April Dunford

Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn’t a matter of filling in the blanks on an old-school positioning statement. Positioning is the foundation of everything we do in marketing and sales. It forms the backbone of our go-to-market strategy. Yet we don’t have a defined methodology for DOING it. At least we didn’t until now.

In this keynote, April goes beyond teaching you what positioning is and why you should care. It gives you a step-by-step process that any organization can follow to position their product, service or company. This talk will teach you how to find your product’s “secret sauce” and then sell that sauce to those who crave it.

World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.

Using a simple step-by-step method and compelling case stories, the author of Obviously Awesome guides you through a solid sales pitch structure that helps customers make confident buying decisions, while positioning you to clearly win in the market. Your audience will learn:

● Why you need to be your prospect’s guide in the buying process

● Why a sales pitch is a unique style of story designed to help your customer say “yes” with confidence

● How “do nothing” is the most fearsome competitor you have

● How and when qualification, discovery, and product demos fit into a sales pitch

● How your positioning is reflected in a great sales narrative

● Why your differentiated value is the star of the show

● The eight components of a solid sales pitch

A successful sales pitch is more than a simple product walkthrough, a canned set of discovery questions, or a pushy sales monologue. This book will help you create a winning pitch that gets you better customers—and more of them.