On this episode of the Formula Podcast, Trevor Carlson sits down with his good friend and mentor, Handrail's Mat Winegarden.Mat is brilliant when it comes to understanding a customer's journey through sales or using a product. He shares lessons from his career to leave you with some advice to level up your understanding of your customers.Mat and Trevor discuss:-How to discover customer's needs-The challenge phase… what is it?-What do you do when you don’t hear what you want to hear?-How many times do you have to hear something before you see a pattern?-The Confidence interval-Starting off in sales and the developing relationship of behavioral science-How he's a college dropout -Why low pressure sales - not high pressure-Understanding the core value a person is looking for-Selling benefit delivery method-The tolerance of risk-Be careful with the information your customers give you-Why you shoudln't get in analysis paralysis-Figuring out your minimal viable test-Understanding where your customers are coming from-What are the unicorns of business-Understanding yourself-His early life… retold-Mat’s daily routineMat's book recommendation: What Dreams May Come http://amzn.to/2icytyrFollow Handrail - http://handrailux.com/https://twitter.com/HandrailUXContact Mat - https://www.linkedin.com/in/matw1/This episode was produced by Helixacademy.coFollow Helix Academy on Facebook: www.facebook.com/helixacademy/Music provided by Moods: open.spotify.com/artist/14uVJsPC4DByeuD0cq36eziTunes link: coming soon

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