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.

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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

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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

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Mentioned in this episode: 

* April’s most recent book, “Sales Pitch” (see links below). 

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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.”

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Bookshop: https://bookshop.org/contributors/april-dunford 

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com