Positioning, Value, and Objection Handling

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Feb 27, 2025

Dive into the critical difference between positioning your product's value and effectively handling objections. Learn why understanding buyer personas is key to crafting tailored messaging that resonates with champions in B2B deals. Discover how to turn customer frustrations into competitive advantages and why focusing on value can enhance sales success. Explore the pivotal role of objections from non-buying stakeholders and how anticipation and strategic handling can differentiate your product in a crowded market.

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INSIGHT

Value vs. Objection Handling

Value drives purchasing decisions.
Objection handling removes blockers, but isn't the primary purchase driver.

ADVICE

Turning Features into Value

Translate features into value by asking "so what?"
Focus on 1-3 core value themes for better customer recall.

ADVICE

Identifying Objections

Differentiate between value and objection handling.
Great support and easy onboarding are important but often address objections, not core value.

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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 tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions.

You will learn:

(00:00) Why Value and Objection Handling Aren’t the Same

* Value drives purchase decisions, while objection handling removes potential blockers.

* Focusing on core value themes helps customers remember what sets your product apart.

(04:56) Turning Features into Meaningful Value

* Product capabilities only matter when translated into business outcomes customers care about.

* Asking “so what?” ensures features connect to tangible benefits.

(07:24) Objections: Identifying, Anticipating, and Handling Them

* Objections often arise from non-buying stakeholders like IT, legal, and end users.

* Objection handling should occur after establishing value, not before.

(14:18) Understanding the Roles in a B2B Buying Committee

* Champions push deals forward, while other personas can stall or block decisions.

* Equipping champions to navigate internal objections increases deal success rates.

(20:49) When Objection Handling Becomes a Value Driver

* Poor competitor performance can turn typical objections into selling points.

* Listening to customer frustrations reveals opportunities for repositioning.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

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Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

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

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx

Subscribe on Spotify: https://spoti.fi/4aqyDqI

Subscribe on YouTube: https://www.youtube.com/@positioningshow

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com