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April Dunford BoS USA Online 2020

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How to Sell Product by Pitching your Point of View

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April Dunford BoS USA Online 2020

  1. 1. How to Sell Product by Pitching your Point of View Obviously Awesome @aprildunford aprildunford.com
  2. 2. 2 Imagine You Are a Customer
  3. 3. 3
  4. 4. 4 Does this narrow it down?
  5. 5. 5 Is this really helping?
  6. 6. 6 Imagine You Are a Startup
  7. 7. 7 You are here
  8. 8. 8 Customers are happy but….how do prospects know when to pick you?
  9. 9. 9 Pitch Advantages Shortcomings Features! Features! Features! Our Comfort Zone Leaves it up to the customers to determine the “So What?” Doesn’t help customers understand when to pick you over another alternative The “Origin Story” Authentic Connection with Customers Some origins are complicated Doesn’t always explain what customers you are the best fit for The “Big Vision” Answers “Why now” Investors love it Doesn’t necessarily connect to your existing solution Can sound like Bullshit Buzzword Bingo Three Styles of Pitches
  10. 10. 10 We need a way to SELL that also helps customers BUY.
  11. 11. We could expose features within the context of why our features matter for customers right now. We could connect authentically with customers and shows that we understand their struggles the what’s valuable to them. We could give customers a genuinely helpful (no bullshit) way to think about all the solutions in the market that makes it easier for them to make choices. What if: 11
  12. 12. Teaching Sells 12 What do customers want in a sales experience? ● Unique and valuable perspectives on the market ● Helps me navigate alternatives ● Helps me avoid potential landmines ● Eductates me on new issues and outcomes What do the best salespeople do: ● Teach for differentiation in the sales process - Teaching that leads to Unique Strengths *Challenger Sale - Dixon and Adamson, 2011/2019
  13. 13. 13 The Point of View Pitch Expresses your point of view on what the best solutions are to a particular problem for different types of customers The goal is to give customers a way to think about a market
  14. 14. 14 Alternatives: Training materials on shared drive, Other Sales Enablement Solutions - Some centered on Content (CMS), Some on Education (LMS) Unique Features: Integration with Salesforce data, analytics that combines enablement and sales data Differentiated Value: A. Guide Sellers - build readiness programs that drive revenue results B. Show Impact - prove how enablement impacts sales metrics C. Optimize Performance - identify top performers to optimize x-team Ideal Customers: Actively hiring many sales reps, have sales enablement Market Category: (Outcome-Based) Sales Enablement Example: LevelJump Positioning
  15. 15. 15 Sales enablement is important - every day your reps aren’t closing deals or making quota costs you money. (Here’s how much) How companies typically solve this problem: LevelJump Pitch Alternative Pros Cons Materials on a Shared Drive Free, Easy No version control Zero metrics CMS Good Version Control Can’t always track who has done what Can’t track training vs. sales metrics LMS Can measure what reps have done Not Designed for Sales Can’t track training vs. sales metrics In a Perfect World our sales enablement solution would give us a way to measure effectiveness with sales metrics.
  16. 16. 16 Introducing LevelJump - Outcomes-based Sales Enablement We help you: ● Guide Sellers - build readiness programs that drive revenue results ● Show Impact - prove how enablement impacts sales metrics ● Optimize Performance - identify top performers to optimize x-team Proven customer outcomes - 86% faster time to oppty, 20% faster time to second deal, 50% decrease in ramp time LevelJump Pitch - Part 2 (the follow-through)
  17. 17. Step 1: Positioning: Alternatives, Capabilities, Value, ICP, Category Step 2: Set-up: Challenge, Market Landscape, Insight, Perfect World Step 3: Follow-Through: Company, Value, Capabilities, Proof How do we build a Point of View Pitch? 17
  18. 18. Positioning defines how our product is the best in the world at providing something that a well-defined set of customers cares a lot about. Positioning: Defined 18
  19. 19. 19 Components of positioning. Positioning Alternatives Unique attributes Market category Value Customer segments
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  21. 21. 21 I took notes for you.
  22. 22. 22 The Setup Challenge Frame the challenge the way your best fit customers do. The challenge has to be framed in a way that reflects the nuances in the challenge that are typically ignored Market Landscape Pros and Cons Categorize the alternative solutions and discuss the advantages and disadvantages for each. Insight The reason why none of the current alternatives are really solving the challenge for customers like your best fit customers. Perfect World Knowing what we know about the challenge and what works and doesn’t work using the current solutions - what are the characteristics of a perfect solution to the problem?
  23. 23. The Follow-Through 23 Proof Show the proof that you can deliver on the value that you say you deliver. Company Introduce the company (and the market that you intend to win). Give an overview of your offerings. Value & Supporting Capabilities Describe your main points of value and the features that support them.
  24. 24. 24 Challenge - Why does your Ideal Customer care about your Value Alternatives - and shortcomings Perfect World - context for your Value Introduce the solution - Market Category Value and Capabilities that enable that value How Positioning Components Map to the POV Pitch:
  25. 25. 25 Example of Specific Problem Framing: MESH Diversity
  26. 26. 26 Example of Simplifying a Complex Competitive Landscape
  27. 27. 27 What about beyond the Sales Pitch?
  28. 28. There are many ways to Communicate a Point of View
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  30. 30. Teaching customers how to think about a market is hugely valuable to them Your POV on a market is rooted in your positioning Communicating your POV should help customers understand how to make choices Once a customer is aligned to your POV, “selling” is easy Key Takeaways 31
  31. 31. Thanks. april@aprildunford.com @aprildunford aprildunford.com @aprildunford aprildunford.com

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