The Coaching Effect Blog

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

Posted 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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