How to Frame a Sales Conversation

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions.&nbsp;You will learn:&nbsp;(00:00) Why Value and Objection Handling Aren’t the Same* Value drives purchase decisions, while objection handling removes potential blockers.* Focusing on core value themes helps customers remember what sets your product apart.(04:56) Turning Features into Meaningful Value* Product capabilities only matter when translated into business outcomes customers care about.* Asking “so what?” ensures features connect to tangible benefits.(07:24) Objections: Identifying, Anticipating, and Handling Them* Objections often arise from non-buying stakeholders like IT, legal, and end users.* Objection handling should occur after establishing value, not before.(14:18) Understanding the Roles in a B2B Buying Committee* Champions push deals forward, while other personas can stall or block decisions.* Equipping champions to navigate internal objections increases deal success rates.(20:49) When Objection Handling Becomes a Value Driver* Poor competitor performance can turn typical objections into selling points.* Listening to customer frustrations reveals opportunities for repositioning.&nbsp;—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQ—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/&nbsp;Subscribe on Apple Podcasts: https://apple.co/3PFHcWx&nbsp;Subscribe on Spotify: https://spoti.fi/4aqyDqI&nbsp;Subscribe on YouTube: <a href="https://www.youtube.com/@positioningshow" rel="noopener noreferrer"...

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.”&nbsp;You will learn:&nbsp;* How competitor strengths can double as weaknesses in different markets.* Opportunities for challenger brands to carve out niche markets.* The differences between platform and tool positioning and their respective advantages.* Competing with legacy brands.* Competing against free or low-cost products.* Appealing to end users versus decision-makers.* Using manager-level value propositions to win deals against free tools.* Focusing on high-value market segments to avoid a race to the bottom.* Examples of successful positioning from companies like Salesforce, IBM, and Snowflake.—If you want to skip ahead:&nbsp;(00:37) Marketing Jiu-Jitsu(01:51) Empowering End Users vs. IT(05:01) Market Leadership vs. Challenger Strategies(09:54) Niche Market Strategies and CRM Examples(13:26) Platform vs. Tool(21:05) Competing Against Free and Low-Cost Products(26:43) Focusing on High-Value Segments—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQ—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/&nbsp;Subscribe on Apple Podcasts: https://apple.co/3PFHcWx&nbsp;Subscribe on Spotify: https://spoti.fi/4aqyDqI&nbsp;Subscribe on YouTube: https://www.youtube.com/@positioningshow&nbsp;—This episode was produced by Story On Media &amp; Marketing: https://www.SuccessWithStories.com&nbsp;

In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products.&nbsp;In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t?&nbsp;You will learn:&nbsp;* The misconception that competitors can easily replicate differentiated features.* How architectural and resource constraints make copying features harder than it seems.* Competitors often stretch the truth or outright lie about capabilities.* Focusing on the value delivered by features rather than just the features themselves.* Using proof points, data, and examples to expose dishonest competitors.* Real-world examples of combating competitors who misrepresent themselves.* The reputational risks for companies that stretch the truth.* Turning dishonest competition into an opportunity to gain trust and loyalty—If you want to skip ahead:&nbsp;(00:00) Welcome to Season Three!(04:12) The Myth of Easy Feature Copying(09:30) Why Competitors Appear to Copy You(13:55) Handling Competitor Lies(16:40) Focus on Value, Not Just Features(19:20) Educate Buyers to Expose Competitor Lies(22:10) Prove Your Claims with Data—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQ—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/&nbsp;Subscribe on Apple Podcasts: https://apple.co/3PFHcWx&nbsp;Subscribe on Spotify: https://spoti.fi/4aqyDqI&nbsp;Subscribe on YouTube: https://www.youtube.com/@positioningshow&nbsp;—This episode was produced by Story On Media &amp; Marketing: <a href="https://www.successwithstories.com" rel="noopener...

In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation.&nbsp;You will learn:&nbsp;* The myth of having no product differentiation and what it means for B2B technology companies.* The importance of understanding competitive alternatives and translating capabilities into customer value.* Why a lack of differentiation leads to poor sales and business growth issues.* How irrational buyer decisions are influenced by the need to avoid risks.* The concept of "value blindness" and its impact on the marketing team.* The dangers of focusing solely on losses while ignoring the importance of analyzing wins.* How "product pessimism" can spread within teams and damage overall morale.* The significance of cross-functional collaboration in aligning a company's positioning strategy.—If you want to skip ahead:&nbsp;02:30 - Question of Differentiation in B2B Products&nbsp;04:29 - The Stakes of Differentiation in Buyer Decisions&nbsp;06:39 - Recognizing Value in a Product&nbsp;09:25 - Addressing Misconceptions About Differentiation&nbsp;12:50 - Understanding True Competitive Alternatives&nbsp;17:44 - The Importance of Analyzing Wins&nbsp;22:47 - The Role of Segmentation in Positioning—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQ—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/&nbsp;Subscribe on Apple Podcasts: https://apple.co/3PFHcWx&nbsp;Subscribe on Spotify: https://spoti.fi/4aqyDqI&nbsp;Subscribe on YouTube: https://www.youtube.com/@positioningshow&nbsp;—This episode was produced by Story On Media &amp; Marketing: <a href="https://www.successwithstories.com" rel="noopener noreferrer"...

In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.&nbsp;You will learn:&nbsp;* Why traditional funnels are lazy and ineffective for understanding customers.* The concept of customer-led growth and how it differs from funnel-based approaches.* The importance of mapping critical moments of value in the customer journey.* The pitfalls of ignoring pre- and post-funnel customer experiences.* How to align teams around a profound understanding of customer needs.* The role of KPIs in tracking customer success, not just business success.* Why optimizing customer onboarding can lead to dramatic improvements in growth.—If you want to skip ahead:&nbsp;02:30 - Why Funnels Don’t Work06:45 - Introducing Customer-Led Growth12:30 - Mapping Customer Journeys17:15 - Jobs to Be Done: A Game Changer23:10 - The Importance of Onboarding28:00 - Measuring Success: KPIs That Matter35:30 - How to Focus on the Right Customers—Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/&nbsp;Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/&nbsp;—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Instagram: ⁠https://www.instagram.com/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;April’s TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode:&nbsp;* Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z&nbsp;* The Jobs-to-Be-Done methodology.&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play: <a...

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:&nbsp;* 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:&nbsp;02:30 - Defining the Problem in Sales Conversations06:15 - Presenting Market Changes to Frame Your Pitch10:00 - Starting with Discovery in Sales Pitches14:20 - Why Problem Framing Can Fall Short22:10 - Benefits of Leading with a Unique Insight27:00 - Using Your Value to Frame Discovery30:00 - Practical Tips for Structuring Your Sales Pitch—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Instagram: ⁠https://www.instagram.com/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;April’s TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode:&nbsp;* April’s most recent book, “Sales Pitch” (see links below).&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play: https://play.google.com/store/search?q=%22April%20Dunford%22&amp;c=books&nbsp;Barnes &amp; Noble: https://www.bn.com/s/%22April%20Dunford%22&nbsp;Bookshop: <a href="https://bookshop.org/contributors/april-dunford" rel="noopener noreferrer"...

In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce.&nbsp;Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.You will learn:&nbsp;* The key responsibilities of a good product marketer.* Why product marketers should know the product better than product managers.* The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages.* The need for founders to be realistic about the skills and experience required for a startup product marketer.* Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for.* Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations.* The benefits of analyzing existing customers to identify best fit for product and value proposition.* Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data.—If you want to skip ahead:&nbsp;(3:27) Product marketing role and responsibilities.&nbsp;(6:47) Product marketing challenges and hiring tips.&nbsp;(12:24) Product launch strategies.&nbsp;(16:08) Identifying target audience for product launches.&nbsp;(20:13) Segmentation in marketing.&nbsp;(25:10) Identifying customer segments.&nbsp;(29:01) Product marketing personas.&nbsp;—Connect with Tamara Grominsky on LinkedIn:&nbsp;https://www.linkedin.com/in/tamaragrominsky/&nbsp;Subscribe to “PMM Camp,” Tamara’s newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe&nbsp;—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Mentioned in this episode:&nbsp;* PMM Camp, Tamara’s community for product marketing leaders: https://www.pmmcamp.com/&nbsp;* The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: <a href="https://amzn.to/4ac9hgt" rel="noopener noreferrer"...

Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies.&nbsp;In this episode, first I define value vs. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inform successful messaging that resonates with your customers.&nbsp;Lastly, near the end of the episode, I discuss my book, “Sales Pitch: How to Craft a Story to Stand Out and Win,” which you can get from Amazon https://amzn.to/49l0ZRY and wherever good books are sold—see more links below. (When I originally published this episode, my book wasn’t out yet. But it’s been out for 10 months now and has received hundreds of 5-star reviews.)&nbsp;—If you want to skip ahead:&nbsp;(00:15) Defining value.(01:14) A story about Janna Systems and their biggest competitor, Siebel Systems.(04:19) How one sales rep changes everything.(07:35) How Janna Systems shifted their positioning and won over Siebel Systems.(08:34) Customers don’t care about your features.(10:28) Value vs. differentiated value and what really matters.(13:15) Value buckets.(14:06) Why value is difficult to understand.(16:06) Helping customers translate value on their own.(18:21) Mastering your product walkthrough.(20:00) The importance of proving your value to customers.&nbsp;&nbsp;(21:47) Finding your best-fit customer.(23:50) Common mistakes to avoid.&nbsp;(25:11) Differentiated value and the job of a market category.(27:43) How differentiated value informs messaging.(29:30) My book about sales pitches.&nbsp;—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzC—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/&nbsp;Subscribe on Apple...

In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.&nbsp;You will learn:&nbsp;* How B2B and B2C are different and each comes with their own unique challenges and opportunities.* How to differentiate between positioning, messaging, and copywriting.* The value of flexible messaging across different channels.&nbsp;* The importance of being concise in marketing messaging, particularly in the tech industry.* How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas.* Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer."* Why some people struggle with narrowing down on a specific customer persona.* How taglines and headlines need to speak to customer perspectives.* Formulas and tricks to make your headlines more interesting and attention-grabbing.&nbsp;—If you want to skip ahead:&nbsp;0:01 Positioning and messaging in B2B.&nbsp;8:32 Marketing terminology.&nbsp;13:04 Using simple language in marketing and avoiding jargon.&nbsp;17:20 Tech language clarity and messaging for specific customer types.&nbsp;22:18 Messaging for technical products.&nbsp;30:27 Emma’s book about messaging and marketing.&nbsp;35:29 Messaging strategy.&nbsp;—Connect with Emma Stratton.&nbsp;Emma’s LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/&nbsp;Punchy: https://punchy.co/&nbsp;Learn about Emma’s book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://punchy.co/book/—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:&nbsp;Work with April: https://www.aprildunford.com/contact&nbsp;April’s newsletter: https://aprildunford.substack.com/&nbsp;April’s LinkedIn: https://www.linkedin.com/in/aprildunford/&nbsp;April’s Twitter/X: https://twitter.com/aprildunford&nbsp;—Mentioned in this episode:&nbsp;* Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx&nbsp;—Get April Dunford’s books and audiobooks:&nbsp;“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&nbsp;Amazon Canada: https://amzn.to/4ac9hgt&nbsp;Amazon UK: <a href="https://amzn.to/3vosDzQ" rel="noopener noreferrer"...

In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian. You will learn: * How a VP of Marketing required team members to talk to two customers every week.* Observing customers in the field to deepen your knowledge about how they use your products. * Conducting customer interviews to understand the bigger context.* Win/loss analysis. * Collaboration between marketing and sales teams.* How companies can stay ahead of the curve by being responsive to customer needs.* How the rapid pace of technological change and AI is transforming go-to-market strategies. * Understanding how a product intersects with the market and identifying key activities to amplify its reach.* Product marketing’s intersection with lead generation strategy. * The crucial role that product marketers play in shaping go-to-market strategies.* The limitations of positioning statements.* Understanding the context and audience for messaging. * The dynamic nature of messaging in the early stages of a company. * Using storytelling frameworks in sales pitches. * Investor positioning. * Borrowing techniques from successful peers, even if they seem unconventional.* How product marketing is misunderstood in many companies. —If you want to skip ahead: (0:00) Customer insights for product marketing. (4:16) Customer interviews. (9:38) Understanding market changes. (16:39) Product marketing and go-to-market strategies. (20:19) Lead generation. (26:15) Positioning for companies. (29:57) Sales pitches. (36:01) Testing new pitches. (39:23) Product marketing function. —Connect with Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/ Learn more about Martina: https://martinalauchengco.com/ Get Martina’s book, Loved: How to Rethink Marketing for Tech Products: https://amzn.to/3RIr5s2 —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 Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * Gong call recording software: https://www.gong.io/ * The Jobs-to-be-done (JTBD) framework: https://strategyn.com/jobs-to-be-done/ —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/3vosDzQApple Books: https://apple.co/3xihSzC—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/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media &amp; Marketing: https://www.SuccessWithStories.com