Once the stage is set, the presence of an outstanding leader is indispensable. Without him (or her) there will be no movement.

—Eric Hoffer, author of The True Believer

Selling with Noble Purpose is not just a technique; it's a new way of life for a sales team. It's a distinctive orientation toward sales—one that creates more differentiation and more emotional engagement.

In some ways, the NSP approach is easier to maintain than other sales methodologies, because it's oriented around one simple point: customer impact. A sales team focused on making a difference to customers will outsell a sales team focused on internal targets and quotas. That single, galvanizing idea creates a force field of energy. In other ways, NSP is more challenging because it requires a mindset shift that runs counter to the prevailing culture of most organizations.

In Part 4, we'll look at the critical moments where integrating your NSP into the daily cadence of sales gives you the biggest wins. You'll learn how to leverage your NSP in sales meetings, ride‐alongs, coaching, recruiting, interviews, and even budget meetings. You'll also learn how to use your NSP to make faster decisions and how to keep low‐value distractions from sucking the soul out of your sales efforts.

As a sales leader, you're the linchpin. You're the one who decides whether your team is just another average sales force or you're really going to make a difference in the lives of your customers. There are a few key places where bringing customer impact to the fore has an outsize impact on your team. Leading a tribe of true believers is more challenging than running an average organization. It's also infinitely more rewarding and a hell of a lot more fun.