Positioning with April Dunford

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

Jun 29, 2023

31:43

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Quick takeaways

Differentiated value is crucial for winning over competitors by highlighting unique benefits.

Understanding and proving value to customers is essential for successful sales and messaging.

Deep dives

Value: The Most Important Concept in Marketing and Sales

Value is highlighted as the cornerstone of marketing and sales, often misunderstood but crucial for success. Value is defined as the impact a product's features or capabilities have on a customer's business. An illustrative story from JANA Systems showcases the significance of understanding and communicating value, leading to a breakthrough in sales with a unique feature that resonated with investment bankers.

Finding the Sweet Spot: Balancing Features and Value

03:05

Best Fit Customer

01:58

How a Unique Feature Secured Deals with Investment Banks

01:22

Introduction

4min

The Importance of Good Luck in Sales

2min

The Value of Relationships in Investment Banking

3min

The Importance of Value in a Sales Situation

4min

How to Differentiate Your Products and Services From the Competition

2min

The Pursuit of Value

2min

How to Find the Balance Between Features and Value

2min

How to Prove Value in a Sales Situation

2min

The Importance of Value in Marketing and Sales

3min

10.

The Importance of Differentiated Value

2min

11.

The Importance of Differentiated Value

2min

12.

How to Make a Good Sales Pitch

2min

In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features and value, and I'll share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inform successful messaging that resonates with your customers. Lastly, I'll give you a sneak peek of my upcoming book on sales pitches.

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In This Episode, I Cover:

(00:00) Welcome to the Positioning Show

(00:15) Defining value

(01:14) A story about Janna Systems and their biggest competitor, Siebel Systems

(04:19) How one sales rep changes everything

(07:35) How Janna Systems shifted their positioning and won over Siebel Systems

(08:34) Customers don’t care about your features

(10:28) Value vs. differentiated value and what really matters

(13:15) Value buckets

(14:06) Why value is hard to understand

(16:06) Helping customers translate value on their own