Selling With Noble Purpose. Lisa Earle McLeod

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СКАЧАТЬ decided they were going to be the company that changed the frame for what customers expect, and the company wanted to become a destination employer in the process.

      Because they sell through dealers, Supportworks couldn't mandate a top‐down approach. They had to get their dealers excited about implementing the Noble Purpose with their own teams. We created a plan to help dealers link each employee's job to the greater purpose of the business, and gave them tools to establish differentiation in their markets.

      Convincing a rough and tough crew of predominately male leaders to talk about purpose and praise their teams was no small task. We knew the connection between purpose and recognition had to be accessible, be easy, and not require a long speech. Supportworks created Purpose Citations: peel‐off pads for managers in the field to give quick positive feedback about how employees were living their purpose. Managers could check off things like “enviable smarts” or “contagious do‐goodery.”

      As of this writing, Supportworks' purpose training is lauded as some of the most differentiated training in the contracting world.

Supportworks has also become a destination employer. They've been voted a Best Place to Work multiple times. Employee engagement has soared. Revenue has exploded as they've added dealers across the country who want to become part of their movement. Their team will tell you, Supportworks is unstoppable.

      Supportworks

       We redefine our industry

      Record dealer expansion

      Voted Best Place to Work

      CMIT Solutions: From Techies to Trusted Advisors

      CMIT Solutions is a franchise organization that provides managed IT services for small businesses. When CEO Jeff Connally took over the business in 2006, he began to shift the team from hourly billing to a managed services, fixed‐fee model.

      Most of CMIT's franchisees have a technical background. They were used to being on call and billing their time for client requests. Few of them had any sales experience.

      When asked to describe themselves, they typically say, “We provide IT service.” Yet our interviews with their most successful franchisees revealed that CMIT does much more than simply provide IT services. The best franchisees were advisors to their clients; advisors who alleviate and prevent some of the biggest headaches in business: system problems. Their team landed on an NSP that reflected their aspirations for their customers: We help make small businesses more successful.

      Connally says, “When we went from ‘We sell IT services’ to ‘We help make small businesses more successful,’ it changed everything. That seemingly simple reframe pointed our team in an entirely new direction. Now our guys feel like the white knights of the IT world. They're going after new business with a zeal they never had before.”

      CMIT launched their Noble Purpose during the recession. Despite a tough economy where clients were cutting back on outside vendors, they grew sales by 35% the first year. Changing their focus from the services they provide to the impact they have on clients created a shift in the way their team approaches customers. Connally says, “Our people are technical, so their tendency is to jump right into the tech stuff. Now, instead of [taking that approach], we take a step back and address the situation from a business perspective.”

He continues, “We pulled our NSP to the front and center of everything we do. It helped move our franchisees from simply being IT providers into a trusted advisor/partnership role.”

      Post‐recession, CMIT held fast to their NSP, using it to drive exponential revenue growth. In a world where organizations aspire to increase earnings by 10x, CMIT's earnings have increased by a multiple of 36x. They're driving outsize earning because they're attracting and holding on to the right franchisees.

      CMIT's franchise churn rate has gone from 39% when they launched their NSP to below 4%—an almost unheard‐of number in the franchise world, where anything below 12% is considered very good. The team went from selling franchises to awarding them. They've now become the largest managed services provider in the mid‐market space.

      CMIT

       We help make small businesses more successful

      Earnings increased 36x

      Franchise churn down 35%

      G Adventures: Igniting Passion and Purpose in Resellers

      Make no mistake, G Adventures is a sexy company (no offense, banking, basements, and IT). As the global leader in adventure travel, they take people everywhere from African safaris to cycling in Tuscany to trekking the Inca Trail. Their team is committed to changing lives through travel. The company had experienced 20% year‐over‐year sales growth for over two decades.

      Yet as exciting as G Adventures is, they needed to translate their passion to their resellers: travel agents who book trips for their clients. The sales team knew their trips were life‐changing, but the travel agents often saw G Adventures as just another vendor.

      To help you understand the business model, many travelers still turn to travel agents for advice about where to go and for help with complex trips. Agents direct a large number of travel decisions and dollars. Because of this, every tour company, hotel, and travel vendor on the planet wants agents to love them. The agents themselves typically join the industry because they are passionate about travel. Yet as they progress in their careers, agents often find themselves booking dream trips for others while they sit at their desks.

The sales team at G Adventures wanted to do more than sell trips: they wanted to help their agents rediscover their own sense of purpose. They landed on their NSP: We help people discover more passion, purpose, and happiness.

      In this case, “people” extended to agents. This required transforming the sales process. Instead of showing agents photos and videos of trips, the team created interactive sales experiences. They used everything from inspirational card decks and music to an actual magic trick to help their agents, people sitting at their desks, reconnect to the power of changing lives through travel.

      The sales team even went so far as to change their job titles from account executives to Global Purpose Specialist, or GPS for short. They wanted to make it clear that their job is to help agents discover more passion, purpose, and happiness in their jobs, so they can help people discover more passion, purpose, and happiness on trips.

      G Adventures' impressive year‐over‐year 20% sales growth has now become 35% growth. Their annual event, the Change Makers Summit—held for the agents who change the most lives—has garnered international recognition as one of the most innovative events in the industry.

      G Adventures

       We help people discover more passion, purpose, and happiness

      20% sales growth → 35% sales growth

      Industry leadership

      Orange County Court: Simple Elegance

      Many companies tend to try to “kitchen sink” their NSP—that is, to throw in every single thing you could possibly do for customers. СКАЧАТЬ