Dr. Valerie Good, Assistant Professor at Grand Valley State University, joins Dr. Willy Bolander in The Sales Lab. While we don't usually interview professors, Valerie researches a very important topic - the power of purpose in sales! What does it mean for a salesperson to have purpose? How does purpose motivate above and beyond financial incentives? How does a person develop purpose? How can companies emphasize purpose to differentiate from competitors? Can you even have purpose if you're selling something mundane like toilet paper? Let's tap into the answers to these (and other) questions! Part 1 of 3.