In the fiercely competitive landscape of product-led businesses, we often become entangled in the complexities of features and endless comparisons. Can you relate? However, to outshine your competitors, you must master the art of a winning sales pitch.

Our guest expert is April Dunford, a positioning expert and bestselling author of "Obviously Awesome" and "Sales Pitch." Emphasizing the significance of a compelling narrative and distinct differentiation, April underscores these points with a sales pitch example from Help Scout, a customer service software company. She imparts eight crucial steps for crafting an effective sales pitch, which she discusses in more depth as the episode unfolds.



Key Takeaways: 

[00:10] Introduction of episode and guest April Dunford 

[01:50] April’s insights on the need for a killer sales pitch

[04:10] The role of context in a sales pitch

[05:50] Signs your sales pitch needs improvement

[07:00] Characteristics of a winning sales pitch

[13:45] Example: Help Scout’s Sales Pitch

[14:45] Importance of a strong point of view 

[16:05] April’s eight-step process for building a sales pitch

[16:35] Step 1: Solid Positioning 

[18:30] Step 2: Emotional Starting Point

[19:20] Step 3: Insight and API Value

[20:10] Step 4: Pros and Cons of Alternatives

[21:00] Step 5: Paint the Perfect World (ideal solution and alignment)

[22:55] Step 6: Align the Audience (with the ideal solution)

[27:55] Step 7: Option to Address Objections

[28:40] Step 8: Make the Ask (for the next step in the sales process) 

[29:10] Mistakes to avoid in a sales pitch

[32:00] Importance of sales involvement in the positioning process

[34:50] April’s podcast and book 



About April Dunford: 

April Dunford is a positioning expert for growing tech companies and the best-selling author of "Obviously Awesome" and “Sales Pitch.” She shares insights on startups, marketing, positioning, and B2B marketing. 

Based in Toronto, Canada, April is the founder of Ambient Strategy and has a track record of working with over 200 companies, from startups to Fortune 500 firms, helping them develop positioning strategies that set them apart in the market. 



Links:

April Dunford | LinkedIn 

April Dunford | website + books

Positioning with April Dunford