The Rainmaking Podcast TRP 42: Why Price Shouldn’t be One of Your Offering’s Features with Mark Boundy
In this episode of The Rainmaking Podcast, host Scott Love speaks with Mark Boundy, sales consultant and author of Radical Value, about how professionals can shift the focus from pricing to outcomes in their client conversations. Mark explains that buyers don’t purchase services—they purchase the results those services deliver. He urges professionals to stop viewing price as just another feature and instead position it as the counterbalance to the outcomes they help clients achieve.
Mark emphasizes that the best rainmakers ask insightful, outcome-oriented questions that uncover what clients truly value—whether it’s financial gain, risk reduction, or career protection. He explains how to quantify those outcomes in the client’s own terms, making your fees easier to justify and harder to compare. Professionals who co-create value through deep listening and smart questioning, he argues, can win more business at higher margins without relying on discounts. This episode is packed with strategic insights for anyone who wants to sell on value instead of price.
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Boundy has grown businesses in a variety of industries by virtue of his relentless focus on uncovering customer value and delivering high-value results.While at W.L. Gore & Associates, Mark began weaving a focus on customer value into Miller Heiman’s complex selling methodologies. This combination grew one of that company’s most competition-threatened products by twenty percent/year…every year…while increasing margins and profits. At Lucent Technologies, Mark applied his customer-value approach; pivoting the world’s first carrier-class VoIP product away from a cost-saving to a platform for delivering applications which had never existed: virtual call centers, virtual office presence — even the first product roadmap for Unified Communications platforms, and being awarded a patent for a multimedia conferencing. Switching to Commercial Finance, he ultimately found his way to GE Capital. Instead of simply selling money–the ultimate commodity, Mark learned each customer’s businesses, in order to deliver unique value to each, with decidedly non-commodity pricing. Mark’s client portfolio was in the top 5% in top-line revenue, while also in the top 5% for profitability.
Links for show notes:
Mark Boundy’s Youtube video channel: https://www.youtube.com/channel/UC5-8m00Dx86FTBu9lTEYIGQ?view_as=subscriber
https://www.linkedin.com/in/markboundy/
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