The Coaching Effect Blog

The Coaching Effect Blog

    What is Your Company's Purpose? An exercise to discover it.

    by Kristi Shoemaker / October 6, 2011

    In sales, having an impactful, moving elevator speech is critical. During the EcSELL Institute Fall Sales Coaching Summit, Lisa Earle McLeod of McLeod and More Inc. took the group through an exercise to help the attendees retool their company elevator speech. Try this with your team!


    Ask your sales reps to describe what your company does.  In most cases you are going to hear answers that focus on the features of your solution.

    Next, ask your sales reps to describe how your product/service makes a difference. Ask them to tell the story of when he/she made a difference to a customer. Have them share what the customer said.

    Ask your sales reps how they felt when they were telling the story.  Ask them how it felt different from simply describing what your company does.


    This exercise helps you understand what the "purpose" of your company is. Purpose is what resonates with customers' emotions. People will forget what you say but they will never forget how you made them feel.  Emotions ignite action.

    Now, take this "purpose" and retool your elevator speech.

    Here are some examples from EcSELL Institute members

    What we do: "We manufacture tiles"
    Purpose: "We make a person's home beautiful"

    What we do: "We manufacture medicine"
    Purpose: "We improve the quality of life"

    What we do: "We provide education, resources"
    Purpose: "We stretch out customer's thinking"

    What we do: "We manufacture and hang exterior business signs"
    Purpose: "We make the company real"

    What is your purpose?



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    Kristi Shoemaker

    Kristi Shoemaker

    Kristi is a marketing communications and public relations expert with over 30+ years of experience in a variety of industries. She was an integral part of EcSell's go-to-market strategy and execution from 2008 - 2012. Kristi enjoys taking a holistic approach by integrating all the key marketing disciplines to create synergies that generate maximum results. She is currently the president of KLS Consulting in Lincoln, Nebraska.

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