Selling With Noble Purpose, 2nd Edition

CHAPTER 6Crafting Your Noble Sales Purpose

The secret of success is constancy to purpose.

—Benjamin Franklin

You've seen how organizations and individual leaders have used a Noble Sales Purpose (NSP) to drive revenue and do work that makes them proud. Now it's time for you to name and claim your own Noble Purpose. A few things to note:

• If you're looking at your firm's existing purpose statement and you're less than thrilled with it, don't worry. You may not need to redo it. If your firm has a benign statement that does not spurn action or inspiration, or a bunch of meaningless mission/vision jargon, you can create a high‐impact NSP to sit underneath it. Some call this a nested purpose.
• If you're thinking “We don't really make a difference; we sell hardware, software, widgets, and no‐name products,” I'd like to challenge your thinking. Use this exercise to think about the impact your products and solutions have on customers.

Let's walk through the three‐part process for creating your NSP. Ideally, you'll land on a concise statement that describes the impact you want to have on clients. The brainstorming process is divided into three parts to get you thinking in the three key areas. We call these the three discovery questions.

Here are a few tips before you get started:

• Give yourself time. Allow yourself some creative think time. Write in the spaces, jot notes on your iPad, scribble in a journal, daydream, and think about it on a walk or drive.
• Don't self‐edit too early ...