How to Frame a Sales Conversation

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: www.aprildunfo...
April’s newsletter: aprildunford.s...
April’s LinkedIn: / aprildunford
April’s Twitter/X: / aprildunford
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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.”
Amazon US: amzn.to/49l0ZRY
Amazon Canada: amzn.to/4ac9hgt
Amazon UK: amzn.to/3vosDzQ
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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: www.positionin...
Subscribe on Apple Podcasts: apple.co/3PFHcWx
Subscribe on Spotify: spoti.fi/4aqyDqI
Subscribe on RUclips: / @positioningshow
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This episode was produced by Story On Media & Marketing: www.SuccessWit...

[@winharvardimpactprofits4790]

This April's podcast is pure diamond 💎 💎 💎 I love it ❤

[@neoloaded]

You are helping unlock so much business value from these deep insights. I'd request a role-play format to emphasise how this plays out in the real world.

[@ДаниелНасков-л2с]

Pure gold

[@AarthiSowmyanarayanan]

We definitely missed you❤

[@Arvind_Raja]

Missed Dan’s event due to an emergency :(