In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.
You will learn:
* Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.
* Pros and cons of starting with the problem statement in a sales conversation.
* Why focusing on market changes might not be as effective as it seems in sales.
* The challenges of relying solely on discovery at the beginning of a sales call.
* How starting with your company’s specific value can shape the conversation.
* Differences in framing strategies for enterprise vs. small businesses.
* The importance of positioning yourself as an expert rather than following generic sales approaches.
—
If you want to skip ahead:
02:30 - Defining the Problem in Sales Conversations
06:15 - Presenting Market Changes to Frame Your Pitch
10:00 - Starting with Discovery in Sales Pitches
14:20 - Why Problem Framing Can Fall Short
22:10 - Benefits of Leading with a Unique Insight
27:00 - Using Your Value to Frame Discovery
30:00 - Practical Tips for Structuring Your Sales Pitch
—
Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Instagram: https://www.instagram.com/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
April’s TikTok: https://www.tiktok.com/@positioningshow
—
Mentioned in this episode:
* April’s most recent book, “Sales Pitch” (see links below).
—
Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
Amazon US: https://amzn.to/49l0ZRY
Amazon Canada: https://amzn.to/4ac9hgt
Amazon UK: https://amzn.to/3vosDzQ
Apple Books: https://apple.co/3xihSzC
Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books
Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22
Bookshop:
