How to Craft a Sales Pitch That Wins in Competitive Markets w/ April Dunford | S4 E3

In today’s competitive landscape, how do you make your solution the clear choice for your best-fit customers?

Join us as we uncover the secrets to a compelling sales pitch with April Dunford, author of Obviously Awesome and her latest, Sales Pitch.

April reveals how to transform your pitch into a story that helps customers navigate their options, understand the trade-offs, and confidently choose your solution. She also explains why many companies struggle to carry their positioning into sales conversations and how to bridge that gap.

Hosts: Rowan Noronha & Morgan J Ingram

Guests: April Dunford

Producer: Grayson Ottenbreit

Editor: Stephen Despins

Timestamps:

TIMESTAMPS:

(00:04:15) What is positioning?

(00:06:15) What are the 5 components of positioning?

(00:07:38) Why start with competitive alternatives?

(00:10:35) How do you tackle positioning when dealing with multiple personas/buyers?

(00:18:58) Has your engineering background impacted how you approach positioning?

(00:21:55) Difference between positioning and messaging?

(00:26:05) Who owns positioning? Is it sales? Product marketing?

(00:34:40) How do you combat sales teams who just want to pitch product features?

(00:42:31) Walk us through your sales pitch framework.

(00:49:13) Can you break down the main components of your pitch?

(00:56:20) While building your ICP, how do you handle research?

(01:00:51) What is one thing folks get wrong when rolling out a sales pitch?