World Model · podcast knowledge graph

A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

2023-10-22 · 91 min · 57 entities

episode page audio

Asserted relationships

  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
  • → references aprildunford.substack.com website
    0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.substack.com/
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Inside-Tornado-Strategies-Developing-Hypergrowth/dp/B000AAN4VM
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Positioning-Battle-Your-Mind-Anniversary/dp/0071359168
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Parasite-English-Subtitled-Kang-Song/dp/B07YM14FRG
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Lamy-Al-Star-Fountain-Graphite-L26F/dp/B000R309UQ
  • → references Muji Point Black 0 38mm Japan book
    0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Muji-Point-Black-0-38mm-Japan/dp/B01N8QNC59
  • → authored Play Bigger book
    0.62
    evidence rules-v4
    author of Play Bigger
  • → hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • → discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
  • → discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • → discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • → references penname.co website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://penname.co/
  • → references salesforce.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/
  • → references aprildunford.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.com/
  • → references qualtrics.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://qualtrics.com/
  • → references helpscout.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://helpscout.com/
  • → references Mastering Jobs Theory With Bob Moesta website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://positioning.show/mastering-jobs-theory-with-bob-moesta
  • → references Leveljump And Salesforce person
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/news/stories/leveljump-and-salesforce
  • → references Applications website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://docs.oracle.com/en/applications/siebel/index.html
  • 0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://linkedin.com/pulse/bowling-pin-product-development-ashok-das
  • 0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin
  • → references laproductconf.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://laproductconf.com/
  • → references thiga.co website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://thiga.co/

Entities found in this episode

websites 24

  • mentioned aprildunford.substack.com website
    0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.substack.com/
  • references aprildunford.substack.com website
    0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.substack.com/
  • mentioned penname.co website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://penname.co/
  • mentioned salesforce.com website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/
  • mentioned aprildunford.com website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.com/
  • mentioned qualtrics.com website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://qualtrics.com/
  • mentioned helpscout.com website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://helpscout.com/
  • 0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://positioning.show/mastering-jobs-theory-with-bob-moesta
  • mentioned Applications website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://docs.oracle.com/en/applications/siebel/index.html
  • 0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://linkedin.com/pulse/bowling-pin-product-development-ashok-das
  • 0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin
  • mentioned laproductconf.com website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://laproductconf.com/
  • mentioned thiga.co website
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://thiga.co/
  • references penname.co website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://penname.co/
  • references salesforce.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/
  • references aprildunford.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://aprildunford.com/
  • references qualtrics.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://qualtrics.com/
  • references helpscout.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://helpscout.com/
  • 0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://positioning.show/mastering-jobs-theory-with-bob-moesta
  • references Applications website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://docs.oracle.com/en/applications/siebel/index.html
  • 0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://linkedin.com/pulse/bowling-pin-product-development-ashok-das
  • 0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin
  • references laproductconf.com website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://laproductconf.com/
  • references thiga.co website
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://thiga.co/

books 22

  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Inside-Tornado-Strategies-Developing-Hypergrowth/dp/B000AAN4VM
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Positioning-Battle-Your-Mind-Anniversary/dp/0071359168
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Parasite-English-Subtitled-Kang-Song/dp/B07YM14FRG
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Lamy-Al-Star-Fountain-Graphite-L26F/dp/B000R309UQ
  • 0.90
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Muji-Point-Black-0-38mm-Japan/dp/B01N8QNC59
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Inside-Tornado-Strategies-Developing-Hypergrowth/dp/B000AAN4VM
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Positioning-Battle-Your-Mind-Anniversary/dp/0071359168
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Parasite-English-Subtitled-Kang-Song/dp/B07YM14FRG
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Lamy-Al-Star-Fountain-Graphite-L26F/dp/B000R309UQ
  • 0.77
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://amazon.com/Muji-Point-Black-0-38mm-Japan/dp/B01N8QNC59
  • mentioned Play Bigger book
    0.72
    evidence rules-v4
    author of Play Bigger
  • authored Play Bigger book
    0.62
    evidence rules-v4
    author of Play Bigger

concepts 5

  • mentioned Business concept
    0.50
    evidence rules-v4
    Feed category: Business
  • mentioned Entrepreneurship concept
    0.50
    evidence rules-v4
    Feed category: Entrepreneurship
  • 0.42
    evidence rules-v4
    A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)
  • discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship

persons 4

  • mentioned Lenny Rachitsky person
    0.70
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • mentioned Leveljump And Salesforce person
    0.45
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/news/stories/leveljump-and-salesforce
  • references Leveljump And Salesforce person
    0.38
    evidence rules-v4
    Link in episode "A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)": https://salesforce.com/news/stories/leveljump-and-salesforce

companys 2

  • mentioned Technology company
    0.50
    evidence rules-v4
    Feed category: Technology
  • discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
Episode description as stored
April Dunford is a speaker, mentor, podcaster, best-selling author, and beloved returning guest to the show. Last year, she joined me on the pod to discuss product positioning and differentiated value. Today, April offers invaluable insights from her latest book, Sales Pitch: How to Craft a Story to Stand Out and Win. We go deep on the art of effective pitching and selling, and April shares the specific framework she’s used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games. Together we discuss: • Tactical advice on pitch creation and testing • Real-life examples of companies transforming their narratives into successful sales strategies • How to combat customer inaction • How to become your prospect’s guide in their buying journey • The importance of differentiated value • Marketing’s role in the process • Why you should avoid FOMO as a sales strategy • Tips for handling objections — Brought to you by Composer —the AI-powered trading platform | Eppo —Run reliable, impactful experiments | LinkedIn Ads —Reach professionals and drive results for your business — Find the full transcript at: https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting — Where to find April Dunford: • Website: https://www.aprildunford.com/ • LinkedIn: https://www.linkedin.com/in/aprildunford/ • Newsletter: https://aprildunford.substack.com/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — In this episode, we cover: (00:00) April’s background (03:46) Fixing poor positioning with storytelling at Help Scout (12:22) Pitch components: setup and differentiated value (14:13) Wrapping up the sales pitch (15:56) Handling objections effectively (19:13) Understanding buyer’s mindset and market perception (25:46) Avoiding FOMO as a sales strategy (29:28) Lenny’s stressful experience buying community forum software for Airbnb (31:04) Empowering champions within client businesses (34:36) Who this framework is useful for (36:38) Advice on working cross-functionally (38:59) Differentiated value defined with examples (44:16) Selling with calm confidence (46:19) Qualifying leads (48:31) April’s thoughts on category creation (53:05) Geoffrey Moore’s “bowling pin strategy” (55:21) Conclusion of the setup phase: sharing the perfect world (57:11) The follow-through: differentiated value with proof and objection refutation (1:00:21) Why sales pitches fail (1:01:30) Best practices for pitch testing (1:05:32) General timeline for positioning and pitch creation (1:06:50) Marketing’s role in the process (1:08:38) The impact of developing a killer sales pitch (1:10:39) Andy Raskin’s positioning framework (1:15:50) Lightning round — Referenced: •April Dunford on product positioning, segmentation, and optimizing your sales process: https://www.lennyspodcast.com/april-dunford-on-product-positioning-segmentation-and-optimizing-your-sales-process/ • A Quickstart Guide to Positioning: https://www.lennysnewsletter.com/p/positioning • Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It : https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005 • Sales Pitch: How to Craft a Story to Stand Out and Win : https://www.amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN • Help Scout: https://www.helpscout.com/ • Mastering Jobs Theory with Bob Moesta: https://www.positioning.show/mastering-jobs-theory-with-bob-moesta/ • The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/ • Salesforce: https://www.salesforce.com/ • Salesforce Completes Acquisition of Sales-Enablement Company LevelJump: https://www.salesforce.com/news/stories/leveljump-and-salesforce/ • How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pir