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How to Sell Product
by Pitching your
Point of View
Obviously Awesome
@aprildunford
aprildunford.com

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Imagine
You Are a
Customer

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Does this narrow it down?

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Is this
really
helping?

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Imagine
You Are a
Startup

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You are here

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Customers
are happy
but….how do
prospects
know when to
pick you?

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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

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We need a way to SELL
that also helps customers BUY.

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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:
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Teaching Sells
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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

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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

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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

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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.

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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)

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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?
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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
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Components
of positioning.
Positioning
Alternatives
Unique
attributes
Market
category
Value
Customer
segments

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I took notes
for you.

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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?

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The Follow-Through
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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.

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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:

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Example of
Specific
Problem
Framing:
MESH
Diversity

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Example of
Simplifying a
Complex
Competitive
Landscape

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What about beyond the
Sales Pitch?

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There are many
ways to
Communicate a
Point of View

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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
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Thanks.
april@aprildunford.com
@aprildunford
aprildunford.com
@aprildunford
aprildunford.com