Mark Boundy is an expert in value building, selling, and marketing. In this episode, Mark explains how to present value to your customers in a measurable, concrete, and real way where value is quantified resulting in more profitable deals and paying customers.   Why you have to check out today's podcast: Learn how to translate your customers' feature-and-benefit differentiation into a customer-differentiated customer outcome. Understand the buyer's purchasing journey so they know the value they are getting, and you become their only choice Discover the 13 things you need to know about your customer, so you win every time   "Right now, customers are really struggling with some different issues. And slowing down and understanding your customers' business and how their business is changing gives you an opportunity to really set yourself apart as that trusted advisor, that trusted partner who can help them co-create a solution that maybe your competitors could, but your crappy competitor salespeople don't."  - Mark Boundy   Topics Covered: 02:47 - What is a sales funnel and the misconceptions about it 03:57 - The most shortsighted thinking when it comes to sales funnels 07:03 - Thoughts on some terms used that are seller-centric 08:46 - What the process looks like when humans decide at something 10:18 - What happens when customers are only self-informed 12:53 - The likelihood when there is no differentiating factor among sellers other than the price 14:11 - How to make customers ‘will I’ compelling that you are the only choice for the ‘which one’ decision 15:23 - Creating demand for the outcomes that come from the differentiating feature 17:10 - Importance of dollarizing outcomes 18:01 - What’s with personal outcomes 19:39 - Value versus price 26:43 - Thirteen things you need to know about your customers   Key Takeaways: “If we tell salespeople just to find out what the customers have self-informed and what their envision is, what usually happens is the result of that self-informing is under informing and misinforming and some combination. And their vision for the future is probably pretty underwhelming. And if you actually build exactly what they envisioned, it would never have ROI in the first place.” - Mark Boundy “We train people using methodologies and great questions and understand and uncover the pain. To uncover, get a perfect vision of the customer's imperfect vision. When we ask them to uncover the pain, the customer can only answer the pain that is the result of their self-informed vision, they can only give you what they know. They need an expert to say have you ever thought about this or other customers like you have actually found this, too.” - Mark Boundy “You have to bring them [customers] from a 'will I' to a 'what will I'. As soon as that 'what will I' becomes compelling, then they're back to a 'will I' and it happens to be a 'will I' that you're the only available 'which one'?” - Mark Boundy “I work with my clients to understand their differentiation. And I work with them really hard to translate their feature-and-benefit differentiation into a customer differentiated customer outcomes.” - Mark Boundy “Value only exists in your customers’ mind, that scale, that counterbalance only exists in your customers’ mind. Your value that you articulate, it's a value proposition, you're proposing something that you hope comes into existence between your customers and yours. So, credibility is what opens their ear.” - Mark Boundy “Value has to outweigh the price. Your differentiated value has to outweigh the price premium over the next best choice.” - Mark Boundy   Resource/People Mentioned: Radical Value: How to Take Your Company to the Next Level Through Radical Customer Centricity by Mark Boundy: https://www.amazon.com/Radical-Value-Company-Customer-Centricity-ebook/dp/B08527K4ZG The Nature of Human Intelligence by Robert J. Sternberg: https://www.amazon.com/Nature-Human-Intelligence-Robert-Sternberg/dp/1316629643 M