April Dunford is a speaker, mentor, podcaster, best-selling author, and beloved returning guest to the show. Last year, she joined me on the pod to discuss product positioning and differentiated value. Today, April offers invaluable insights from her latest book, Sales Pitch: How to Craft a Story to Stand Out and Win. We go deep on the art of effective pitching and selling, and April shares the specific framework she’s used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games. Together we discuss: • Tactical advice on pitch creation and testing • Real-life examples of companies transforming their narratives into successful sales strategies • How to combat customer inaction • How to become your prospect’s guide in their buying journey • The importance of differentiated value • Marketing’s role in the process • Why you should avoid FOMO as a sales strategy • Tips for handling objections — Brought to you by Composer—the AI-powered trading platform: https://www.composer.trade/?utm_source=lenny&utm_medium=podcast&utm_campaign=10-22-23 | Eppo—Run reliable, impactful experiments: https://www.geteppo.com/ | LinkedIn Ads—Reach professionals and drive results for your business: https://www.linkedin.com/podlenny — Find the transcript and references at: https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting — Where to find April Dunford: • Website: https://www.aprildunford.com/ • LinkedIn: https://www.linkedin.com/in/aprildunford/ • Newsletter: https://aprildunford.substack.com/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — In this episode, we cover: (00:00) April’s background (03:46) Fixing poor positioning with storytelling at Help Scout (12:22) Pitch components: setup and differentiated value (14:13) Wrapping up the sales pitch (15:56) Handling objections effectively (19:13) Understanding buyer’s mindset and market perception (25:46) Avoiding FOMO as a sales strategy (29:28) Lenny’s stressful experience buying community forum software for Airbnb (31:04) Empowering champions within client businesses (34:36) Who this framework is useful for (36:38) Advice on working cross-functionally (38:59) Differentiated value defined with examples (44:16) Selling with calm confidence (46:19) Qualifying leads (48:31) April’s thoughts on category creation (53:05) Geoffrey Moore’s “bowling pin strategy” (55:21) Conclusion of the setup phase: sharing the perfect world (57:11) The follow-through: differentiated value with proof and objection refutation (1:00:21) Why sales pitches fail (1:01:30) Best practices for pitch testing (1:05:32) General timeline for positioning and pitch creation (1:06:50) Marketing’s role in the process (1:08:38) The impact of developing a killer sales pitch (1:10:39) Andy Raskin’s positioning framework (1:15:50) Lightning round — Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. — Lenny may be an investor in the companies discussed.
April Dunford is the author of the must-read best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games. In this episode, April delves into the intricacies of positioning, including its distinction from messaging and branding, and shares real-world examples of products with strong and weak positioning. Additionally, April shares her insights on when to bring in a professional and the key differences between segmentation and personas. Don't miss this opportunity to gain valuable knowledge from a true industry leader. — Find the full transcript here: https://www.lennyspodcast.com/april-dunford-on-product-positioning-segmentation-and-optimizing-your-sales-process/#transcript Where to find April: • Website: https://aprildunford.com • Twitter: https://twitter.com/aprildunford • LinkedIn: https://www.linkedin.com/in/aprildunford Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ In this episode, we cover: (00:00) April's guest post on Lenny's Newsletter (03:42) April's background (07:36) Interesting companies April has worked with (12:17) Defining positioning (15:31) Company misalignment vs. positioning issues (17:42) How to assess if your product’s positioning is weak or strong (19:50) Examples of companies with great product positioning (22:32) The essential five steps to figuring out your product’s positioning (29:25) Help Scout's positioning process (35:54) How important is having a differentiator? (40:12) The difference between positioning vs. messaging vs. branding (46:29) When to hire a professional (48:32) How long does product positioning take? (54:41) What’s the difference between segmentation and personas? (01:02:50) Where to find April References: • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It: https://www.aprildunford.com/obviously-awesome • April’s guest post on Lenny's Newsletter: https://www.lennysnewsletter.com/p/positioning • Epic Games: https://www.epicgames.com/site/en-US/home • Bluelight Analytics: https://www.bluelightanalytics.com/ • Postman: https://www.postman.com/ • Startupfest: https://startupfestival.com/ • Help Scout: https://www.helpscout.com/ • Zendesk: https://www.zendesk.com/ Thank you to our sponsors: • Amplitude: https://amplitude.com/ • Flatfile: https://flatfile.com/Lenny • Productboard: https://Productboard.com/
Here's why positioning has to come before messaging, according to April Dunford, author of Obviously Awesome #tech #product #productmanagement #faang #branding #pm #brand #sales
The four parts of product positioning according to April Dunford, author of Obviously Awesome #tech #product #productmanagement #faang #branding #pm #brand #sales