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Here's a list of old episodes in date order! There have been some great conversations so feel free to binge them all!
April Dunford is a world-renowned expert in product positioning who wrote the bestselling "Obviously Awesome" to help us all nail our product positioning. She then realised that companies were having trouble translating this positioning into a sales pitch that worked in the field, so she's back now with "Sales Pitch", a step-by-step process to craft a winning pitch. We spoke about the story behind the book and some of the themes within it.
There hasn't been a standard sales pitch approach since forever and, most of the time, it seems that companies just hand the same document down from sales rep to sales rep without ever really considering what it says, or even who owns it. But, there's a method to create one that wins.
It's really important to move beyond just a big list of features with some marketing slides at the front and back, and have a sales deck that tells a story about your differentiated value, your view on the market, and why you are uniquely positioned to solve the problems that market has.
You need to organise your product demos around your differentiated value and take prospects on a journey rather than clicking through every single button and tab in the product. You need to show them why the features you have matter, not just that you have them.
It's natural to want to talk about yourself, and not mention your competitors at all. But, if you don't position yourself against your competitors then you allow your competitors to position themselves against you. Prospects want help navigating alternatives, and that means not just concentrating on yourself.
Again, it's natural to try to avoid calling out perceived weaknesses in your product, but good salespeople already handle these in the field. It's worth getting ahead of these objections so you can answer them upfront because prospects aren't always going to mention them explicitly.
"World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market. Using a simple step-by-step method and compelling case stories, the author of Obviously Awesome guides you through a solid sales pitch structure that helps customers make confident buying decisions, while positioning you to clearly win in the market."
Check it out on Amazon.
"You know your product is awesome — but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn’t a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, will enlighten you."
Check it out on Amazon.