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Positioning with April Dunford
Master the Art of Selling With My New Book
Oct 5, 2023
The podcast discusses the release of the host's new book, "Sales Pitch," and the importance of aligning sales pitch with positioning. It explores how IBM adopted a sales strategy influenced by "The Challenger Sale" and the effectiveness of a challenge sales pitch structure. The speaker shares their strategy for selling the product Data Mirror and discusses their search for a reliable sales pitch structure.
34:52
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Quick takeaways
- Without a strong sales pitch, the positioning message fails to reach the sales team, leading to ineffective communication with potential customers.
- April Dunford's sales pitch structure consists of two main sections: setup and follow-through, which aim to capture customer attention, present the company's unique value proposition, and outline the next steps in the sales process.
Deep dives
The importance of translating positioning into a sales pitch
April Dunford shares her background as a positioning consultant and her experience working with high-growth tech companies. She emphasizes the need to not only create a positioning strategy but also to translate it into a sales pitch. Without a strong sales pitch, the positioning message fails to reach the sales team, leading to ineffective communication with potential customers. Dunford highlights the challenges faced when sales teams rely on outdated or generic sales pitches, and how the inclusion of a sales pitch in the positioning exercise can unlock valuable insights for both sales and marketing teams.
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Listen to the best highlights from the podcasts you love and dive into the full episode