Welcome to the How of Business with your host, Henry Lopez, the podcast that helps you start, run, and grow your small business.

And now, here is your host. This is Henry Lopez. Welcome to this episode of The Howa Business.

My guest today is Lisa McLeod. Lisa, welcome to the show.

It's a pleasure to be here, Henry. Looking forward to this. Many of us as small business owners struggle with sales and leading their sales staff if you have one for all kinds of different reasons, including believing for a lot of people I found. They believe that sales is all about manipulation and lies.

So Lisa helps her clients take what she calls a noble purpose approach to business and to sales.

And she's with me today to share her story and experiences.

To receive more information about the Hawa business, including links to the show notes page,

and to schedule a free coaching consultation with me, just text the word biz, B-I-Z, to 31996.

So Lisa McLeod is a sales expert with a focus on purpose-driven business.

She's the best-selling author of the book, Selling with Noble Purpose,

How to Drive Revenue, and Do Work That Makes You Proud. We're going to dive into a little bit of

that book today. Lisa has spent two decades, rather, helping leaders increase competitive

differentiation and emotional engagement. Her work debunks the myth that money is the

primary motivation for most employees. She developed the noble purpose philosophy after her research

revealed salespeople who sell with noble purpose, who truly want to make a difference to their

customers, that they outsell salespeople who

focus just on targets and quotas. Lisa is a former Procter & Gamble sales leader who founded

her own firm, McLeod and Moore, incorporated in 2001. And she helps leaders at organizations

like Cisco and David Buster and many other corporations

that you've heard of, as well as smaller organizations, helps them drive exponential revenue

and growth. Lisa has keynoted in 25 different countries, has authored over 2,000 articles,

and she's made appearances on the Today Show and the NBC Nightly News,

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