Positioning with April Dunford

How to Frame a Sales Conversation

13 snips
Sep 19, 2024
Discover the nuances of framing a sales conversation. Learn about three common ways to kick off a pitch and their various pros and cons. Delve into the effectiveness of presenting market changes versus starting with discovery. Uncover why leading with a unique insight can set you apart from competitors. Gain insights on tailoring your approach for enterprise versus small businesses, and the importance of positioning yourself as an expert in your field.
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ANECDOTE

Generic Problem

  • April Dunford's early database sales pitch defined the problem as "enterprise data is exploding."
  • This generic approach lacked impact and failed to differentiate their database solution.
INSIGHT

Problem Framing

  • Customers understand their problems, while vendors provide solutions. Framing a problem too broadly allows any competitor to claim they solve it.
ADVICE

World-Changing Pitches

  • Highlighting "change in the world" works better in VC pitches than sales. Focus on your unique value proposition over market trends in sales conversations.
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