Positioning with April Dunford5 Okt 2023

Master the Art of Selling With My New Book

My next book, Sales Pitch, is finally out! I’ve been working on this project for quite some time now and am beyond excited to share it with you all!

If you’d like to support me and purchase the book, visit https://www.aprildunford.com/books to learn more. I’ve also included a free workbook on that page as well.

Since my book came out this week, I figured today’s episode should be about why I wrote this book. I certainly didn’t start my career thinking I would end up helping so many businesses with their sales pitch, but here we are.

In today’s episode, you’ll learn:

My exact sales pitch structure
How I adjusted my structure after my time at IBM
What it means to start with a market insight
Why you never talk about features in the first sales call
And so much more

Thank you again for supporting this podcast, my two books, and the other content I put out.

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If you want to skip ahead:

(00:00) Book launch week

(00:57) My background in positioning and creating the sales pitch

(07:25) IBM’s sales pitch structure

(13:30) How April changed her approach after IBM

(19:15) Why I got into sales pitches

(24:45) My sales pitch structure

(29:47) The book is here and how to get templates with the book

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

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Referenced:

Corporate Executive Board: https://en.wikipedia.org/wiki/CEB_Inc.

The Challenger Sale: https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355

The JOLT Effect: https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102

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Production and marketing by https://penname.co/

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Episoder(48)

Post Positioning - Testing and Execution

In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conve...

2 Apr 25min

New Thinking on Market Categories

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down h...

19 Mar 24min

A New Chapter on Differentiated Value

In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use ...

5 Mar 22min

Competition in a Positioning Exercise

In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunder...

19 Feb 29min

Preparing for a Positioning Exercise

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positio...

5 Feb 27min

Decisions to Make Before a Positioning Exercise

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning...

22 Jan 27min

Positioning, Value, and Objection Handling

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tai...

27 Feb 202525min

How to Turn a Competitor's Strength into a Weakness

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can do...

13 Feb 202529min