The importance of a good positioning is undeniable, essential for any company, it is the key to differentiation, coherence, and long-term success in a constantly evolving competitive environment.
In her first book "Obviously Awesome," April Dunford, Founder @ Ambient Strategy, gave us valuable advice on how to define our positioning. However, the problem of sharing and adopting this positioning by teams in contact with clients and prospects arises. This is a prerequisite for building and sharing a coherent sales pitch.
Interviewed by Hortense Bouzoud, Head of PMM @Thiga, on the occasion of the release of her new book "Sales pitch," April comes back to share her secrets for turning positioning into a sales pitch that sells.
Key takeaways:
- The sales pitch stems from positioning: Often, if there is an issue with the sales pitch, it means there is a positioning problem. Therefore, it is necessary to start by identifying the weaknesses of the positioning before addressing the sales pitch (such as listening to sales calls).
- Just like positioning, the sales pitch is built collaboratively: To build a good sales pitch that will be adopted by the sales teams, it is necessary to co-create it with the VP Sales and then test it with a Sales champion so that they can carry and share it within the Sales team.
- A good sales pitch is not a monologue but a conversation with the client: The commercial discovery phase should not be overlooked, as it allows us to understand the clients' challenges, context, and alternatives. Understanding one's market and clients helps us grasp what truly matters to them and highlight it during the conversation.
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