> 00:46:00.960
bring back in Nathan Rosenberg. Right. If you want to make a difference

667
00:46:00.000 --> 00:46:01.920
in the world, you got to
be a great salesperson. And if you

668
00:46:01.960 --> 00:46:06.119
do it from the vantage point as
you've been telling us, how is my

669
00:46:06.239 --> 00:46:09.960
customer going to be different or better
because of our interaction, that's a pretty

670
00:46:10.000 --> 00:46:14.920
fantastic way to navigate this. I
think. So any other final thoughts we

671
00:46:14.920 --> 00:46:16.320
have a couple more minutes, or
any of the final thoughts or stories that

672
00:46:16.360 --> 00:46:21.079
you want to share, I would
leave your listeners. And I so appreciate

673
00:46:21.119 --> 00:46:25.559
everyone who has been with us for
this conversation. With the call to not

674
00:46:25.679 --> 00:46:29.480
wait, we spend a lot of
time, you know, I'll wait till

675
00:46:29.519 --> 00:46:31.960
the pandemic is over to do this. I'll wait until I have more in

676
00:46:32.000 --> 00:46:37.599
the bank to finally make a leap. Don't wait. The time is now.

677
00:46:38.000 --> 00:46:44.159
We are in concurrent health, economic
and social crises that have animated the

678
00:46:44.159 --> 00:46:47.039
call for purpose at work, and
now is your moment to step up and

679
00:46:47.159 --> 00:46:51.480
claim it, because the world is
listening. And our ability to tap into

680
00:46:51.519 --> 00:46:57.280
something greater than ourselves is what will
withstand us through these crises. Beautiful,

681
00:46:57.480 --> 00:47:00.599
but been to that, and I'll
add that one of the things that I've

682
00:47:00.599 --> 00:47:05.400
been saying through my bullhorn through this
COVID nineteen pandemic is that we have a

683
00:47:05.440 --> 00:47:10.079
perfect opportunity as organizations to re evaluate
everything that we're doing, especially related to

684
00:47:10.159 --> 00:47:15.440
human capital practices and for our conversation, how we operate as a sales organization

685
00:47:15.880 --> 00:47:20.360
and throw out all the crap that
doesn't work, that's outdated, that completely

686
00:47:20.400 --> 00:47:23.519
dehumanizes the work, and let's find
and activate and threadn meaning and purpose.

687
00:47:23.519 --> 00:47:28.000
We have the chance to totally re
redo all of that right about now.

688
00:47:28.039 --> 00:47:31.079
And so I'm with you. I
feel the urgency, i feel the opportunity,

689
00:47:31.119 --> 00:47:36.239
and I'm completely with you. Now
sounds good to me too. Perfect

690
00:47:36.679 --> 00:47:39.000
Well, I'm so appreciative of you
having me on and I cannot wait to

691
00:47:39.039 --> 00:47:44.039
read your book. You definitely have
a pre order for me. I'm excited

692
00:47:44.039 --> 00:47:45.920
to dive into all the research you've
done on this topic. And like I

693
00:47:45.960 --> 00:47:50.840
said, I'm so appreciative of you
having me on the show and connecting with

694
00:47:50.880 --> 00:47:54.159
another purpose driven person. You are
a delight, Elizabeth. I'm very glad

695
00:47:54.159 --> 00:47:57.880
to find you. And you know
I have this handed little habit of whenever

696
00:47:57.920 --> 00:48:00.480
I now want to connect with my
radio show guests, Life and I have

697
00:48:00.679 --> 00:48:01.800
is I might show up on your
doorstep when I'm there, you know,

698
00:48:01.800 --> 00:48:06.039
Atlanta for business. So you know, if the door knocks open, it

699
00:48:06.079 --> 00:48:09.199
okay, You've got it all right, listeners, thank you so much for

700
00:48:09.280 --> 00:48:12.960
being with us today. We appreciate
so much that you joined us. If

701
00:48:13.000 --> 00:48:15.480
you want learn more about Elizabeth Lotardo
and or her book Selling with Noble Purpose,

702
00:48:15.760 --> 00:48:20.480
you can go to Selling with Purpose
right, Selling with Purpose, sellingurpose

703
00:48:20.519 --> 00:48:23.840
dot com nopurpose dot com. If
you missed the show. Last week,

704
00:48:23.880 --> 00:48:27.760
we were on with Bob Chapman.
We were talking about how he really has

705
00:48:27.840 --> 00:48:30.599
learned over the years to develop what
he calls truly human leadership. It was

706
00:48:30.599 --> 00:48:35.079
a very very inspiring conversation. You
can always catch it via recorded podcast.

707
00:48:35.679 --> 00:48:37.119
Next week, we're going to be
on the air with Robert Bruce. He's

708
00:48:37.119 --> 00:48:40.840
the founder of Go all In.
We'll be talking about the thought process he

709
00:48:40.920 --> 00:48:45.039
teaches to break through the higher levels
of performance. See you there. Remember

710
00:48:45.079 --> 00:48:46.360
that work is at least a fit
of our lives, So let's work on

711
00:48:46.400 --> 00:48:55.400
purpose. We hope you've enjoyed this
week's program. Be sure to tune in

712
00:48:55.440 --> 00:49:00.199
too. Working on Purpose, featuring
your host, doctor Elise Corte, as

713
00:49:00.480 --> 00:49:05.599
each week on the Voice America Empowerment
Channel. Together, we'll create a world

714
00:49:05.639 --> 00:49:13.159
where business operates conscientiously, leadership inspires
impassioned performance, and employees are fulfilled in

715
00:49:13.239 --> 00:49:17.039
work that provides the meaning and purpose
they crave. See you there, Let's

716
00:49:17.199 --> 00:49:19.159
work on Purpose.