B2B Marketing with Dave Gerhardt

#97: April Dunford - Positioning, Differentiation, Lessons from 200+ B2B Sales Pitches, and How To Do It Right

Oct 3, 2023

April Dunford, B2B positioning expert and author, discusses positioning, differentiation, and lessons from 200+ B2B sales pitches. She emphasizes that positioning should be a cross-functional activity and provides a structure for a strong sales pitch. April explains the challenges of selling against the status quo and the importance of effective positioning and differentiation in B2B sales pitches.

53:25

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Episode guests

April Dunford

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Quick takeaways

Effective positioning requires cross-functional collaboration to develop a strong strategy that guides marketing and sales efforts.

Strategic narrative in positioning is different from sales pitches or marketing messaging, as it focuses on communicating the company's vision to stakeholders.

By identifying and highlighting their unique selling points, companies can strengthen their positioning and enhance their sales pitches.

Deep dives

The Importance of Positioning

Positioning is crucial for businesses to establish their unique value proposition and stand out in the market. It involves defining how a product or service is the best at providing value to a specific set of customers. Effective positioning requires understanding the competitive landscape and differentiating factors of alternative solutions. By aligning the team and creating a process for cross-functional collaboration, companies can develop a strong positioning strategy. This strategy helps guide marketing and sales efforts, target the right audience, and articulate the value that sets them apart.

Differentiating Value and the Power of Storytelling

01:23

Buyers avoid risky choices. The incumbent has leverage.

03:00

Competitors and Positioning: Understanding the Terminology

01:01

Positioning Deliverables

00:39

Introduction

2min

The Importance of Cross-Functional Collaboration and Structured Positioning

17min

The Challenges of Selling Against the Status Quo

15min

The Importance of Sales Pitch Structure

8min

Agreement with the Prospect and Example of Help Scout's Differentiation

2min

The Importance of Effective Positioning and Differentiation in B2B Sales Pitches

4min

Wrapping up the conversation and promoting resources on Exit Five

2min

April Dunford is a B2B positioning expert and author of Obviously Awesome and her new book Sales Pitch. Sales Pitch guides you through an eight-step sales pitch structure the helps you stand out and win business. Building on the concepts of the bestselling book, Obviously Awesome, Sales Pitch will give your sales reps a story that makes your product shine. We talk about her new book, lessons from her first book, and covered:

- Positioning vs. Category Creation vs. Strategic Narrative
- Lessons from 200+ B2B sales pitches
- Why differentiation is everything and how to do it
- Why positioning has to be a cross-functional activity - not just for the marketing
- A structure anyone can use to turn positioning into a strong sales pitch
- Why she set out to write a follow up book to her 2019 hit Obviously Awesome called Sales Pitch (and go through the pain of writing a book all over again)

Send guest pitches and ideas to hello@exitfive.com
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