Lenny's Podcast: Product | Growth | Career

A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

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Oct 22, 2023
April Dunford, best-selling author and VP of Marketing, dives into effective sales pitching strategies with rich insights from her books. She explores the importance of storytelling in pitches, emphasizing how to connect with customer pain points. April reveals a structured framework for crafting pitches that stand out and successfully navigate buyer indecision. Listeners learn to combat objections, the value of collaboration between teams, and why avoiding FOMO in sales is crucial for success. A wealth of practical tips awaits!
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INSIGHT

Indecision in B2B Purchases

  • Many B2B purchase processes end without a decision, not because the old solution is better.
  • The inability to confidently choose a solution often leads to delays.
ANECDOTE

Help Scout's Transformation

  • April Dunford helped Help Scout improve their sales pitch by focusing on value, not just features.
  • This helped customers understand Help Scout's unique position in the market.
ADVICE

Structuring Sales Pitches

  • Structure sales pitches with a setup phase and a follow-through phase.
  • The setup focuses on market insights and alternative solutions.
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