ValuClarity

VC4-38 Tom Brady and Flow Pharma, Differentiation and Value

Wed, 20 Sep 2023 11:50:39 -0000

Your customer value comes from your differentiation. Tom Brady, VP of Business Development for Flow Pharma and I talked about Flow's differentiation, which is pretty powerful. We explored what customer outcomes can be achieved using that differentiation, and then what markets/customer groups most desire those outcomes. Flow is building a business exactly along those lines

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VC4-37 Rhys Ryan and Ekkobar The difference between social media analytics & social media insights

Mon, 21 Aug 2023 11:00:00 -0000

Rhys Ryan leads Ekkobar, who leapfrogs social media analytics. Where analytics can tally clicks, likes, shares, seconds on a page etc., Ekkobar's social media insights figure out what people are thinking about you, how bad that misstatement was -- or wasn't -- and what they intend to do about it.

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VC 4-36 Peter Voss of AIgo talks about Artificial Intelligence, ChatBots, and the promise of learning, Conversational AI

Mon, 24 Jul 2023 13:03:10 -0000

Peter Voss is the founder and CEO of Argo, whose AI has upped the chatbot interactions that companies can have with customers. We talked about what AI currently does, and what AI can't yet do that makes AI so artificial. We also talked about how AI helps clients provide value to customers better than chatbots.

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VC4-35 Mark Boundy Asks for your Feedback

Mon, 12 Jun 2023 11:00:00 -0000

I've been ruminating lately about the challenge of helping big organizations sell and price value more effectively...vs. the challenge of helping more agile companies become more holistic in their pursuit of customer value. There's a huge difference. Doing the first is straightforward and pays well. Doing the second requires searching for that rare company who's ready to do something special - which is simple in concept, but hard to implement in a company who is tied to convention.

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VC 4-34 Darrell Amy talks about his practice and his latest.

Mon, 29 May 2023 11:00:00 -0000

Darrell Amy and I are kindred spirits who believe in the importance of customer value. He co-hosts the Selling From the Heart Podcast, and his book "The Revenue Growth Engine" is on my bookshelf -- extolling how to coordinate sales and marketing functions in your organization. We help somewhat different clients: he likes working with companies who sell a repeated purchase that is differentiated by how the customer is sold to, where I like helping clients who are looking for a trusted consultant to help them make a better buying decision. It turns out that sellers are the X factor in both situations. Great stuff!

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VC4- 33 David Newman and his newest book, Do It! Sales

Mon, 08 May 2023 11:00:00 -0000

David Newman has released his newest book, "Do It! Selling" (the latest in his "Do it!" series of books). David is an old friend, and serves speakers, coaches and consultants who have strong intellectual property, but who aren't confident in their ability to get more of the right clients at the right prices. This latest book is a home run for those audiences, but is a great sales primer for anyone launching out in the world of sales. We talked about his book, and our shared passion for selling -- and pricing -- more value.

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VC 4- 32 Tim Rohrer Shares the Lessons of his Greatest Sales Mentor.

Mon, 24 Apr 2023 07:00:00 -0000

Tim Rohrer wrote and published "Sales Lessons of the World's Greatest Mentor" as an homage to the most influential person in his career. This was a work of love, and shares lessons in story format -- super impactful, and a super easy read. This is a highly recommended book!

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VC 4-31 Julie Roehm and I talk about Customer Experience, Value, and Delivering it Company-wide

Mon, 10 Apr 2023 11:00:00 -0000

Julie Roehm has held positions with some of the world's greatest companies, most recently as Chief Experience Officer with Party City -- is there anything more "customer experience" than a company that helps the world celebrate stuff? Julie and I talked about some of her very sophisticated -- yet simple -- innovations that she drove. What an incredible interview. Thanks, Julie!

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VC4-30 Keith Dorson and treating your clients like they own their own lives

Mon, 27 Mar 2023 10:00:00 -0000

Keith Dorson owns Win-Win Investments, a financial planning firm. He's not the first financial planning professional on the podcast, but he's the first to call his clients owners; they own their lives, their journeys, their stories. Keith treats them like that. It's pretty cool to hear him share his approach to practicing customer intimacy. I hope you enjoy it as much as I did.

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VC 4-029 Carl Kwan and the importance of video in concert with your image, brand, and value

Mon, 13 Mar 2023 11:00:00 -0000

Carl Kwan is the founder and head of Kwan Multimedia, and helps his clients produce video content that reinforces your value and moves customers through their buying process. He has over 18 years (since the infancy of YouTube), plus years before that as am image coach, making video content that does precisely that. We had a great conversation about not only the (obvious) importance of video, but the importance of well-crafted video messaging. Pretty impactful stuff. Thanks Carl!

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VC 4-028 Tim Hyde and I talk about systematically mirroring your customer's buying journey

Mon, 27 Feb 2023 12:00:00 -0000

TIm Hyde's company helps its clients avoid having a customer journey get stuck by understanding various customer journeys and building your sales/marketing activities and asset help customers through those "stuck spots". TIm and I are kindred spirits and it was a pleasure getting his perspective. Thanks Tim!

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VC 4-028 Sky Cassidy and differentiating in a highly commoditized space.

Mon, 13 Feb 2023 04:00:00 -0000

Sky Cassidy founded and runs MountainTop Data, a data company that sells leads -- but differentiates by selling 1) guaranteed lead quality 2) a la carte: that is, you buy (not rent) a certain number of leads without an ongoing contract commitment. Seems simple, but that's the beauty of it. We talked about some of the practices in his industry, and the large competitive white space some major competitors have constructed for him. Thanks, Sky!

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VC 4-26 Joe Pusz and I talk about project success, a pretty darn important customer outcome.

Mon, 30 Jan 2023 08:00:00 -0000

Depending on how it's measured ("at least one goal met" vs. "most or all goals met"), about 50-70% of projects, especially software projects, FAIL. Holy cow. Joe Pusz leads the PMO Squad, and is a national leader in promoting great project management -- which he defines as "meeting client goals", rather than "successfully installed". What's that worth to you? Thanks for a super-educational conversation, Joe!

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VC 4-025 Marc Appleman and I talk communities and selling memories

Mon, 09 Jan 2023 12:00:00 -0000

Marc Appleman has had a stellar career in the sports and media space. He's currently in a venture that is leveraging a vast trove of historic sports articles and photographs, but he was also the CEO of SABR, the Society of American Baseball Research (an offshoot of SabreMetrics, of "Moneybag") fame. Marc transformed SABR into a thriving community of people passionate about baseball, and we talked about what that looks like...and how it applies to any business or association. We also talked about how he's turning a historical archive into vibrant memories and celebrations of our shared past. Inspiring stuff, Marc! Thanks.

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VC 4-025 Brion Crum and the Value of the "Tweener" real estate investments

Mon, 26 Dec 2022 12:00:00 -0000

Brion Crum is an executive with Caliber Investments, one of the country's fastest growing companies, and a business who differentiates by bringing quality real estate investing to groups who seldom have access to the kind of deals that big institutional investors are able to take advantage of. Caliber partners with experts in specific markets, and specific project types to bring a diversified flow of investment opportunities for its investors. Brion articulated this differentiation pretty clearly for me, and talked about how Caliber gets everyone in the company aligned around delivering great outcomes. Give it a listen!

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VC 4-024 Tino Go and Win-Win-Win in the furniture and cabinetry businesses

Mon, 12 Dec 2022 12:00:00 -0000

TIno Go founded and leads Baru (hellobaru.com), an innovator in the furniture and cabinetry business. He partners with companies around the country (there are quite a few of them) who have purchased computer-aided manufacturing equipment for furniture and cabinetry -- machines that only run a small percentage of the time (almost all of those). This means that these items can be manufactured thousands of miles closer to where they will be installed -- a cost and time savings in shipping and packaging. Of course, these are all built-to-customer-spec, and can use higher quality materials, so they're custom. The owners of these machines earn more revenue using an expensive yet underutilized asset. It's amazing! And furniture and cabinetry are just the beginning for Baru.

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VC 4-023 Park Howell and Storytelling in Marketing and Sales.

Mon, 28 Nov 2022 12:00:00 -0000

Park Howell believes, just like I do, that customers buy outcomes from doing business with you. He helps his clients compose stories that light up the limbic brain, or as Park calls it, "the movie theatre of the mind". I'm a big fan of how he simplifies the story format...by studying the art of story from experts in moviemaking, novel writing, and yes, marketing, he's distilled the art of story building into a simpler formula than I have ever heard. Give this great episode a listen!

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VC 4-022 Nelson Griswold and delivering value by delivering better for less.

Mon, 14 Nov 2022 12:00:00 -0000

Nelson Griswold leads Next Gen benefits, a consultant-to-consultants who teaches benefits experts how to deliver better healthcare to employee populations at lower cost. We talked about how he does that, how so much of his effort is devoted to selling through a channel of healthcare consultants.

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VC 4-021 Loren Fogelman and Value Pricing within the Accounting Profession

Mon, 31 Oct 2022 07:00:00 -0000

Loren Fogelman consults to accountants and financial professionals, focusing particularly on weaning them off of the "hourly rate trap". She has a great process for helping accounting professionals understand their value, build value-based programmatic pricing, and have great sales conversations with their clients.

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VC 4 020 Daniel Hammond, and his Customer Director Leadership

Mon, 17 Oct 2022 07:00:00 -0000

Daniel Hammond's practice is centered around what he calls customer-driven leadership. In addition to leading a company with focus on customers. This includes the real, external customer, but also internal customers. I loved that perspective Daniel is passionate about building high-performing organizations with a customer focus

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VC4-019 Olle Ljundqvist and the Value of Innovating in Enhanced Surgical Recovery

Mon, 03 Oct 2022 11:00:00 -0000

Olle Ljundqvist is a founder of the Enhanced Recovery After Surgery (ERAS) society. ERAS is a collection of small changes to patient care, pre-, during-, and post-surgery. As Olle points out, most hospitals are already practicing several of them...just not as consistently as they should, not as measurable, and of course, not the rest of them. Getting a healthcare provider to increase compliance to 75-or 80% yields huge improvements in patient recovery, wellness, pain, and freedom from complications. Sounds great, right? Yeah, but the real problem is change management, and getting buy-in from administrators to nutritionists. It's been an interesting journey for ERAS.

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VC 4-018 Rod Collins and building peer teams

Mon, 12 Sep 2022 11:00:00 -0000

Rod Collins is an author and keynote speaker whose work in organizational effectiveness is focused on changing organizations from hierarchies to self-guided teams of peer-to-peer networks. Democratizing work like this is the way of the future, according to Rod. I worked in a famous example of this kind of culture, and we discussed it in some depth. We also talked about how much more effective it is to have such teams focused on customers and customer value.

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VC 4-017 Adam Kipnes and Strategic Consulting

Mon, 22 Aug 2022 11:00:00 -0000

Adam Kipnes has provided strategic consulting for his clients for many years. He believes in involving everyone in the process, but also in a very simplified strategic document, so that people use and live up to the strategies they develop together. We talked about the value of a strategic approach that works because it gets used, and also spent some time talking about his "100 day sprint" that clients are finding compelling and actionable.

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VD 4-016 Mark Stiving, and Selling Value

Mon, 01 Aug 2022 11:00:00 -0000

Mark Stiving is a kindred spirit -- and we always have great conversations about selling value. This time, we talked about how Mark has captured some of his wisdom in his book "Selling Value. How to Win More Deals at Higher Prices". We talked about the book for a bit (I recommend it, as I got the chance to comment on one of his draft manuscripts), but we also talked about how important value selling is in today's world. Thanks Mark!

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VC 4-015 Jac Arbour and the Value of a Financial Expert in Your Life

Mon, 18 Jul 2022 11:00:00 -0000

Jac Arbour is exceptional, personally and professionally. He's an author and philanthropist, all pursuits that derive from his excellence as a comprehensive financial consultant for his clients. His approach is to really know what drives each person he serves so that he can become a genuine partner. What a refreshing difference from other financial advisors who really sell point solutions, under the guise of "full spectrum". Jac and I had a great conversation about what it means to be a true trusted advisor. Good stuff, Jac! Thanks..

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VC 4-014 Bill Baer and Helping Your customers do it themselves so they know they need you

Mon, 04 Jul 2022 07:00:00 -0000

Bill Baer runs Baerclaw Productions, a video production company. As a former news-guy, with crews drawn from the news business, Baerclaw is driven by high quality, but has a production mindset.

Bill and I talked about how he helps his clients figure out which videos they should produce themselves (and how to produce them better) and also helps them understand why and when they need professionals doing it. He gave some great stories about how he works with his clients -- not declaring he's done until the customer says it's done. Inspiring customer focus, Bill. Thanks!

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VC 4-013 Jeb Blount and "Selling the Price Increase"

Mon, 20 Jun 2022 07:00:00 -0000

Jeb Blount's new #1 Best Seller responds to our current rising prices environment with timely tools and research meant to help sellers and sales leaders achieve price increases without losing business, and while causing minimum harm to the relationship. Jeb shared some of his thinking about several types of price increase, and how to approach each one. Great Stuff, Jeb! Thanks for stopping by the ValuClarity podcast!

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VC 4-012 Michael G Walters and Customer Focus in Real Estate.

Mon, 13 Jun 2022 11:00:00 -0000

Michael Walters is an old friend who I've attached climb in the Commercial Real Estate Business for a few decades now. I was in a business adjacent to that for one of those decades, and I've always found it interesting. This is a very relationship-driven business, but I wanted to unpack that term "relationship driven". So many people think that it's about personal affinity or the "liking" in "Know, Like, and Trust". We explored how much more important the other two are...kind of. It's far less important that they know you. You have to know their business, their aspirations, their situation. And credibility...the trust part, is critical.

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VC 4-011 Mickey O'Callaghan and transforming sales

Mon, 16 May 2022 11:00:00 -0000

Mickey O'Callahan has been building sales and commercial excellence in companies for decades, and Oceaneering International brought him on board to do it for them as an insider, not a consultant. Since coming on board just over two years ago, he's been applying his expertise to a widely diversified global company. We talked about his journey, and what's next.

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VC 4-010 Jennifer Blowers. and starting out on your own.

Mon, 02 May 2022 11:00:00 -0000

Jennifer Blowers has left the comfort of corporate America to start her own consultancy. I Her energy and passion for changing things in the healthcare industry comes right through the microphone (the sound quality is my fault, sorry!). She also realizes that market access teams can't be a simple product push function, but need to be full service change management consultants.

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VC4-009 Tina Greenbaum and connecting with the calm within.

Mon, 25 Apr 2022 11:00:00 -0000

Tina is a long-time therapist who helps clients in all fields master their stress levels to perform at their highest. We all have a level of stress we can handle and perform well under. We also each have an overload level of stress, at which we start shutting down, and no longer perform well. Tina helps clients raise their "overload level". We talked about that, mindset, and more during this great episode.

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VC 4-008 The Value-focused company and Elite Selling

Mon, 18 Apr 2022 11:00:00 -0000

Every once in a while, someone shares their skepticism that everyone in a company can be made to understand how their job connects to customer value creation or realization. I wanted to share my experience, which states that it can in fact, be done.

In fact, achieving this goal means that you can achieve something even more important: an entire sales force who is expected to sell at an elite level of value selling, and that nothing less is acceptable. This flies in the face of normal management dogma that you are always ever going to get 15-20% elite sellers. I've experienced an organization that threw such dogma out the window.

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VC 4-007 Mark Boundy Venting about mediocrity in sales management

Mon, 04 Apr 2022 07:00:00 -0000

Mediocrity isn't bad...it just isn't good either. It' good enough...for some. I have become a student of mediocrity in the workplace, and will be shepherding a book on sales leadership mediocrity to the market at some point. In this episode, I tackle four major areas where I see mediocrity in sales and sales leadership. Training, use of scripts, "show up and throw up" demos...and discounting. Enjoy!

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VC 4-006 Denise Meridith and I talk about Diversity and how the CEOs job has changed

Mon, 28 Mar 2022 11:00:00 -0000

Denise Meridith led the Bureau of Land Management as the first black woman the Bureau had hired back in the day. Her journey has given her a unique perspective on leadership. In addition, she used her job as an opportunity to build Arizona's economy by using public lands as resources for tourism. Her expertise in managing diversity has been sought by companies like Hewlett Packard. Listen to her perspective on the future -- heck, the new reality -- of leadership.

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VC 4-005 Cristina DiGiacomo and I talk about mediocrity

Mon, 14 Mar 2022 11:00:00 -0000

Cristina DiGiacomo, philosopher, and I spent some time talking about mediocrity in the world an workplace. There is no area of human endeavor safe from the corrosive effects of "doing just enough", or being satisfied with average...or even someone else's strategy which we label "best practice".

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VC 4-004 Eric Mulvin talks about customer experience.

Mon, 07 Mar 2022 12:00:00 -0000

Eric Mulvin owns and operates Pac-Biz, a provider of outsourced customer care services. That means he operates a call center in the Phillipines with customer service agents for a couple of industries. He helped me see that his business model helps elevate his clients (he has a heavy concentration of taxi companies around the world) customer service by bringing CX domain expertise into an industry where customer service isn't often viewed as a differentiator. Eric shared how he's structured his service to maximize service rather than minimize costs. Outstanding episode!

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VC 4-003 David Buchanan and being a trusted advisor to your customers.

Mon, 28 Feb 2022 12:00:00 -0000

David Buchanan is the CEO of Voith Paper in the US. His company is a full-spectrum supplier for paper makers, making complete paper mill machines, parts, services, engineering, supplies, wear parts, etc. This a tight-knit industry with a stable universe of customers, but one that is capital-intensive, and very technologically intense. Voith is a premium supplier that supplies more reliable, efficient paper mills. Hear how Voith turns that differentiation into a way of doing business.

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V 4-002 Ken Flood and the buyer's journey, Part 2

Mon, 21 Feb 2022 12:00:00 -0000

Ken Flood looks at sales like a change management engagement, which is true...when the customer is buying something they feel is new, risky, or complex. Thus, we end up agreeing about a lot of things, but coming at them from different directions, which I find refreshing. I hope you agree. This conversation went almost 50 minutes, so I cut it into two episodes. Here's part two.

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V 4-001 Ken Flood and the customer buying framework... Part 1

Mon, 14 Feb 2022 12:00:00 -0000

Ken Flood combines sales expertise with change management consulting experience. He looks at sales like a change management engagement, which is true...when the customer is buying something they feel is new, risky, or complex. Luckily, that's my world too, so we end up agreeing about a lot of things, but coming at them from different directions, which I find refreshing. I hope you agree. This conversation went almost 50 minutes, so I cut it into two episodes. We had a convenient break right in the middle, so here's part one.

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VC 3-040 Jose Palomino and I talk about differentiation

Mon, 07 Feb 2022 12:00:00 -0000

Jose Palomino consults with sales and marketing clients, helping them focus on their differentiation. Because his approach is so similar to mine, I wanted to share his thoughts on differentiation and value.

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VC 3-039 Richard Steinau: Happy, engaged teams make happy customers

Mon, 31 Jan 2022 11:00:00 -0000

Richard Steinau leads all customer-facing everything for Bellwether, a major events house. He's been in the business for decades, but came to Bellwether, because they were one of his favorite companies to work with before, and he's learning why. WE talked about how his company positions itself as trusted experts -- really only taking business with customers who value what they do best. We also talked about his new primary KPI: employee morale. Think about it: the leader of Sales, Marketing, Branding, Customer experience, being focused more on internal morale than funnel metrics...It turns out that happy, engaged teams give customers such a great experience that the funnel pretty much takes care of itself. Definitely worth a listen.

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VC 3-038 Tom Williams and Procurement

Mon, 24 Jan 2022 08:00:00 -0000

Tom Williams is a published co-author of two great sales books, is a successful sales consultant, and has held positions including CEO of a hospital. He's been on the selling and the buying side of major B2B transactions, and when Tom talks about purchasing/procurement...make some time to listen.

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VC 3-037 Marcus Cauchi and selling value

Mon, 17 Jan 2022 12:00:00 -0000

Marcus Cauchi (Pronounced COW-key) is an irreverent expert in sales and marketing. He and I always have great conversations about marketing, sales, and here...selling value. I hope you enjoy this talk as much as I did.

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VC 3--036 Mike Groeger and How Differentiation turns into Customer Outcomes

Mon, 10 Jan 2022 11:00:00 -0000

Mike Groeger is Vice President, Group Commercial & Specialty Sales at Blue Cross Blue Shield of Arizona. While employee healthcare benefits may seem like a pretty standard commodity, I learned that small differences can drive big differences in customer outcomes. During "the great resignation", benefits can impact employee retention, a huge concern for companies, helping customers make that connection can be a huge value mechanism. I so appreciated Mike articulating that for us.

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VC 3-035 John Morgan, Yavapai College, You didn't think "Innovation", "Agility", and "Higher Education" went together, did you.

Mon, 03 Jan 2022 11:00:00 -0000

John Morgan is the Dan of the School of Career and Technical Education for Yavapai College, a community college in rural Arizona. They have programs for 3D printing...houses. They have cutting edge virtual education to keep some of the country's best educators working from where they want to live, to where Yavapai's students are living. They have implemented new curricula for employer needs in a matter of weeks. I was blown away by what's possible in higher ed, and even more, because it all comes from a small community college in Prescott, Arizona. Listen and be inspired.

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VC 3-034 Craig Jackman and the cost of employee happiness, productivity, and retention.

Mon, 27 Dec 2021 11:00:00 -0000

Craig Jackman Is the CEO of Paragon IT professionals, who is a tech recruiting and contract outsourcing firm. That means Craig is in the middle of the great resignation, and all of the tech employee issues in today's market. We talked a lot about Paragon's differentiation, which is interesting, but we talked about something every company leader needs to be aware of: the many hidden costs of replacing an employee, and all of the "thousand cuts" inflicted by poor leadership. What a great episode if you want to develop your skills in understanding the upstream and downstream value impacts a single value proposition can spawn.

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VC 3-033 Julie Cane of the Democracy Fund talks about Differentiation in Commodity Markets

Mon, 20 Dec 2021 11:00:00 -0000

Julie Cane is the CEO of a young financial company, Democracy Investments ( www.democracyinvestments.com) offers the Democracy Fund (Symbol: DMCY.). In a mind-numbingly crowded universe of Global Index funds, DMCY has done something different: They have taken the vanilla global fund, but have weighted investments in the fund by how democratic the home country of a company is. Think of taking a vanilla global fund, then removing the "authoritarianism risk" from it. There could be patriotic reasons, national security concern reasons, or simply a desire to de-weight a portfolio away from investments that could become radically devalued based upon a foreign government's arbitrary action. This is a great example of how one small feature can turn into a series of very significant outcomes for a customer. Julie and I discuss it here.

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VC 3-032 Greg Johnson, CEO of Webcheck Security talks about translating tech speak into customer outcomes

Mon, 13 Dec 2021 11:00:00 -0000

Webcheck Security helps clients protect themselves, and in some cases, win new clients. Greg Johnson, the CEO, focuses his company on translating tech speak like "penetration testing" into customer outcomes. We talked about the importance of that kind of translation for the success of even the most technically advanced business. I was impressed with how well his company does at that, and am thrilled that we could share that with you.

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VC 3-031 Krister Ungerbock and The Words Leaders Use

Mon, 06 Dec 2021 12:00:00 -0000

Krister Ungerbock was the CEO of a successful technology company, but after leaving the company, realized that while he successfully articulated a vision, he didn't successfully attract followers. He's learned that what leaders do to be effective is centered on what leaders say, and the questions they ask. We talked about his Talk Shift principles and applied them to leadership, sales...and life

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VC 3-030 Doug Gordon and company-wide value focus

Mon, 29 Nov 2021 12:00:00 -0000

Doug Gordon is an experienced executive in the financial services industry. In our discussion, Doug shared some of the lessons he learned over a career of building businesses. While he shares some sales tactics, he has a lot to say about leading an organization make sure that everyone is focused on delivering great outcomes.

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VC 3-029 Barry Neal and Selling Fun at House of Flavors

Mon, 22 Nov 2021 12:00:00 -0000

Barry Neal owns and runs the House of Flavors Restaurant/Ice Cream Parlor in Ludington, Michigan, a beautiful town on the shores of Lake Michigan. House of Flavors isn't just a local ice cream parlor. It's a multi-generational family relationship with a loving community of friends/customers. You can't fake the love that people have for HOF, and the relationships built over generations. Barry believes in selling an authentic relationship disguised as an ice cream cone. Listen to Barry's approach to being the chief happiness officer for his company.

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VC 3-028 Jim Dickie and I talk about the present and future of sales.

Mon, 15 Nov 2021 12:00:00 -0000

JIm Dickie is the co-leader of Sales Mastery a research and advisory firm serving companies who sell business-to-business (B2B). Sales Mastery just introduced their survey of B2B buying behavior. We shared some of the insights his firm uncovered, and what that means to selling...now and in the future. Some highlights: Salespeople are not viewed favorably by customers, and that decreases the quality of 1) selling and 2) more importantly the quality of buying decisions.

Jim also stays close to developments in machine learning and artificial intelligence, and had some positive news regarding some new tools that help sales people have meaningful customer conversations about outcomes...in contrast with some current automation tools which simply accelerate a cycle of sales mediocrity.

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VC 3-027 Garry Ridge: Customer experiences, and building a culture that delivers them.

Mon, 08 Nov 2021 12:00:00 -0000

Garry Ridge is the CEO of WD-40, and has turned "oil in a can" into "Creating positive customer memories". That's not a marketing tagline, it's a visionary mantra. Thus, it creates a lot of virtuous cycles. Everyone in the company understands how their role creates those memories. Every decision is filtered through that standard, and if an idea doesn't create those memories, it gets jettisoned. The company is one tribe, one purpose, not a collection of departments/silos/sub-tribes engaged in internal range wars. Oh, and this culture keeps its happy workers when all around them are suffering from "the great resignation". THere's a lot to learn here, and a lot to emulate. Thanks Garry!

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VC 3-026 Chris Kneeland and Creating Cult Brands

Mon, 01 Nov 2021 11:00:00 -0000

Chris Kneeland is the CEO of Cult Collective (https://cultideas.com). His company has studied what makes a brand a cult, and why consumers become so dedicated to some brands that they become unpaid salespeople. He talks about marketing engagement in ways far different than most marketing departments have turned into practice. I love his focus on his clients' customers, and what it takes to make them evangelize for you. Great conversation, Chris. Thanks!!

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VC 3-25 Ian Bower and Using Graphics to Communicate Your Value

Mon, 25 Oct 2021 11:00:00 -0000

Ian Bower leads Graphic Rhythm (https://www.graphicrhythm.com), a graphic design agency that serves as a resource for companies without sophisticated graphic departments of their own. He has built a company on the premise, that "The way your company appears visually -- in website, social media, content, etc. -- is like dressing for a job interview."

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VC 3-024 Eric Miller and Adding Value to your Customer's world.

Mon, 18 Oct 2021 11:00:00 -0000

Eric Miller Is a Managing Partner at PADT, who serves mechanical engineers with sophisticated tools and service to help them build THEIR businesses. We talked about how engineers hate to be sold to, and trust fairly slowly. Those characteristics of his primary customers forced PADT into a business model of becoming a trusted resource and co-creation partner for his customers. It's something many organizations aspire to do, and I was excited to have him share those exceptional value-focused behaviors that PADT thinks are table stakes. Thanks, Eric!

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VC 3-023 Adrian Walker and Customer-focused differentiation at BoatAffair.

Mon, 11 Oct 2021 11:00:00 -0000

Adrian Walker and his wife Natalya founded Boataffair to fill a gap in the boat rental/charter market. Boataffair provides a highly personalized rental/charter experience between regular mass boat rentals and super yacht charters. Boataffair differentiates their customer experience by paying attention to all of the details. When that's your business model, you need to develop skills in listening and getting feedback to constantly improve. Adrian provides some great guidance for others to follow.

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VC 3-022 Scott Jordan, Pocket Science, and Keeping an Eagle Eye on Your Customer Experience

Mon, 04 Oct 2021 11:00:00 -0000

Scott Jordan started SCOTTeVEST for the purpose of simplifying a traveler's life through more and better pockets. This sounds almost amusingly simple, but like any simple-at-first idea, true expertise is a hard-won prize that takes a long time. SCOTTeVEST is the pre-eminent travel convenience garment company, and Scott has become a pocket scientist. But it isn't about pocket features: Scott personally reviews his customer interactions to take more lessons and continuously improve. It's simple, but remarkable at the same time. Thanks for sharing some powerful insights, Scott!

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VC 3-021 Amy Czyz, and putting customer value at the center.

Mon, 27 Sep 2021 11:00:00 -0000

Dr. Amy Czyz (pronounced "Chez") is an eye doctor turned consumer product entrepreneur. We discussed how she operated her medical practice with patients at the core...and how that became a great foundation for her newest venture: Intent, a vehicle for helping people be their best throughout the day...that looks like a set of beverages engineered for balancing the wake/sleep cycle. Amy doesn't call her business a circadian rhythm beverage -- she knows it's about that customer outcome. It's brilliant, and I predict that focus is going to serve her and her company well.

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VC 2-020 Tyler Hayzlett and Marketing the Outcomes

Mon, 20 Sep 2021 11:00:00 -0000

Tyler Hayzlett is the Chief Marketing Officer of the C Suite Network (www.c-suitenetwork.com), where he is in charge of marketing strategy and execution for a the world's largest B2B media network, and for a membership organization devoted to growing members' businesses. We talked about making sure that marketing focuses on customer outcomes, and on building a tribe of followers to close loops in customer feedback, innovation, service and more. He also teased his organization's new e-book (https://click.c-suitenetwork.com/the-insider)!

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VC 3-019 Chris Van Timmeren and the business of Championship Teams

Mon, 13 Sep 2021 11:00:00 -0000

Chris Van Timmeren is the head coach of the ACHA national champion Hope College Hockey team. You probably haven't heard of Hope College... just like you haven't heard of a lot of small companies who have carved out dominance in their niche. Chris talks about recruiting (a combination of sales and hiring), and how he approaches his competitive environment (here's the concept, here are some optional actions to take, but players need to read and react). Most interestingly, he talks about how his players have changed over the 22 years he's been in charge, and how his management style has had to change in order for him to stay on top. Thanks Chris!

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VC 3-018 Kara Goldin. Accidental Entrepreneur with Undaunted Value Focus.

Mon, 06 Sep 2021 11:00:00 -0000

Kara Goldin is the founder of Hint Inc...as in Hint Waters. Now, the company has expanded into sunscreens, lip balms, deodorants. Through the founding of her company until now, she's learned lessons on entrepreneurship that she shares in her book, "Undaunted". As I read it, her focus on improving peoples' health was the purpose at every stage, and the principle that guided her decisions. We talked about how combining her curiosity, drive, creativity, and outsider's perspective with that focus on Hint's value was proved to win in an unlikely product category.

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VC 3-017 Fares Ksebati and the value of promoting your customers to community members

Mon, 30 Aug 2021 11:00:00 -0000

Fares Ksebati (pronounced "se BAH tea") and MySwimPro came on my radar when they were pre-revenue and I was a mentor at the accelerator whose wing they were under. I've had a seat to their growing and maturing through some tumultuous years, and I've watched as the value focus has become more robust through the years. Now, MySwimPro isn't just a training app for adult swimmers (the #1 such app in the world), it's a community of dedicated members, all trying to co-create a better experience that improves performance, physical health, mental health, and enjoyment of a group of like-minded people. That community has become a strategic advantage.

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VC 3-016 Michelle Cirocco: Brand Marketing and Providing Valuable Careers Improving Your Value

Mon, 23 Aug 2021 11:00:00 -0000

Michelle Cirocco has been a key executive at Televerde for many years. Currently, she's the chief social responsibility officer. At Televerde, that's not a fluff title. Televerde's mission is social responsibility, in the form of providing great customer value by employing highly committed, dedicated, motivated people as outsourced lead gen, sales, and marketing experts. When you hire a superior class of BDR or SDR, you deliver better business results...and oh, yeah: you build careers for people who really appreciate them. What a virtuous cycle! Thanks, Michelle.

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VC 3-015 Nikolaus Kimla and I talk about giving sales people high-powered sales tools

Mon, 16 Aug 2021 11:00:00 -0000

Nikolaus Kimla founded and leads PipelinerSales, a full featured CRM solution built for sales person success first. Thus his software drives salesperson utilization by rewarding use for great selling, not forcing compliance, the way many CRMs do -- the ones built for sales manager monitoring first. We talked about incorporating methodology into CRM, and a great innovation: opening the environment up to ALL of the roles that touch a customer, especially in a key account management scenario. I was impressed with the salesperson-first focus: one that gives sales managers the benefit of reports based upon high system utilization. Thanks Nikolaus!

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VC -014 C. Lee Smith and Value Focus in Sales

Mon, 09 Aug 2021 11:00:00 -0000

C. Lee Smith leads Sales Fuel, a company that helps sales organizations build sales capability in talent, hiring and coaching. Lee has written several books, most recently "Sales Credibility", to help sales forces build that credibility foundation. We had a great discussion talking about how he focuses his company on client outcomes, and invests the greatest resources on clients who he can deliver outcomes to most effectively and profitably. HIs focus on profitable customers is a great one. Give it a listen.

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VC 3-013 Aric Faber, and company-wide value focus

Mon, 02 Aug 2021 11:00:00 -0000

Aric Faber heads SalesPage Technologies, a software and solutions company serving part of the financial services industry. His software competes with the likes of the big four consulting firms, down to DIY efforts by IT departments. SalesPage differentiates based upon customer focus...and Aric describes his business as "growing our clients' business by helping them understand THEIR customers better". Aric and I had a great conversation about wrapping your entire company around a customer to have expert-to-expert relationships at all levels, and how he leads an organization to superior customer outcomes.

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VC 3-012 Steve Sundberg and Customer-perceived value

Mon, 26 Jul 2021 11:00:00 -0000

Steve Sundberg leads MedTorque, a company that machines precision instruments for surgeons. One of the finest leaders I've ever met, Steve is highly attuned to pointing everyone in his company toward expanding customer-perceived value. As you can imagine, we're kindred spirits, and we had a great conversation about value, how COVID has affected his business, key employee retention, and more.

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VC 3-011 Eric Rollins: Know Your Customer to Know Your Value

Mon, 19 Jul 2021 11:00:00 -0000

Eric Rollins helps medical professionals grow their practices. Doing this, he helps them sell their now-more-valuable practices. His consulting is about helping doctors become more patient-centric, learning more about their daily lives, and helping patients see better in every aspect of their lives. This isn't selling -- or doesn't feel like it. It's being of greater service. The examples and stories Eric gives are ones we can all apply in our own businesses.

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VC 3-010 Duncan Blowers and finding all of the wins, and everyone's wins

Mon, 12 Jul 2021 11:00:00 -0000

Duncan Blowers is the Managing Director for Henkelman USA (https://www.henkelman.com/us/), who is the major producer of commercial grade vacuum sealers, used mostly in food service. Before the pandemic, Henkelman was engaged in changing hearts and minds about extending food shelf life. The pandemic shook the food industry deeply, and the same product became a solution to a much larger set of problems, which Henkelman had to become adept at articulating. In addition, they use a complex channel of manufacturers reps, distributors, and dealers who also need to articulate additional value. What a great lesson in learning the importance of finding all the wins for all the players. Thanks Duncan!

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VC 3-009 Robert Bendetti and the CFOs perspective on a Value-focused culture

Mon, 05 Jul 2021 11:00:00 -0000

Robert Bendetti is the CFO for LifeCycle Management, an engineering services firm. I was thrilled to get him on the podcast to talk about the sometimes fraught relationship between sales and the CFO, and how the two should be partners in profit. Robert shared his perspective on the difficulty of sales, but that elite salespeople create healthier businesses for both the buying and selling companies. What a great conversation!

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VC 3-008 Pete Romano of Segwick and your customer's customer.

Mon, 28 Jun 2021 11:00:00 -0000

Pete Romano (pete@segwik.com) founded Segwick to be something other than just another CRM. In fact, he consultatively helps his clients achieve success by building a solution around THEIR customer's buying process, or customer journey. Pete has staked the claim as being a pioneer in CJM, or customer journey management. This is true value focus, and I wanted to share it with you. Nobody buys a CRM for its features...OK, people who end up having failing CRM initiatives do...People buy CRM to help every one of their sales people walk a customer through a buying process. This was the aspiration of CRMs, but it has largely failed. Pete and Segwick want to change all that. Even if you aren't on the market for a CRM, listen to his focus on customer outcomes. It's powerful stuff.

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VC 3-007 Evan Dash: Designing a company around its value and corporate agility

Mon, 21 Jun 2021 11:00:00 -0000

Evan Dash and his wife Sarah founded Storebound in 2010 as the "anti-supplier" of home goods...being the vendor that solved retailer problems rather than creating them. Their Dash appliance brand is a huge success, and they've grown rapidly in a market dominated by giant firms. Their secret has been relentless focus on their consumers AND their retail partners. Oh, and incessant creativity and agility in how they respond to the many dramatic changes in their business environment. Evan and Storebound are a shining example of that value focus as the guiding principle of their business story.

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VC 3-006 Jerry Gowen and a story about dealing with "value engineering"

Mon, 14 Jun 2021 11:00:00 -0000

Repeat guest Jerry Gowen is back. This time, he's telling a story about how he dealt with a common sales situation: being called upon to assist a customer in "value engineering"....often a fig leaf for "grinding you for a price reduction". In this case, there was actually an opportunity for engineering cost out of a product, but only after winning a piece of business that his company had failed to win for seventeen years.

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VC 3-005 Bob Truxes talks about selling value as a perceived commodity

Mon, 07 Jun 2021 11:00:00 -0000

Bob Truxes runs American Liberator Aerospace, an injection molding company that sells to...well...aerospace. And over a dozen other industries. As a US company, he's always had to compete with foreign suppliers, especially in Asia; China in particular. An outsider would think that's a tough uphill battle, but Bob's company has been doing it successfully for about 15 years. The trick is adding value: delivering an outcome to a customer that a price-based competitor can't.

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VC 3-004 Mark Boundy Talks Value Focus and Season 3

Mon, 31 May 2021 19:22:00 -0000

I was struck by the similarity between the premise of my book, "Radical Value", and the ideas of Peter Drucker, who is famous for many things, including "the purpose of a business is to create a customer"...except that he went on to say some important things after that pithy gem. I wanted to share my thoughts on the rest of that quote, as well as some thoughts on famous business books of the past.. and today's business priorities and metrics. Here's a link to the article I quoted: https://www.forbes.com/2006/06/30/jack-trout-on-marketing-cx_jt_0703drucker.html?sh=3fdc64f3555c

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VC 3-003 Jerry Gowen and the Value of Reliability

Mon, 24 May 2021 11:00:00 -0000

This is the third episode with my old colleague, Jerry Gowen. He's got a lifetime's worth of value selling stories, and we focused mostly on the value of RELIABILITY. Many products or services differentiate by being more reliable in some way, but few sellers are good at selling all of the value that reliability delivers to their customers. As a result, they don't sell as successfully, or at the prices they could. Jerry's stories are pure gold, and I encourage you to listen to them.

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vc 3-002 Scott Newsome and leveraging technical innovation into market leadership.

Mon, 17 May 2021 11:00:00 -0000

Scott Newsome is the CFO and a board member at Dexwet (https://dexwet.com), an Austrian company which has patented and developed an air filtration technology that 1) operates at both high and low airflow rates that are difficult/impossible for conventional media filters to handle, 2) has much lower maintenance requirements and costs than traditional media filters. Dexwet has concentrated on markets it can easily dominate, and Scott is making sure that his entire organization is engaged in engaging every part of his customers to maximize value delivery. There are lessons here for every company.

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VC 3-001 Nathan Kievman and Value-Focused Culture.

Mon, 10 May 2021 11:00:00 -0000

Nathan Kievman runs Linked Strategies, which has grown from a LinkedIn lead gen shop to something far more valuable -- and far more successful. He's evolved his business into "Accelerating the Growth of Conscious and Transformational Companies and Individuals". To achieve that customer outcome, Linked Strategies has had to offer more services, rethink its talent strategy, and create a highly engaged culture. This is an extra-length episode, because Nate keeps dishing out insights.

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VC 2-041 Gayle Keller and I talk about Diversity and Inclusion.

Mon, 03 May 2021 11:00:00 -0000

Season two of the ValuClarity podcast featured some major executive themes, and Gayle Keller helped me cover one of the most important. Gayle has been a successful woman in a STEM-related business,..isn't it sad that she's an anomaly? Gayle is committed to helping women find their voice and their confidence. WE had a great conversation about it. Thanks, Gayle!

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VC 2-040 Dr Karen Jacobson and the importance of alignment in leadership

Mon, 26 Apr 2021 10:00:00 -0000

From the Israeli Army to running her own business, Dr. Karen Jacobson has learned leadership lessons that she shares with her clients in her leadership practice. She Aligns leaders and their teams, helping them achieve high performance. We talked about what leadership means in the post-Covid environment, and with workers of all levels. We went deeper than than the glittering generalities around what effective organizations do; we dove into the hard financial impacts that an aligned team achieves. Thanks Dr. Karen!

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VC 2-039 Kurt Shaver and I talk about virtual challenges, especially starting a sales cycle.

Mon, 19 Apr 2021 11:00:00 -0000

Kurt Shaver is with Vengreso, who helps sales teams become adept at using sales tools from THIS century (Kurt's expression). They are masters at LinkedIn and now, one-to-one video messaging. The blessing of these tools is also that they are simple and powerful. The curse of these tools is that they are so simple and powerful that it's easy to misuse them: approaching people and immediately selling. We had a great conversation about selling in the modern world. Thanks Kurt!

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VC 2-038 Jerry Gowen, revisited. An Elite Value Seller shares some stories

Mon, 12 Apr 2021 11:00:00 -0000

Jerry Gowen has retired from a career as one of the best value sellers I've ever come across. We agreed to sit him in front of a microphone to share some of his approaches to sales, punctuated by a few of his experiences in selling highly engineered products. We spent most of this episode talking about understanding the customer, doing your homework, as well as finding and developing internal advocates, This episode is not only instructive for sellers, but corporate leaders should listen to the example of the customer/project focused team.

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VC 2-037 Lee Salz and I talk differentiation.

Mon, 05 Apr 2021 11:00:00 -0000

Lee Salz is a best-selling author (check out "Sales Differentiation") and sales strategist. As kindred spirits on Sales and value, we always have great conversations, and decided to have one with the microphone turned on. Lee shared some great stories about his work with his clients on helping them differentiate how and what they sell. Thanks, Lee!

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VC 2-036 Jerry Gowen talks about selling value -- understanding your customer

Mon, 29 Mar 2021 11:00:00 -0000

Jerry Gowen is a former colleague...and one of the best salespeople I ever worked with. We'll be having a whole series of conversations together. In this first conversation, we talk about selling value, but I tried to steer the conversation to that foundational skill: understanding your customer, their world, and their business. Part of what makes Jerry a great seller is that he's also an old-school renaissance man: he reads widely and deeply on multiple topics.

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VC 2-035 Kevin Dixon and I talk about the modern complex sale.

Mon, 22 Mar 2021 11:00:00 -0000

Kevin Dixon, founder and CEO of Boxxstep (www.boxxstep.com) led sales organizations in the "high consideration B2B" space for years. Like me, he's found that buying committees have grown, and with that, decision complexity has grown -- and "no decision" has become by far the dominant competitor. In response, the average company's selling approach has become more mechanized and seller-centric: exactly the wrong approach. We had a great, wide-ranging conversation about what's needed by today's selling organizations.

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VC 2-034 Alan Brunton and the misunderstood world of sound

Mon, 15 Mar 2021 11:00:00 -0000

Alan Brunton has been an "audio guy" for decades, as a performer and more often, as a sound engineer. In his quest for understanding how humans are impacted by the sounds around us, he discovered some physiological quirks of the human aural (sound-processing) system, and founded a company whose software takes advantage of -- and improves attention and retention of -- the audio tracks you listen to. HIs company, Cymatrax, is a sponsor of the ValuClarity podcast, and we're a beneficiary of his sound processing.

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VC 2-033 Jim Hardwick and the modern world of Sales and selling

Mon, 08 Mar 2021 11:00:00 -0000

Jim Hardwick has led sales organizations for decades, and now does it as an outsourced CSO for companies in scale-up phase. He loves setting up the selling system in companies, and clients get to use a high-end skillset on a part-time basis, allowing them to ramp up more skillfully, rapidly, and scalably (is that a word?) than otherwise. Part of what makes Jim special is his mature outlook on the profession of selling, and how it is an act of servant leadership...Jim's true gift.

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VC 2-032 Steven Zylstra and I Talk about tech, the future, and his Arizona Technology Council

Mon, 01 Mar 2021 12:00:00 -0000

Steven Zylstra leads the Arizona Technology Council, a trade organization that promotes the interests of all kinds of tech companies in Arizona. The council is one of the most impactful organizations in the state. I wanted Steven's take on the future: the future of work, technology, and how tech companies go to market. It was a great conversation!

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VC 2-031 Mark Hinderliter: Leadership and Culture for 2021 and beyond.

Mon, 22 Feb 2021 11:00:00 -0000

Mark Hinderliter is a HR professional who helps corporations develop leaders and cultures that outperform. He knows that some culture types have higher growth ad profits, while others stagnate. Building those cultures requires great leadership. Mark and I talked about those issues, and how they are becoming even more important now, and will become keys to survival in the future.

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VC 2-030 Kris with WINsights and I Talk about Deepening Customer Conversations

Mon, 15 Feb 2021 11:00:00 -0000

Kris SV is the Chief Customer Success Enabler at WINsights, a company that helps sales teams elevate sales conversations by providing deep background into a customer's world. I teach sales teams to arm themselves with deep customer insights, but Kris and WINsights can do an in-depth profile as a service. We talked about the value of differentiating how you sell, and using customer insights to do it. Thanks, Kris!

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VC 2-029 Per Sjofors and I talk about pricing well.

Mon, 08 Feb 2021 11:00:00 -0000

Per Sjofors specializes in helping customers discover the optimal prices for their products and services. He uses a customer-perceived value methodology, unlike most consultants in the pricing optimization space -- who analyze historical sales data. This is a HUGE difference and a huge advantage for his clients. We talk about all of this ...and finish off with a discussion of how sales capability builds the value in the customer's mind, so sales is the key to actually realizing value-based pricing.

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VC 2-028 Gerhard Gschwandtner Shares His Thoughts on Mindset, Toolset, and Skillset

Mon, 01 Feb 2021 12:00:00 -0000

Gerhard Gschwandtner is the publisher of Selling Power magazine, and the CEO of Sales 3.0 conferences. He's been completely plugged in to the sales performance scene for decades, He and I talked about the state of sales, and how technology and tools are not improving sales performance by themselves. He is adamant that the secret to success is the right mindset, and we had a lively discussion on the topic. He also gave a coupon code for a free subscription to Selling Power magazine. Listen for that!

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VC 2-027 Steve Lishansky and I Talk About Leading a Value-Focused Organization

Mon, 25 Jan 2021 12:00:00 -0000

Steve Lishansky is one of the wisest men I know. He helps corporate leaders, and teams of leaders, make better decisions. His background includes writing a book about value-focused sales, so his leadership and decision making work aligns perfectly with my philosophy. There is no such thing as a conversation with Steve that isn't illuminating and inspiring. You must give this a listen.

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VC 2-026 Jeffrey Hayzlett and I Talk About Agility, the Future of Work, and Understanding Your Value

Mon, 18 Jan 2021 11:00:00 -0000

Jeffrey Hayzlett, former CMO of Eastman Kodak, and now the Chairman and CEO of the C-Suite Network, led his organization through a tumultuous 2020. From a primarily face-to-face events business, Jeffrey helped steer a rapid transition to virtually-delivered set of experiences to connect C-Suite executives and advisors. It involved rapid iteration and brutally honest redirection. The thing that didn't waver is the focus on the value: being the most trusted network. The conversation covered a little bit of everything besides...thanks, Jeffrey!

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VC 2-025 Bradley Hartmann and What Purchasing People Think About Sales People

Mon, 11 Jan 2021 11:00:00 -0000

Bradley Hartmann was a purchasing executive for one of the nation's largest homebuilders, and has moved into helping salespeople deal more effectively and positively with purchasing professionals. His company "Behind Your Back Sales" got its name from the idea of understanding what buyers think of sales people when they walk out the door. Bradley and I are kindred spirits, and I loved getting his perspective on selling value in a way purchasing people want to buy it.

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VC 2-024 Tom Williams and Sellers' Relationship With Purchasing/Procurement

Mon, 04 Jan 2021 12:00:00 -0000

Tom Williams has wide-ranging experience as a salesperson, sales leader, and CEO. Thus he's been on both sides of the procurement/sales relationship, and has a wealth of valuable insights. Tom and I spent some time talking about what it takes for sellers to deal effectively with procurement groups. I always enjoy time spent with Tom, and know you will learn something listening in to our conversation.

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VC 2-023 Jeroen Corthout: Differentiation and the Value-Focused Company

Mon, 28 Dec 2020 12:00:00 -0000

Jeroen Corthout is co-founder of Salesflare ( https://salesflare.com), a CRM focused on small businesses. To succeed in that crowded market, Salesflare needs to have a clear differentiation strategy -- which they do. That strategy extends to an operational practice that I found creative, simple, and effective. We talked about Salesflare's differentiation, but also how he keeps customer value front and center in the development team's mind, forming the core of his company's development and innovation strategy. I am very impressed with what he shared. I think you will be too.

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VC 2-022 David Petts and I talk About Account Management in. Siloed organizations

Mon, 21 Dec 2020 12:00:00 -0000

David Petts has been a CRO with organizations large and small, and has a strong point of view on how to overcome "silo dysfunction" in an organization. I have my own multifunctional expernience at companies of all sizes as well. We had a great conversation about how to grow customer relationships, especially those with major accounts. It was fun sharing ideas and different perspectives. Thanks David!

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VC 2-021 Rob Hartnett Leadership, Self Leadership, and Sales

Mon, 14 Dec 2020 12:00:00 -0000

Rob Hartnett has been a high performer in business, in sales, and in sport. He is a student of self-leadership, high performance, and corporate leadership. Rob and I worked together as sales performance consultants, and our conversation ranged from his leadership practice to how sales is leadership and change management. I enjoyed this conversation and hope you do too.

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VC 2-020 Jamie Baxter and How Qwick Resources Executed a Covid Shift

Mon, 07 Dec 2020 12:00:00 -0000

Jamie Baxter is a serial entrepreneur, mostly in the Human Resources tech area. His current company, Qwick, served a market in the hospitality industry...and then Covid hit. We talk about his platform, and how he re-aimed it at new markets. I also asked him to share HOW he fashions an agile, responsive company that can adapt to wild shifts in markets.

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VC 2-019 Steve Amiel: How a Sales Professional Becomes an Invaluable Resource

Mon, 30 Nov 2020 12:00:00 -0000

Steven Amiel runs a digital marketing agency, a pretty crowded market space. HIs differentiation is customer focus: this business model requires great discovery skills, strong "customer's business acumen", and innovative problem solving. Steve and I shared some of his stories about how he approached a major sales challenge...by reimagining the solution to a major customer business challenge.

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VC 2-018 Chicke Fitzgerald. How My company refocused due to COVID-19

Mon, 23 Nov 2020 12:00:00 -0000

Chicke Fitzgerald is a seasoned tech executive whose company made a product for the travel space. When Covid-19 hit the world, travel halted, and her company faced an existential challenge. With some creative thinking and a super-supportive board, she put her initial business plan on pause, and figured out how to point a powerful technology at a new set of customers. We explore what that was like, and how to take a step back from working in the business to working ON the business.

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VC 2-017 Sue Bingham: the Strategic Value of Good Management and the Future of Work

Mon, 16 Nov 2020 11:00:00 -0000

Sue Bingham and her company, HPWP, create high-performance work places. We had a great conversation about the value of her work to her clients...personally, for every employee, and financially or the company and its executives. We then talked about the workplace of the future, and the future of work in the post Covid world. I'm glad she spent the time talking with me, and am excited to share this episode with you.

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VC 2-016 Gary McGrath and I discuss engaged leadership.

Mon, 09 Nov 2020 11:00:00 -0000

Gary McGrath started a life journey studying leadership at a young age, and has been honing his skills as a leader, leadership coach, and mentor for...a long time. Gary now runs a leadership development academy for entire leadership teams at a variety of organizations. I could talk to Gary for hours about his perspective, but wanted to share this brief conversation with you.

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VC 2-015 Dan Silberberg and his take on out-of the-box leadership

Mon, 02 Nov 2020 11:00:00 -0000

Dan Silberberg has been an innovative leader of companies for decades, and has studied leadership for that entire time. He is an out-of-the-box leader, who has a track record of achieving dramatic growth...not just incremental growth. I had a great time talking with him about some of his experiences and some of the principles he tries to develop with his clients.

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VC 2-014 Shadi Ireifej and I Talk About his Well-differentiated Service, and All of the Value it Creates for an Entire Ecosystem

Mon, 26 Oct 2020 11:00:00 -0000

Shadi Ireifej is a veterinarian/entrapreneur. He's the co-founder of vettriage.com, an innovative veteranary service that helps pet owners "figure out how freaked out they need to be" when their pets have that inevitable midnight emergency. I was impressed with how he combined a few straightforward services into a highly differentiated service. I was even more impressed with how the service brings differentiated value to pets, their owners, their regular veterinarians, and even to emergency 24 hour vet clinics. Thanks for a great conversation, Shadi!

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VC 2-013 Tom Williams and I talk about what causes sales training initiatives to fail -- and what makes them shine

Mon, 19 Oct 2020 11:00:00 -0000

Tom Williams is one of those sales training and consulting experts who's carried a bag, been a VP of Sales and Marketing, and even CEO. Currently, he focuses on sales performance, which means that sales training is one of the components of most of his client engagements. He and I have both seen countless successes and failures in sales training initiatives, and Tom and I thought it would be great to go through some of our experiences -- the good, the bad, and the truly disappointing.

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VC 2-012 David Petts and I talk about Managing the End-to-end Customer Experience

Mon, 12 Oct 2020 11:00:00 -0000

David Petts has served as VP of Sales, as well as Chief Revenue Officer for companies small and large. As CRO of a Software as a Service (SaaS) provider, he's been charged with making sure the customer is sold, stays sold, and deepening the customer relationship. David is very process-oriented and a true systems thinker, and it was fun talking through his approach to company-side value focus.

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VC 2-011 Bill Higgs and I discuss the importance of a customer-value-oriented culture.

Mon, 05 Oct 2020 11:00:00 -0000

A while after Bill Higgs left the Army Rangers, he founded Mustang Engineering, an engineering services company that started out competing in the oil & gas industry, and kept growing. From the outset, Bill and his co-founders wanted to differentiate their company culture...and it worked incredibly well. We talk culture, customer value, silo-busting, company-wide customer orientation, and that "value culture eats sales methodology for breakfast".

Bill left Mustang, and the culture continues to thrive, a testament to legacy-building. Now, as author of the #1 best-selling book "Culture Code Champions" he's a globally-recognized expert on building winning cultures.

Enjoy! I sure did.

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VC 2-010 Keith Campagna and I talk about selling ALL the value...all the way through ROI.

Mon, 28 Sep 2020 11:00:00 -0000

Keith Campagna is passionate about selling value...so much so that he joined the founders of the ROI shop, where he was a client, to part of the leadership team. His company helps sellers guide conversations all the way to customer value--quantified. This behavior is what elite sellers do. The time flew by as we talked about selling value, pricing value, avoiding discounts, and avoiding the tar pit of "the dreaded ROI calculator spreadsheet". What a great conversation!

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VC 2-009 Jens Hentschel and I talk about the Purchasing/Procurement function.

Mon, 21 Sep 2020 11:00:00 -0000

B2B sales professionals and purchasing professionals....we aren't in the same tribe, are we? Over decades of working with procurement people, I've learned that they are just as serious about their role as sellers are about theirs. Jens Hentschel has been a procurement professional for decades, and now runs a consulting firm that 1) professionalizes procurement 2) teaches sales professionals how to deal with--align effectively with -- their purchasing agent. We had a great conversation about the second, which is based upon an article he wrote on LinkedIn: https://www.linkedin.com/pulse/from-your-buyer-love-dear-supplier-please-reduce-price-jens-hentschel/?trackingId=RR6GA3rLvLmPQ1qqV9OQVA%3D%3D

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VC 2-008 Steve Hollingsworth and I talk Selling Systems

Mon, 14 Sep 2020 14:18:00 -0000

Steve Hollingsworth and I are both sales performance consultants who believe in chasing customer value...so we consider each other kindred spirits. Steve's path has driven him to be relentless about analyzing and improving selling systems. I often start my engagements looking at customer value focus, where Steve is an authority in system. His engagements dig into all of the processes in sales and marketing that make up the selling system, finding gaps and weaknesses, and building a plan to fix them in order of impact. It was great to get his perspective since we both want our clients to get to the same place.

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VC 2-007 Gary White and Sales Automation in CRM

Mon, 31 Aug 2020 11:00:00 -0000

Gary White is the founder and CEO of White Springs, a UK-based, but North America-centric company who has served pretty much all of the major sales methodology (sales training) companies in the world. White Springs helps integrate the sales tools of each major methodology in each major CRM platform. As a result, Gary and his company have a unique perspective on CRM, making it work for companies, sales methodology/Intellectual property companies, and how they are differentiating today. I really enjoyed his perspective, and know you will too.

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VC 2-006 Mike Maynard and I Talk Human Capital Strategy

Mon, 24 Aug 2020 11:00:00 -0000

Mike Maynard, Mikey to his friends, runs the human capital practice for a commercial real estate consulting firm, Keyser Company. While other parts of the company deal with their clients' real estate spend, Mike's expertise is in human capital. He's passionate about identifying the secret sauce of top performers in all kinds of roles...we talked mostly about sales roles. Not only does Mike have some surprising insights on what it takes to hire a great seller, he also talks excitedly about "Talent Share" making sure a company is able to source a sufficient share of the available pool of high-potential talent.

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VC 2-005 Alvin LeBourgeois and I Talk Value in Process, Coaching, Execution, and Organizational Culture

Mon, 17 Aug 2020 11:00:00 -0000

Alvin LeBourgeois is a sales performance expert who equips growth-oriented leaders to have believable confidence in their commercial strategies. He's asked me to collaborate on some of his past client engagements, and we talk about how each of our journeys have taken us to complementary views on value, leadership, culture, and sales performance.

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VC 2-004 Stephen Shapiro: Innovation, Relevance, and the Question-asking Organization

Mon, 10 Aug 2020 10:00:00 -0000

Stephen Shapiro is a world-class speaker, but his true gift to the world is his commitment to helping organizations innovate. Innovate by asking better questions from a wider set of vantage points and perspectives. Steve defines innovation as the pursuit of relevance, or in the language of this podcast: value. Steve and I had a great conversation, sharing points of view, and I gained a lot from his.

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VC 2-003 Justin McCarthy and I Talk Sales Excellence and Continuous Improvement

Thu, 06 Aug 2020 11:00:00 -0000

Justin McCarthy has been a seller, sales leader, and sales excellence (AKA sales enablement) leader. That rich experience colors his point of view on sales performance, sales automation, sales tools, and the need to build a flexible, responsive sales system...responsive to changes in your environment from, say, a pandemic. What a great conversation with a truly servant leader.

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VC 2-002 Mark Boundy and Christine Gilroy talk about Cloud (SaaS) vs. On-Prem

Mon, 03 Aug 2020 11:00:00 -0000

Christine is a veteran of enterprise software sales, and has learned a few things about selling both on-prem and cloud-based solutions. She shares her insights and experiences in selling both. Even if you don't sell software, listen to this session. Cloud-based solutions were innovative not because of a different software architecture, but because they became about business outcomes. What a great lesson for any seller!

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VC 2-001 Season Two Pilot With Christine Gilroy

Thu, 30 Jul 2020 11:00:00 -0000

In season two of the ValuClarity podcast, we will be covering major themes of interest to company leaders and executives. Christine Gilroy will be my co-host this season, interviewing some great guests. In this episode, we discuss some of this season's big themes: The digital enterprise, the sales organization of the future, how agility is the new imperative, and corporate culture. Then, we spend a few minutes taking a short dive into one topic, diversity...not because it's the right thing to do, but because it gets business results.

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VC 040 Adam Kipnes and Strategic Planning

Mon, 27 Jul 2020 11:00:00 -0000

Adam Kipnes coaches his clients through a focused strategic planning exercise that engages all stakeholders, and develops innovative plans by asking better questions. This approach makes the plan a living document, with some contingency planning built in. In our conversation, we talked about the challenges of making a long-term plan during periods of rapid, extreme change -- specifically a global pandemic.

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VC 039 Steve Melanson: Branding, Value and Simplicity

Thu, 23 Jul 2020 10:00:00 -0000

Steve Melanson helps clients distill their differentiation down into a single, simple concept. Then, he helps them align everything in their business to that simple, clean brand promise: their graphic/media presence, marketing, operations, service...everything. He and I are kindred spirits in that regard. I really enjoyed our conversation, and of course (egotistically), how much we agree.

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VC 038 Joe Swinger: Leadership, coaching, and planning your life

Mon, 20 Jul 2020 10:00:00 -0000

Joe Swinger confesses that he used to be the "manager from hell" until he received a wake-up call from his management after the results of employee surveys. He quickly figured out that getting results from your team actually gets easier when you motivate and coach them. This revelation led him on his own journey of coaching and helping mid-career professionals figure out how they can live lives of "Vibrancy, Impact, and Purpose"...I can think of no better charter for anyone in any management/leadership role.

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VC 1- 037 Alessandro Durigon: Selling and Pricing Value

Thu, 16 Jul 2020 00:00:00 -0000

VAluClarity goes global: Alessandro Duringon joined me from his home just outside of Milan, Italy. Alessandro is a sales leader with experience in a variety of technology product companies. We talked about selling value, and how small-seeming differentiation can lead to selling success, even earning a price premium.

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VC 1-036 Tim Rethlake: Sales Excellence and Change

Mon, 13 Jul 2020 11:00:00 -0000

Tim Rethlake is leads sales team training for the world's largest fireplace and hearth company. He shares his wisdom extensively on social media, in clever, pithy posts. Tim and I talked about differentiation, value, and how sales organizations adapt to change. I always enjoy spending time with Tim, and hope enjoy this conversation.

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VC 035 Bob Pizzini: Self-leadership, Team leadership, and Life-long learning.

Thu, 09 Jul 2020 11:00:00 -0000

Bob Pizzini enlisted in the navy, ultimately becoming an Explosive Ordinance Disposal (EOD) specialist. Upon leaving the service, he had to learn to lead young people who had not benefitted from the US military's extensive leadership training infrastructure. Through some trying times, he's developed his own style of leadership that starts with a heavy dose of self-management, then goes on to team management. I love what he has to say about all of it.

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VC 034 Aneesh Chaudry: Integrating Eastern and Western Healing Traditions to create something completely different

Mon, 06 Jul 2020 11:00:00 -0000

I often coach my clients that sometimes you can achieve high-value uniqueness by being the only one to combine two familiar (not-well-differentiated) ones. Aneesh Chaudry has created a business that differentiates by Integrating two well-known disciplines into a unique new one: A creative differentiation method. By integrating eastern and western healing traditions, a high-value, different service was created. While I am personally interested in integrative medicine, there are some value and differentiation lessons to be learned from Aneesh.

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VC 033 Mike Skrypnek: Grow your Clients, Get, and Give.

Thu, 02 Jul 2020 11:00:00 -0000

Mike Skrypnek found himself at a crossroads after the crash of 2008, and took advantage of an opportunity to reimagine his business, his life, and his career. He dove into hundreds of hours of self-examination, guided by experts in the field, and developed his own "Grow, Get, Give" ethos, where companies grow through customer value focus, and share that success philanthropically. We talk about it in a great interview which has some powerful parallels to any business or sales person.

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VC 1-032 George Brontén: CRM, Customer Buying Decisions, and Coaching out the Simple Mistake

Mon, 29 Jun 2020 11:00:00 -0000

George Brontén: is a thought leader, author, and the CEO of a CRM company who finds that CRMs often don't do what they should. We talk about what sales leaders should be getting their teams to do instead of logging activities, about the importance of coaching (not managing) and his book, which helps sales people -- and the coaches coaching them -- avoid those simple mistakes that are high-frequency deal-killers.

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VC 1-031 Tricia Benn Hosts Special Guest Mark Boundy

Thu, 25 Jun 2020 00:00:00 -0000

Tricia Benn, Executive VP with the C-Suite Network serves as the guest host for this episode. She interviews Mark Boundy as the guest. We talk about the vision of a value-focused organization, and some of the tools we use with clients to help simplify and clarify that process.

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VC 030 Bryan Wright: Communicating Value Through Video

Mon, 22 Jun 2020 11:00:00 -0000

Bryan Wright is a video master, who has run state-of-the-art video production departments for major silicon valley firms, and now does it as his business. Video has become a key tool for companies to communicate their value...and like any tool, can be used expertly or incompetently (and anywhere in between). We discuss how to communicate value, brand, etc.

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VC 029 Dr. Rachel MK Headly: Culture, Leadership, and Change

Thu, 18 Jun 2020 11:00:00 -0000

Dr. Rachel MK Headly -- author, scientist, and speaker and I talk about leading change, including an introduction to her approach to understanding how the people on your team want to work with each other. Knowing this allows a team to figure out why they drive each other crazy even though they know why they need each other....and how to break the cycle of dysfunctional teams.

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VC 1-028 Steve Sundberg and I Talk About Company-wide Value Focus

Mon, 15 Jun 2020 11:00:00 -0000

I met Steve Sundberg when he was a global sales leader of over 150 customer-facing professionals...the most value-conscious sales force I've ever encountered. Since then, he's led or owned several small-to-medium sized contract manufacturers, and has grown them by making sure that the entire company knows how their role contributes to customer value. He's living proof that de-siloing by putting customer value (not simply "the customer") in everyone's sights makes everyone more successful.

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VC 1-027 Martyn Lewis and I talk about the customer's journey

Thu, 11 Jun 2020 11:00:00 -0000

Martyn Lewis focuses his client engagements around their customers' journey. He helps sales forces design their process around a customer buying, which ultimately results in more revenue. His book, "How Customers Buy...and Why they Don't" distills what he does nicely. We talk about what it means to help customers buy...a great conversation

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VC 1-026 Cristina DiGiacomo: Asking the right questions with the help of Philosophy

Mon, 08 Jun 2020 11:00:00 -0000

Cristina DiGiacomo helps business leaders seek greater wisdom. Using the thoughts of history's greatest thinkers, she brings fresh, brilliant perspectives to the most modern problems, but using the world's giant minds to help ask the right questions. I love talking with Cristina, and thought I'd have a conversation with her in front of a microphone. I think you'll enjoy it.

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VC 025 Arjun Sen: Value and Brand

Thu, 04 Jun 2020 14:00:00 -0000

Arjun Sen has consulted with a who's who of consumer brands, and continues to advise executives at major brands on strategy. We talk about value in the consumer space, some of the differences vis-a-vis business-to-business marketing and sales...and the even stronger parallels.

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VC 024 Greg Williams, on Negotiation and Body Language.

Mon, 01 Jun 2020 08:59:00 -0000

Greg Williams, the Master Negotiator, is a noted speaker and trainer on body language and negotiation. We agreed that tough negotiations in sales often means that the selling organization failed to build sufficient value early in the customer's buying process...but that negotiation skills, including an understanding of your counterpart's body language, is often a key skillset.

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VC 023 David Newman: Selling Yourself First, then Your Value to Achieve the Right Prices

Mon, 18 May 2020 12:00:00 -0000

David Newman is the Author of "Do It! Marketing" and more recently "Do It! Speaking". He helps professional speakers (independents and executives who speak as part of their jobs) grow in all aspects of the business, especially marketing and selling this very intangible service. We talk about the process of building personal credibility and brand to build value that deserves the prices you need.

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VC 1-022 Christine Gilroy: Selling Customer Outcomes: Selling Value

Thu, 14 May 2020 11:00:00 -0000

Christine Gilroy has been a sales leader selling sales performance technology for many years. She's sold CRM and bought all kinds of sales training and technology. Through it all, she's seen that the differentiator isn't more/cooler tech, it's selling customer outcomes...She is adamant that tools that help sellers do that are what sales leaders really need, now more than ever.

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VC 021 C.Lee Smith talks Hiring Great Talent, Coaching, and Toxic Employees

Mon, 11 May 2020 12:00:00 -0000

Lee Smith, founder and CEO of SalesFuel talks about his specialties: hiring great people, coaching them well, and dealing with the different toxic employee types. His book "Hire Smarter, Sell More" captures his learning and his company's special sauce in helping their clients become more successful in selling.

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VC 020 Kak Varley and I Discuss Sales

Fri, 08 May 2020 12:00:00 -0000

Kak Varley is a highly experienced sales professional and sales leader. We talk about the essence of sales and value: The company's value to the salesperson, the salesperson's value to the company, the value of the company's products/services to customers.

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VC 1-019 Rich Blakeman. Talking Sales and Discovery

Mon, 04 May 2020 14:00:00 -0000

Rich Blakeman is the sales leader's leader. He's personally grown and led sales forces, and has helped clients transform their sales forces. His experience with sellers covers a broad range of industries, and he's successfully gone deep into sales organizations to build sales excellence. We talk about how nothing moves without great discovery: understanding the customer, their world, and their aspirations.

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VC 018 Holly Duckworth: Customer-Centricity via Mindfulness in Sales

Mon, 27 Apr 2020 00:00:00 -0000

Holly Duckworth is an accomplished speaker and mindfulness practitioner. Her most recent book, "Sell More, Stress Less" is a guidebook with 52 weekly affirmations on mindfulness in sales. We talk about mindfulness and intention to be of value to your customer/client is foundational to performing discovery in a truly customer-centric way. THAT enables sellers to uncover value gaps and to co-create innovative solutions with clients.

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VC 017 Valerie Bertrand; Wealth, and Understanding Your Customer.

Thu, 23 Apr 2020 00:00:00 -0000

Valerie Bertrand consults on wealth and investments, but that's the tip of the iceberg that is her offer. She dives deep into clients' motivations, desires, and mental blocks to help them realize true wealth. What she does feels like so much more than your run-of-the-mill investment advisor, and also much more than a counselor....by combining a unique blend of two pretty standard professions, she has developed a highly differentiated, highly valuable service. We talk about that, and how significant her discovery and differentiation is in her business.

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VC 016 Tricia Benn and Community

Mon, 20 Apr 2020 13:34:02 -0000

Tricia Benn of the C-Suite Network talks about her work with the C-Suite Network and that organizations Hero Club. Tricia is in charge of building strong communities of business leaders. We talk about "the 5 Keeps for right now": Keep customers engaged , Keep employees focused keep cash flowing , Keep showing Continuity, Keep your spirits up.

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VC 1-015 Steve Lishansky and Selling Value

Thu, 16 Apr 2020 00:00:00 -0000

Steve Lishansky and I are kindred spirits. Like me, he helps organizations transition from sales forces to teams of trusted business consultants. We talk about understanding the outcomes beyond what a customer knows to ask for. Steve says that "the ability to facilitate [customer] clarity about what is most important to them is the ultimate differentiator".

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VC 014 David Veech and Leadership

Mon, 13 Apr 2020 00:00:00 -0000

David Veech knows leadership, from his time in the armed forces, to being a leadership coach, trainer, and facilitator. We talk about his work, about creating meaning for people, about aligning everyone in the organization around customer value.

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VC 013 Tina Greenbaum, and Mastery Under Pressure

Mon, 06 Apr 2020 20:31:00 -0000

Tina Greenbaum is a psychotherapist with a "performance under pressure" practice. Her clients include top athletes and executives. She comes onto the ValuClarity Podcast to discuss how every sales professional in the world could stand to increase their window of stress tolerance.

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VC 012: Kerri Salls: Building Business Value by Focusing on Customer Value

Thu, 02 Apr 2020 08:00:00 -0000

Kerri Salls, best-selling author of Multiply Your Business Value in 3 Steps, specializes in helping clients grow the value of their businesses. She starts with internal value: people, process and values that operationalize best practices into a business. This results in increased external value: value to a buyer of the business.

We also discussed what this means in the context of the current COVID-19 (at least when we recorded this episode), and how the lockdown exposes the truly important in our businesses...what may have been a back-burner initiative is now critical.

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VC 011: Darrell Amy -- Aligning Sales and Marketing Around Value

Mon, 30 Mar 2020 08:00:00 -0000

Darrell Amy, Author of the upcoming book, "Revenue Growth Engine" and I talk about putting customer value at the center of Sales and Marketing Alignment. Rather than settling inter-department disputes in favor of either sales or marketing, the "winner" should always be customer value focus.

Darrell believes that value (and articulating it in the form of messaging and then dialogue) is the fuel of the sales and marketing engine. Your technology stack, processes, playbooks might be great engine components, but without value....they amount to a powerful engine without anything to power it.

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VC 010 Lisa Levy and Adaptive Transformation

Mon, 23 Mar 2020 00:00:00 -0000

Times have made this episode's topic more important than ever.

Lisa Levy has combined project management with change management...with continuous improvement disciplines to help her clients build a critical business capability: corporate agility. She calls it Adaptive Transformation, and is about to launch a book...to go with her successful consulting practice, LCubed Consulting.

We talk about the general need for corporate agility, but go into applying it to quarantines, working virtually, and tease the most important thing you can do: understand your customer value -- then build your strategy and processes around that.

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VC 009 Book Launch Interview with Kelly Cordes, WJON.com (Townsquare Media St Cloud, MN)

Mon, 16 Mar 2020 00:00:00 -0000

I'm the guest on this episode, interviewed by Kelly Cordes in Minneapolis. We go through why I wrote the book, and a thumbnail of what's in it.

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VC 1-008 Bill Higgs: Talking Culture and Value Culture.

Mon, 09 Mar 2020 00:00:00 -0000

Bill Higgs, former Ranger and founder of Mustang Engineering, talks two sides of the same coin: leadership and culture. We discuss his experience with culture, his seven step process for building a culture (from his book, Culture Code Champions), that customer value is the reason business exists, and the importance of using customer value as your "where" alongside your leadership/culture "how".

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VC 1-007 Mark Stiving discusses Value-based pricing

Mon, 02 Mar 2020 00:00:00 -0000

Mark Stiving of Impact Pricing and the Impact Pricing podcast and I talk about value-based pricing. We agree on how important it is for sales, marketing, and product management organization to have a coordinated approach to building value in the customer's mind, so that a value-based price is possible

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VC 006 Customer Experience: Jacqueline Jasionowski

Mon, 24 Feb 2020 00:00:00 -0000

We talk about how customer value and customer experience are intertwined. I ask JJ to react to my customer experience classification system.

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VC 1-005 Stories, Culture, and Value: Michael Houlihan and Bonnie Harvey

Mon, 17 Feb 2020 00:00:00 -0000

Stories are getting big in the sales world...but why, and how can you get those benefits? And what else can you use stories for. Bonnie Harvey and Michael Houlihan built Barefoot wines into the world's largest wine brand, by building a culture focusing everyone at Barefoot on value; on the customer. They have started a venture focusing on using the best in storytelling to help companies build the right culture.

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VC 004 Saving Siloed Customers from Themselves

Mon, 10 Feb 2020 00:00:00 -0000

Companies have formed silos to help them perform their operations more efficiently and effectively, but that siloed structure often fails organizations trying to execute major buying decisions. Sales organizations need to be effective guides, saving their prospects from their own dysfunctions.

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VC 003 Value Propositions, Value Messaging, and Value Networks

Mon, 03 Feb 2020 00:00:00 -0000

Value propositions are a monolithic statement in a world that requires personalization.

Value messaging is telling, not selling.

Value networks help companies build a suite of value hypotheses tuned to individual buying personas

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VC 002: Five Myths About Price And Discounting

Mon, 27 Jan 2020 00:00:00 -0000

Myth 1: Price should be calcuated from your costs

Myth 2: Dropping price will increase demand

Myth 3: Price is just another feature

Myth 4: You can "Make it Up On Volume"

Myth 5: There's Such a Thing as Limited-time Discount

Bonus Myth 6: When a Customer Says "Your Price is Too High", believe it.

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VC 001: Introductory Episode. Defining Value.

Mon, 20 Jan 2020 00:00:00 -0000

Our First Episode! What the ValuClarity Podcast is all about, and why we're here. First order of business: define value...the same as customer-perceived value, because value doesn't come in any other flavors.

Special thanks to Craig Theorin for the theme music: The Know Value Blues.

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