Positioning with April Dunford

Mapping Positioning to a Story Using Insight

Sep 21, 2023

Learn how to effectively position your sales pitch by starting with a unique insight about the market. Understand why it's crucial to emphasize the differentiated value of your product or service. Discover the significance of starting with insight in marketing campaigns and how it leads to natural discovery conversations. Explore how the storytelling arc can be used in various marketing activities to effectively communicate a message.

24:11

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Quick takeaways

Starting a sales pitch with a unique market insight differentiates us from competitors and guides the conversation towards our unique value proposition.

Starting a sales pitch without establishing the context or differentiating value can burden the customer and fail to highlight our unique insight and value.

Deep dives

Starting with Insight: Framing the Conversation

A key part of effective sales pitches is starting with a unique market insight. By framing the conversation with our point of view on the market, we differentiate ourselves from competitors. Starting with insight helps orient the prospect towards our unique value proposition, rather than just jumping into a product walkthrough. This approach allows us to guide the conversation and highlight the specific ways our product solves the customer's problem. It also provides a natural transition to have a discovery conversation and showcase our expertise. By starting with insight, we contextualize our differentiated value and establish the value proposition for the customer.

Effective Sales Pitch Strategy

01:19

Start with Your Insight

00:34

Introduction

2min

Effective Sales Pitches: Orienting Prospects towards Differentiated Value

2min

Starting a Sales Pitch with Unique Insights and Differentiation

10min

The Importance of Starting with Insight in Marketing Campaigns

7min

Using the Storytelling Arc in Various Marketing Activities

2min

Today, I explore how to position your sales pitch storytelling arch. You’ll learn:

What people get wrong when starting their sales pitch
How not to start a sales pitch
Why you should start your sales pitch with an insight that is unique to your company
How to structure your sales pitch storytelling arch

Don’t forget you can now pre-order my next book, Sales Pitch, on Amazon! If you’ve enjoyed the content I’ve been sharing, this is the most wonderful way for you to show your support. I sincerely appreciate it!

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If you want to skip ahead:

(00:00) Today’s topic and book announcement

(01:52) The initial sales pitch

(04:30) Sales discovery

(07:38) Starting with the problem

(09:18) Change in the world

(12:00) How to start your sales pitch

(16:20) Leading with expertise