Customer-perceived value drives all commercial activity, from deciding to click a link, to accepting a requested sales appointment, all the way to the final buying decision. We discuss uncovering value, developing value in a customer’s mind, selling value, and pricing to that value. Value Focus is a whole-company effort: Connect everyone in your organization to their role in creating and delivering customer value — in order to elevate your company’s performance…and your people’s careers.
ValuClarity
100 Episodes Available
Episode 28
VC 3-029 Barry Neal and Selling Fun at House of Flavors
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/custom...
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Episode 37
VC 3-037 Marcus Cauchi and selling value
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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Episode 27
VC 3-027 Garry Ridge: Customer experiences, and building a culture that delivers them.
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 crea...
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Episode 26
VC 3-026 Chris Kneeland and Creating Cult Brands
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 departmen...
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Episode 25
VC 3-25 Ian Bower and Using Graphics to Communicate Your Value
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...
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Episode 24
VC 3-024 Eric Miller and Adding Value to your Customer's world.
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 m...
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Episode 1
VC 3-038 Tom Williams and Procurement
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...
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Episode 40
VC 3-040 Jose Palomino and I talk about differentiation
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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Episode 23
VC 3-023 Adrian Walker and Customer-focused differentiation at BoatAffair.
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 atten...
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Episode 22
VC 3-022 Scott Jordan, Pocket Science, and Keeping an Eagle Eye on Your Customer Experience
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 ...
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