Noble Purpose, Transforming Audiology, and Selling with Heart | Lisa Earle McLeod
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What is the main topic discussed in this episode?
salespeople, and you can call it practitioners, People who are in any kind of endeavor that has a commercial component to it, who care deeply, who put making a difference at the top of their list, are actually more financially successful. And that's the opposite of what we've been led to think.
Today I'm joined by Lisa Earle McLeod, author of Selling with Noble Purpose and founder of McLeod & Moore.
The idea that we can separate these two lanes of money and meaning has not served us well in business. Work used to be more meaningful than it is now and nowhere is this more true than in the medical space. They're all being pushed to be business people when in fact what the research tells us is if business people could act more like caring professionals they would actually make more money.
Welcome to Beyond Blind Blaming. This is the place where we explore how easily hidden truths can hold us back, trapping us in cycles of frustration and blame, often without even realizing what's truly stopping us. Each week, I'm joined by experts and professionals who share their journey of taking back control of their story, overcoming hidden challenges, and stopping blind blame from dictating their outcomes. The insights you're about to gain will help you see beyond your current limitations, find the courage to seek new perspectives, and ultimately live a life that's both purposeful and powerful. So if you're ready to break free from blind blaming and discover what's possible, you'll definitely want to listen to this episode.
I'm your host, Kevin St. Clergy, and today I'm joined by Lisa Earle McLeod. Lisa, welcome to the show.
It's such a pleasure to talk with you today.
Well, I'm excited because when I read your book, Selling with Noble Purpose, just because I am an audiologist and I do work in this field, I kept substituting the word salesperson, which we don't really feel like we are because we're medical practitioners, with the word audiologist. And anytime you talked about an organization or a manager, I replaced that with practice owner. And it fits so well. And I just, I'm not going to steal your thunder, but I just wanted to kind of start off by just reading a couple of sentences that were in the first part of your book, and then I've got some questions for you, if you don't mind.
What inspired Lisa Earle McLeod to write Selling with Noble Purpose?
But you had said that organizations, which I replaced with practices with a purpose bigger than money, outperform their competitors, which I've seen for many years. The traditional practice model, which again, I'm changing from business to practice, based on the assumption that the workforce is self-interest motivated only by money, has been ineffective. And then, of course, audiologists with a sense of purpose put forth more effort and are more adaptable than quota-focused audiologists. The thing is, this is where it really started at home, and this was in the first, like, I don't know, nine pages of the introduction when I got super excited. And then, of course, I've been to the book a couple of times.
So why don't we start with just a little bit about you and your background, and, of course, what led you to write your best-selling book, Selling with Noble Purpose?
So I'll start with the last question. What led me to write the book was the idea that we can separate these two lanes of money and meaning has not served us well in business. And it's been going on for about 30 or 40 years. Yes, there's always been greedy people. Yes, there's always been people focused about money. But work used to be more meaningful than it is now. And nowhere is this more true than in the medical space. You know, some of the frustrations we hear from anybody in medical, I just did a big engagement with a podiatry group, is that they're all being pushed to be business people. When in fact, what the research tells us is if business people could act more like caring professionals,
Why do purpose-driven practitioners make more money than quota-focused ones?
they would actually make more money.
That's interesting. I haven't heard that before.
Right.
That's great.
But I mean, it's crazy because when they say, oh, we're being pushed to be more business people, what they mean is we're being pushed to care less.
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Chapters
5 chapters
1
What is the main topic discussed in this episode?
0:00–2:26
2
What inspired Lisa Earle McLeod to write Selling with Noble Purpose?
2:26–3:56
3
Why do purpose-driven practitioners make more money than quota-focused ones?
3:56–36:32
4
How can patient referrals act as a leading indicator of practice health?
36:32–39:06
5
How should audiology teams rethink the word 'sales' to better serve patients?
39:06–50:30
Speakers
2 identifiedMore from Beyond Blind Blaming
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