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.
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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
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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:
• Obviously Awesome: https://www.aprildunford.com/books
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Production and marketing by https://penname.co/
Positioning with April Dunford