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How To Translate Your Positioning into a Persuasive Sales Narrative (Part 1)
Manage episode 410550854 series 3566656
Το περιεχόμενο παρέχεται από το April Dunford. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον April Dunford ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face when they encounter unfamiliar products. I also tell a personal story about buying a toilet, and share an encounter with a skillful toilet salesman who taught me invaluable lessons about guiding customers.
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In This Episode, I Cover:
(00:00) Welcome to the Positioning Show
(00:15) Today’s topic: How to take your positioning and translate it into a sales narrative
(00:50) The right way to test your positioning
(03:00) Why I didn’t cover sales pitches in my book, Obviously Awesome
(05:09) Why positioning often fails the jump from marketing to sales
(06:26) Why product walkthroughs fall short
(07:18) How to build a great sales pitch
(08:20) Buying is hard
(09:30) A story about the time I had to buy a toilet
(13:34) Takeaways from my toilet search, and how it relates to buyers
(14:21) How a typical software transaction goes
(16:14) The product walkthrough from the buyer's perspective
(17:12) What happens when the buyer gets overwhelmed
(18:49) How a toilet salesman sold me on a toilet
(22:54) What we’ve been taught in sales, and whether or not you should follow that advice
(24:39) If you want to do a fantastic job of selling, you need to become a guide
(25:49) What our positioning describes
(26:10) What to expect in my next episode
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Where To Find April Dunford:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
Twitter: https://twitter.com/aprildunford
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Referenced:
• Obviously Awesome: https://www.aprildunford.com/books
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Production and marketing by https://penname.co/
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