April Dunford

Guest: April Dunford - Author of "Sales Pitch." April is a renowned expert in product positioning with over 25 years of experience as a VP of marketing and advisor to companies like Google and Epic Games. She is also the author of the bestselling book "Obviously Awesome." Key Takeaways: Understand Buyer Indecision: 40-60% of B2B purchase processes end in no decision, often due to buyers' fear of making a wrong choice. Help them make confident decisions by providing a clear market perspective. Sales Pitch Framework: Start with an insight into the market, discuss alternative solutions, and define the characteristics of a perfect solution before introducing your product and its differentiated value. Teach Buyers How to Buy: Educate potential customers on the market landscape and help them understand the criteria for making a good decision, reducing their stress and indecision. Involve Sales in Pitch Development: Ensure sales teams are involved in creating the pitch to increase adoption and effectiveness. Test the pitch with top sales reps and iterate based on feedback. Calm Confidence in Positioning: Be honest about your competition and focus on your unique strengths. This builds trust and helps guide customers to the right decision for their needs. Topics Covered: Sales pitch framework, buyer indecision, differentiated value, market insights, sales and marketing alignment, category creation, positioning, objection handling, teaching customers how to buy.

In this episode, April Dunford, a leading authority on product positioning and author of 'Sales Pitch,' discusses effective strategies for pitching and selling products. She shares insights from her extensive experience in marketing and emphasizes the importance of storytelling in sales pitches, aiming to help listeners improve their sales techniques.