April Dunford: How Your Differentiated Value Should Drive Your Sales Pitch

Your features don’t win deals. Your ability to negotiate pricing does not win you deals. What wins deals is being really clear about why customers pick you over the other guys. How can your sales team make your differentiated value obvious to the right people? Your differentiating value will allow the champion of the deal at a prospect to sell that to everybody else. The better your story, the better the story travels around the world.

That’s what wins deals.

In this talk, April discusses why she thinks determining your differentiated value and making it real for customers are the two fundamental questions that help you build an effective sales story. She shares terrible and terrific examples that reveal why most sales pitches get it wrong. You’ll be walked through her approach to building a sales pitch that demonstrates your unique value and closes deals.

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April Dunford
April Dunford

April Dunford

April is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning and Market strategy.

Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into market. She is also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. You can find her at: www.aprildunford.com

More from April.


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