Positioning with April Dunford19 Okt 2023

How to Manage a Big Positioning Change

I get asked a lot by people about today’s topic on how to manage a positioning change within an organization. It applies to big and small companies and even those going through acquisitions.

In today’s episode, I cover:

The times when your positioning might change
How to figure out the frequency of assessing your positioning
The complexities of changing your positioning after an acquisition
How to test your new sales pitch after you change your positioning
And more

I also want to mention my new book, Sales Pitch, is out!

If you’d like to learn more or order a copy, you can go to https://www.aprildunford.com/books

—

If You Want To Skip Ahead:

(00:00) I launched my book and today’s topic

(01:25) What happens when your positioning changes and specific examples

(07:40) The unplanned reasons for why your positioning might change and how to check it

(12:02) If you need to change your positioning, what you should do

(15:10) How to be careful testing your new sales pitch

(17:19) Why acquisitions require more work

(24:51) The funniest thing I learned from going through 6 acquisitions

(26:45) A few updates from me

—

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

—

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

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(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 Mars 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 Mars 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