Marketing Against The Grain

The 3-Step Framework To Win Every Sales Pitch ft. April Dunford

Jan 16, 2024

April Dunford, a marketing expert and bestselling author, joins the conversation to reveal the secrets of winning sales pitches. She emphasizes the importance of in-depth research, understanding customer needs, and crafting unique, compelling narratives. The discussion highlights the differences between investor and sales pitch decks and warns against claiming market superiority without evidence. April also delves into how AI can enhance sales pitches while stressing the need for human intuition and collaboration among marketing and sales teams.

01:00:59

Episode guests

April Dunford

AI Summary

Highlights

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Crafting a winning sales pitch involves understanding differentiated value, identifying best fit customers, and determining market category.

Effective discovery during sales calls involves understanding the customer's current situation, pain points, and offering tailored solutions.

While AI is valuable, relying solely on AI-generated content for sales pitches can lead to inaccuracies; AI should supplement human expertise and engagement.

Deep dives

Crafting the Perfect Sales Pitch

Crafting the perfect sales pitch for a product is crucial for winning more pitches. Understanding the perfect inputs to a pitch deck and conducting the right research are key. Differentiated value, best fit customers, and market category are important considerations. Building a sales pitch starts with establishing alternatives and determining what sets your product apart from the competition. Discovering the customer's current situation and pain points is vital during the initial sales call. Educating the customer about your company's perspective on the market and aligning it with their needs creates trust and credibility. Good sales reps act as guides, providing insights and solutions tailored to the customer.

Building trust and credibility in sales conversations

01:27

Engaging in Discovery during a Sales Call

01:23

Differentiators are key for the buyer.

02:57

Intro

6min

Crafting Effective Sales Pitches

21min

Navigating the Competitive Landscape in B2B Sales Pitches

5min

The Pitfalls of Claiming Market Superiority

3min

Mastering the Sales Pitch

12min

AI-Enhanced Sales Pitches

12min

What are the research methods and information you need to know to craft a great pitch?

Kipp and Kieran are joined by April Dunford (executive consultant, speaker and author) to dive into what goes into the framework for creating compelling sales pitches. Learn more on how to win more pitches than you lose, the importance of blending company perspective with discovering customer needs, and the importance of personalized AI assistance in sales.

About April Dunford

April Dunford is the author of the bestselling books, “Obviously Awesome” and “Sales Pitch”. She is the Founder of Rocket Launch Marketing & CEO of Ambient Strategy. Previously, she was VP of Marketing at high-growth startups and executive at IBM and Nortel. She is currently a public speaker and consultant.

Connect with April!

Twitter https://twitter.com/aprildunford

LinkedIn https://www.linkedin.com/in/aprildunford/

Podcast https://podcasts.apple.com/us/podcast/positioning-with-april-dunford/id1690104435

Substack https://aprildunford.substack.com/

Website https://www.aprildunford.com/

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