Why you have to check out today’s podcast: * Discover the 3 central C's of Value; creating, communicating and capturing value * Learn what is customer perceived value and how outcome appeals to them rather than benefits only * Learn how to be a customer experience expert and how to get customers talking about your company
Mark Boundy is a sales, value, differentiation, and pricing expert who helps companies sell more profitably.
He's a consultant for Miller Heiman, an advisor and thought council member to The C-Suite Network where he advises corporations on all things value-related, identifying their fundamental differentiators to help them choose where to compete and how that informs boots-on-the-ground selling.
In this episode, Mark shares how W. L. Gore & Associates taught and instilled in him the importance of customers perceived value to a business, why value should be a religion to any business, the 3 central C's in marketing, and the importance of focusing on the outcomes you bring to customers rather than benefit.
"I often see the word benefits use differently. So, I no longer like to use the word benefits with my clients. Because benefits sometimes mean less than what I think of its value. I use the term ‘outcomes.’"
– Mark Boundy
Get Accelerate Your Subscription Business: Your Blueprint to Packaging & Pricing for Growth Course at https://www.championsofvalue.com Topics Covered:
1:58 - Mark shares lessons he learned from a material science and engineering company called W. L. Gore & Associates
2:39 - How value has become a religion to him and everyone else at W. L. Gore & Associates
7:49 - Creating Value: Why it is important to know what the value of the customer is going to be and the value of the product to that customer
15:59 - Communicating value: why the outcome is better than the benefit
19:17 - Capturing Value. Why front-liners like salesperson has a significant role in understanding customer's outcomes and why should they be trained in communicating understanding the customer's business
21:17 - On being an expert at your customer's business, how Microsoft Enterprise is practicing to help their consumers understand their market
24:33 - Mark shares how Bob Miller trains their consultants at Miller Heiman. Bob to Mark - “Customers don't buy their products. They buy results or outcomes.”
Key Takeaways:
"You need to be able to have a dialogue with a customer to understand their outcomes and to understand their business." –Mark Boundy
"Help the customer understand that a high price is a low price to pay for the kind of outcome [you offer]." – Mark Boundy
"It's the outcomes is the desirability outcomes, and it's built on the differentiation, the outcomes they get from you that they can't get anywhere else." - Mark Boundy
People and Resources Mentioned
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