Positioning with April Dunford
How to Frame a Sales Conversation
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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Quick takeaways
- Starting a sales pitch by defining the problem often leads to disengagement, failing to distinguish a company's unique value from competitors.
- Leading with a unique insight allows sales representatives to frame conversations effectively, promoting tailored discovery and showcasing their specific strengths.
Deep dives
Starting Sales Pitches: Defining the Problem
The method of starting a sales pitch by defining the problem is prevalent but may often lead to ineffective outcomes. This approach typically presents a generic issue that customers are already aware of, which can result in disengagement during the pitch. For instance, stating that 'enterprise data is exploding' fails to differentiate the solution being offered and can diminish the credibility of the salesperson. Thus, while this may be a common starting point, it lacks the specificity that could help distinguish a company from its competitors.
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