Sales Pitch: How to Craft a Story to Stand Out and Win
by April Dunford · 2023
In a nutshell
A practical guide by April Dunford that shows entrepreneurs, salespeople, and business leaders how to create compelling sales pitches by building a narrative that clearly communicates product differentiation. The book provides an eight-step framework for crafting sales pitches that help you stand out in competitive markets.
Overview
Released on October 5, 2023, Sales Pitch builds on the concepts from the bestselling book Obviously Awesome. World-renowned product positioning and marketing expert April Dunford shows how to achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.
The Eight-Step Sales Pitch Structure
The book guides readers through a structured approach to creating sales pitches that resonate with potential customers and drive conversions. The framework helps balance technical details with compelling storytelling.
Key Concepts
Differentiated Value: Dunford describes value as the stepping stone that customers need to get from features to determine why features matter. This concept sits at the core of product positioning and a good sales pitch.
Practical Tools
April Dunford offers a combined 12-page workbook for both Obviously Awesome and Sales Pitch, including:
- The Positioning Canvas
- The Sales Pitch Storyboard
About the Author
April Dunford is a globally recognized expert in positioning and market strategy with 25 years of experience as VP of marketing at a series of successful high-growth startups. She has launched 16 products into market.
Target Audience
Ideal for entrepreneurs, salespeople, marketers, and business leaders in technology and B2B companies who need to communicate their product's value effectively in competitive markets.
Availability
Published by Ambient Press, 236 pages, ISBN 9781999023027. Available through Amazon, Barnes & Noble, and other major book retailers.
Reference
Sales Pitch: How to Craft a Story to Stand Out and Win — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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