Did you know that 40-60% of B2B software purchases end in no decision?
Oftentimes, buyers let the deal go because they can't figure out how to confidently make a decision—they’re more worried about messing up than they are about missing out. And we can do better.
Enter April Dunford, best-selling author, founder at Ambient Strategies, and Queen of Positioning sits down with our host, Rowan Noronha to to recap her core tenets of successful positioning and share tangible insights from her latest book, Sales Pitch.
April shares how well-defined positioning can be a powerful efficiency tool for B2B companies because positioning means focus, and focus avoids waste. But positioning alone is not going to ensure your success in 2023 and beyond. You need a second tool to drive growth efficiency—a sales pitch. If positioning is your tool for efficient acquisition and go-to-market, a sales pitch is your tool to drive velocity. April masterfully shares how to transform your positioning into a sales pitch guaranteed to put your best foot forward.
In this episode, you’ll learn:
- The 5 key components of positioning and how they correlate to your sales pitch.
- How to craft a successful sales pitch (based on your positioning) in 8 steps.
- Why you should always start your sales pitch with your insight into the market.
Jump into the conversation:
(01:00) Why Do We Need Better Positioning?
(06:30) 5 Key Components of Positioning
(13:00) Creating a Sales Pitch Based on Insight & Value
(20:00) 8 Components of A Successful Sales Pitch
(45:000 How to Test Your New Sales Pitch
So join us as April Dunford shares her insights on developing a well-structured sales pitch that aligns with the company's positioning, testing and iterating the pitch, and achieving alignment between marketing and sales. A must-listen for product marketers and B2B CMOs looking to improve their positioning and sales strategies.
Connect with April: https://www.linkedin.com/in/aprildunford/
Order her book, Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021/ref=sr_1_1?crid=1BBS4444TKYE9&keywords=april+dunford&qid=1695046839&sprefix=april+dunford%2Caps%2C106&sr=8-1
Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/
Product Marketing Community: https://www.productmarketingcommunity.co/
Presented by Pavillion https://www.joinpavilion.com/
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The Marchitect 