World-renowned product positioning and marketing expert, April Dunford, releases her new book: Sales Pitch. A practical guide to building effective sales arguments. For this occasion, she granted us an exclusive interview.
Today you’re announcing the global launch of Sales Pitch. What inspired this new book?
Sales Pitch is closely tied to my previous book, Obviously Awesome, which details a method for efficiently positioning a product and ends with a question: how do you tangibly validate that positioning? My solution was to materialize it through a sales pitch and evaluate its resonance with targeted prospects. I assumed most knew how to develop such an argument, but it seems I was overly optimistic on that front…
What do you mean by that?
Most clients I work with lack a structured approach to delivering a compelling sales pitch. Their pitches often boil down to simple product demos, merely listing available features. Having strong positioning is great, but if the sales team can’t transform that into an effective pitch, it won't impact sales. I searched for existing resources on this to guide my clients… but found none! That's how Sales Pitch was born.
Who is the book intended for? Is it aimed at Product Marketing Managers or does it cater to a wider audience?
The challenge of the sales pitch goes way beyond just marketing. Every team should be involved, and I'll explain why. Many companies don't have a clear guideline for their sales narratives simply because they don't know who should be responsible! They often rely on a traditional pitch, passed down through generations, without ever considering a complete overhaul. With each new feature, they merely tack on additional arguments. However, just as positioning demands a multi-disciplinary approach, so should the sales pitch. This ensures teams are consistently aligned.
What are the core components of a good pitch?
Two main elements stand out. The first is the “differentiating value” - the unique value the product offers customers. This answers the "why choose us?" question. The product demo should center around these differentiating values. The idea isn’t to showcase every new feature but to guide the prospect to what sets the company apart.
And the second element?
The goal is to navigate the prospect through the options presented to them. In B2B, for instance, 40-60% of sales processes don't lead to a decision. This isn’t necessarily because clients feel their current situation is better; it’s often that they struggle to discern how to make the right choice. Before delivering a sales pitch, it’s crucial to inform them about different market solutions for their issues. Of course, highlighting the unique aspects of your product, which directly stem from its positioning, is a must. Everything is interconnected.
A common misconception is that a product can sell itself.
Is there a specific technique to gauge the effectiveness of a sales pitch?
Firstly, understand that salespeople will always lean towards the sales argument they’re familiar with, no matter its flaws... It’s their comfort zone. So when introducing a new pitch, my advice is not to roll it out to the entire team initially. Instead, start with your top salesperson. Once they’ve internalized the new pitch and feel confident presenting it, have them test it on new prospects (existing clients, familiar with the old narrative, might be less receptive). After some fine-tuning, if that salesperson confirms the new pitch outshines the old, you've hit the mark. To me, feedback from a sales expert is the ultimate success metric.
How does this new pitch translate commercially?
It starts by filtering out off-target prospects earlier in the sales process, then speeding up the progression of core-target prospects, ultimately resulting in better and more frequent closed deals.
What common mistakes do you notice?
There are many, but one stands out: the belief that a product can sell itself. Here’s the typical scenario: The marketing team refines the positioning so prospects instantly grasp the product’s value, leading them to click "request a demo". Salespeople then dive deep into the menu details, often overlooking what truly sets the product apart. Prospects are left to pinpoint key features on their own. Ironically, the least addressed question during a demo is the one clients ponder the most: why should they pick our product over others?
Companies often initiate sales discussions by querying prospects about their problems. In your book, you advise against this. Why?
Sales revolve around two stages: qualification and discovery. The first is crucial as it determines the fit between the prospect and the product, factoring in budget, decision-makers, and need alignment. This is assessed before any sales interaction. The discovery phase, during the first prospect meeting, delves into understanding their situation and challenges. However, some companies mistake this for a therapy session, overly encouraging prospects to open up about their issues.
So, how should one approach it?
Our role is to guide the client in their decision-making. This means offering a comprehensive market overview, spotlighting the pros and cons of each solution. Ideally, our goal is to get the client to see the market from our perspective. You could say: “Here’s our take on the market, highlighting the strengths and weaknesses of each product. We believe an ideal solution fits these specific criteria. Do you agree?”
How does the pitch progress after that?
We then promote our solution, focusing the demo on our distinctive strengths. To cement our case, we conclude with a case study or customer feedback, thereby validating our claims. A segment is then dedicated to addressing any reservations (such as cost, complexity, etc.). The pitch should wrap up with a clear call to action, outlining our expectations from the client moving forward. In my view, this is the blueprint of a successful sales pitch.
Just like a product, does a sales pitch continuously adjust based on the feedback received?
No. In my view, a sales pitch should only change if the positioning evolves. If the product introduces a new feature that changes its distinguishing value in the market, then it's necessary to adjust the positioning first and subsequently the sales pitch. This thinking also applies if a new competitor enters the industry or if there's a major economic shift. However, if the positioning remains unchanged, there's no reason to alter the sales pitch!
On the same topic, watch April's webinar with our head of Product Marketing, Hortense Bouzoud
