Sales Pitch: How to Craft a Story to Stand Out and Win
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Craft a sales pitch that dramatically outperforms an aimless feature walkthrough.
World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.
Using a simple step-by-step method and compelling case stories, the author of Obviously Awesome guides you through a solid sales pitch structure that helps customers make confident buying decisions, while positioning you to clearly win in the market. In this book you will learn:
● Why you need to be your prospect’s guide in the buying process
● Why a sales pitch is a unique style of story designed to help your customer say “yes” with confidence
● How “do nothing” is the most fearsome competitor you have
● How and when qualification, discovery, and product demos fit into a sales pitch
● How your positioning is reflected in a great sales narrative
● Why your differentiated value is the star of the show
● The eight components of a solid sales pitch
A successful sales pitch is more than a simple product walkthrough, a canned set of discovery questions, or a pushy sales monologue. This book will help you create a winning pitch that gets you better customers—and more of them.
From the Publisher
Publisher : Ambient Press (September 27, 2023)
Language : English
Paperback : 236 pages
ISBN-10 : 1999023021
ISBN-13 : 978-1999023027
Item Weight : 10.7 ounces
Dimensions : 5.5 x 0.59 x 8.5 inches
Customers say
Customers find the book easy to read and effective. They say it gives examples that make sense. Readers also mention the methodologies are equally effective for smaller-scale businesses.
AI-generated from the text of customer reviews
12 reviews for Sales Pitch: How to Craft a Story to Stand Out and Win
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Andrew Cooke –
Easy reading, practical, and effective
I read a lot of books and listen to a lot of audio books. I’m very used to having to pick through the theory and the anecdotes to find the gems.April’s “Sales Pitch” book is very different. It’s hugely accessible – easy to read and well-structured. It makes a good case for why you should apply her approach, and gives examples that make sense.The “how-to” nature of the following chapters is very practical, and April has opinions on a number of the questions that come to mind at each stage.We’ve been working through this in our sales and product team, based on the positioning work we had done earlier as a company. I’ve just done some initial tests with real prospects and it’s working very well. More to do of course, but this book is already delivering value for us.
Smithers –
10,000%+ ROI – if you deal with marketing, sales or proposals – this is a must read!
Once we saw her workshop pricing, we had to know more. And, wow, are we glad we did! Her books are well worth the read. April tells interesting & entertaining stories to walk you through her proven formula. In revamping our sales material, we’ve been touching the edges of these concepts. Now we feel that we have a detailed formula to improve our win rate and begin to pitch larger customers. After reading the digital version, I am buying paper copies for our sales team. We are excited to being this journey! When it comes to forecasting, I am conservative, but our instinct is that the ROI on this reading material will easily be in the six digits. Thank you so much for sharing your wisdom!!!
Betty –
Outstanding help to clearly deliver the value your business provides
I do not precisely align with the typical B2B target audience of April, primarily due to my profession as a dog groomer, operating as a solo entity. Despite this, I have discovered that her methodologies are equally effective for smaller-scale businesses.Aprilâs inaugural publication served as a revelation, elucidating new prospects in positioning and scaling. This insight has empowered me to highlight the value of my specialized services in grooming doodles, currently priced at $200/hr, and demonstrate a clear return on investment to my clientele by the tips I receive on the top of the grooming bill.This specialization has resulted in universal satisfaction amongst all parties involvedâowner, dog, and groomer. The value is unmistakable, with clients consistently seeking my services, filling my schedule weeks in advance, driven solely by word of mouth and the content on my website, negating the necessity for additional marketing strategies.By refining my focus, I have managed to tap into a niche segment of the market experiencing exponential growth, thereby establishing a mutually beneficial arrangement for both my clients and my enterprise.”Sales Pitch” is poised to enhance my existing operational blueprint, allowing me to share this refined approach with fellow groomers. This will enable them to showcase their expertise to potential clients, ultimately catalyzing the initiation and expansion of their ventures.The comprehensive guidelines delineated in Aprilâs book instill a sense of confidence, assuring me of the simplicity in executing the necessary steps to either meet or surpass my anticipated revenue objectives.I highly recommend Aprilâs books.
Tara E. Donnelly –
Fantastic framework for crafting a pitch that is guaranteed to drive results!
This was a fantastic read! As a marketer, I found so much value that not only the sales team will benefit from, but also how to build stronger alignment between sales and product marketing. We have already started applying the framework to our positioning and sales enablement and are seeing significant results. If you want more revenue – read this book! Itâs a quick read and has practical examples that you can start using immediately ð
Reg Nordman –
A very useful tool for the thoughtful strategic revenue generation team.
A useful short book on moving from a marketing perspective to crafting a good sales pitch. If you have followed a structured Gotomarket strategy and plan, this book works really well with that work. If you have not figured out your positioning and differentiation this book teaches you why your sales will be difficult. A very useful tool for the thoughtful revenue generation team.
Julie Novack –
Must read book for all tech/Saas companies on how to position and pitch your unique differentiators
We read this book as an exec team and it drove our entire process to refine our pro and consumer positioning. I highly recommend reading this together as a team.
R Gossen –
Foundational to sales and from the best!
(This is literally my first review ever, and my first Amazon order was in 2005. That’s how highly I think of April and this book.)I am one who believes in spending extra effort on the foundational high-leverage elements of business. I also value strong frameworks as a way to develop these elements. If you do too, then you cannot skip this book (or April’s other book on positioning).You will find many sales books on assorted topics, but I think even some of the best advice will fall flat if you don’t nail the elements April talks about. Though the focus of the book is the sales pitch, the framework April takes you through will be highly valuable in other areas of your business too.I’ve been looking for ideas for a pitch structure for a while but nothing has really grabbed me. Finally, April has presented a structure that makes a lot of sense. It “makes sense” because if you know anything about psychology, April’s approach is one that is aligned with how were are all wired to think. This is not about gimmicky manipulative tricks. It’s about presenting information in a way that people can process it.You may find assorted “tips” on sales pitches elsewhere, and some of them may be good even, but without a framework for how to apply them they are of limited value. April’s work especially shines because she is adept at creating great frameworks that anyone willing to do the work can follow and get incredible value from. Even better, these frameworks are battle tested through years of experience.If you want to truly level up, buy this book and follow April’s work. Then apply it.
Jeff Gadway –
In “Sales Pitch,” author April Dunford delivers a game-changing guide essential for anyone in product marketing, sales leadership, or entrepreneurship. This book’s simple and step-by-step approach to crafting a compelling sales narrative is like a secret weapon in your arsenal. It equips you with the tools to position your product as the obvious choice, all while teaching potential buyers how to buy.One of the standout qualities of this book is its straightforward, no-nonsense style. In a world of fluffy, cerebral business books, Dunford’s writing is refreshingly direct, which makes it easy to absorb and apply the valuable insights presented. The real examples from B2B companies bring the concepts to life, making them tangible and applicable to real-world scenarios.What makes “Sales Pitch” exceptional is its ability to systematize the process of building, testing, and rolling out a sales narrative. It takes you through the intricacies of creating a pitch that resonates with your audience and guides the conversation to the shores of your product. The step-by-step instructions are clear, concise, and actionable.As a product marketer and consultant, I found this book to be a game-changer in my approach to working with clients. It’s not just about selling a product; it’s about building a mindset tied to how to frame your value and telling your story in a way that sets you up for success.In conclusion, “Sales Pitch” is a must-read for product marketers, sales leaders, and founders. It’s a valuable resource that will significantly impact your ability to communicate the value of your product and guide potential customers to a purchase decision. Dunford’s book deserves a permanent place on your professional bookshelf. Highly recommended!
Tarun Madan –
A must book to have on your reading list. You will get to know the real secrets of how selling works within startups and corporations and what actions you can take to increase your chances of success.
David Bellamy –
April’s work has fundamentally changed the way we describe what we do (Positioning) and how we pitch our service.Adopting the principles from Sales Pitch, our conversion from initial conversations with prospects to demos has improved from something like 3/10 to 10/10 – that’s quite a shift.
Amazon Customer –
I bought this to my Kindle. I liked it so much so i bought the physical book also to make notes and post-its easier, and also make showing collegaues in meetings simpler.Lots of good thougts and also clear and concise examples.
The Sing Man –
April uses her experience in the IT industry to explain the pitch model. Practitioners in different industries may tend to say how unique their scope is, and how her advice may not apply. I humbly disagree. April’s explanations and advice does go across industries because it’s about presenting your product or service in a way that people like to receive. One insight she shared with me was how it was more difficult for buyers than sellers in the process. And as sellers, we need to make it easier for them. It’s a straight forward book with key directions of what to do. When you hit the examples she uses with IT companies, my advice is to take a step back right from the start and read it with an open mind. It’s about how you pitch it to people, not about the product.