April Dunford: How to Tell a Story that Sells

Are you losing deals to competitors with clearly inferior products? Do your sales meetings leave customers excited or confused? Is your marketing closer to a feature list or a set of compelling reasons to buy? 40-60% of sales engagements result in no decision because buyers cannot work out what the alternative is.

In this brand new talk, April builds on her previous BoS talks:
Positioning For Growth – How To Make Complex Products Obviously Awesome
Stop selling your product, start selling point of view.

She will share a framework you can use to build a story that focuses on WHY you built what you built in a way that is differentiating, compelling, and most importantly, gets you business.

While we understand stories are a great way to connect with customers, few companies really take advantage of a good narrative to help them market and sell their products. April will show you how.

April Dunford

April Dunford

Founder, Ambient Strategy

April spent 25 years as a startup executive, running marketing, product, and sales teams at seven successful B2B technology startups, acquired for a combined $2billion, as well as running big teams at IBM, Siebel and Sybase. She positioned, re-positioned, and launched 16 products.

The bulk of her work now is with early and growth-stage startups where the stakes are high – and weak positioning can mean the difference between success or failure.

Her book, Obviously Awesome, is recognised as the definitive guide to positioning. It’s become a best-seller and popular among entrepreneurs, product, and marketing folk. She lives in Toronto, Canada, has kids, a small dog, and a cabin in the woods.

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