In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face when they encounter unfamiliar products. I also tell a personal story about buying a toilet, and share an encounter with a skillful toilet salesman who taught me invaluable lessons about guiding customers.

—

In This Episode, I Cover:

(00:00) Welcome to the Positioning Show

(00:15) Today’s topic: How to take your positioning and translate it into a sales narrative

(00:50) The right way to test your positioning

(03:00) Why I didn’t cover sales pitches in my book, Obviously Awesome

(05:09) Why positioning often fails the jump from marketing to sales

(06:26) Why product walkthroughs fall short

(07:18) How to build a great sales pitch

(08:20) Buying is hard

(09:30) A story about the time I had to buy a toilet

(13:34) Takeaways from my toilet search, and how it relates to buyers

(14:21) How a typical software transaction goes

(16:14) The product walkthrough from the buyer's perspective

(17:12) What happens when the buyer gets overwhelmed

(18:49) How a toilet salesman sold me on a toilet

(22:54) What we’ve been taught in sales, and whether or not you should follow that advice

(24:39) If you want to do a fantastic job of selling, you need to become a guide

(25:49) What our positioning describes

(26:10) What to expect in my next episode

—

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

—

Referenced:

• Obviously Awesome: https://www.aprildunford.com/books

—

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