If your sales team is stuck competing on price, you don’t have a pricing problem. You have a purpose problem.

👉 Want to build a sales system that connects emotionally, drives high-value deals, and retains top talent? Book a strategy call with The Sales Machine: www.thesalesmachine.com

In this episode, I sat down with the one and only Lisa McLeod, the woman behind the concept of “Noble Purpose.” She’s worked with giants like Salesforce and Pfizer, helping them shift from transactional sales to transformational results.

We talk about why most sales teams lose deals not because of product or price, but because they can’t articulate why they matter. Lisa breaks down how to activate emotional engagement in your team, how to sell with impact, and how to lead with clarity in a distracted world.

Whether you're a founder, sales leader, or rep looking to close bigger deals with more meaning, this conversation will reshape the way you think about sales.

What You’ll Learn:

• Why selling with purpose drives better results than selling on price


• How to align your team around a compelling mission (not just quotas)


• What most companies get wrong about sales messaging


• How to get buy-in from reps and execs for culture change


• The emotional undercurrent behind great sales conversations


• Lisa’s 3 questions to unlock your team’s deeper purpose

Chapters

(01:00 ) - The Beauty of Purpose in Sales

(03:08 ) - Instilling Noble Purpose in Organizations

(06:12 ) - Measuring Success: Emotional Engagement and Revenue Growth

(09:03 ) - Overcoming Resistance to Change

(12:01 ) - Implementing the Methodology: Training and Ownership

Connect with Lisa Earle McLeod

LinkedIn: https://www.linkedin.com/in/lisaearlemcleod/

Facebook: https://www.facebook.com/LisaEMcLeod/

X/Twitter: https://x.com/EarleMcLeod

Connect with John Rankins

Website: https://thesalesmachine.com/

Facebook: https://www.facebook.com/TheSalesMachineOfficial

Instagram:https://www.instagram.com/thesalesmachine_official/

LinkedIn:https://www.linkedin.com/company/thesalesmachineofficial/

YouTube:https://www.youtube.com/@JohnRankinsOfficial