Positioning with April Dunford

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. You will learn: (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. —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 —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—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:

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * 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: (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: 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 —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—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 & Marketing: https://www.SuccessWithStories.com

In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. 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? You will learn: * 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: (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: 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 —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—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 & Marketing:

Getting to the Root of the "We Have No Differentiation" Problem

17/10/2024 | 28 mins.

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. You will learn: * 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: 02:30 - Question of Differentiation in B2B Products 04:29 - The Stakes of Differentiation in Buyer Decisions 06:39 - Recognizing Value in a Product 09:25 - Addressing Misconceptions About Differentiation 12:50 - Understanding True Competitive Alternatives 17:44 - The Importance of Analyzing Wins 22:47 - The Role of Segmentation in Positioning—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 —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—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 & Marketing:

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. You will learn: * 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: 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/ Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ —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: * Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z * The Jobs-to-Be-Done methodology. —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/3xihSzCGoogle Play: