The Ultimate Guide to Positioning Your Product: Insights from April Dunford’s Sales Pitch

Positioning can make or break your sales success. Yet, many marketers and salespeople treat it as a vague concept or just a catchy slogan. April Dunford’s Sales Pitch provides a clear, actionable framework that breaks positioning into five critical components that form the backbone of a winning sales story.

1. Competitive Alternatives

Start by understanding what else your buyers might do instead of buying from you. This includes direct competitors, manual workarounds, or even doing nothing. Being honest and clear about alternatives builds credibility.

2. Unique Capabilities

What does your product do that no alternative can? These are the features or company strengths that differentiate you. But capabilities alone don’t close deals.

3. Differentiated Value

This is the heart of your positioning. How do your unique capabilities translate into business outcomes that matter? For example, faster onboarding, cost savings, or improved accuracy. This value must be clear and compelling.

4. Best-Fit Customers

Who are the specific buyers that care most about your differentiated value? Narrowing your audience sharpens your message and improves resonance.

5. Market Category

Finally, place your product in a market category that buyers recognize. This helps them understand what you do quickly and compare you fairly.

When these five pieces fit together, you create a powerful narrative that guides your sales pitch and marketing messaging. It answers the buyer’s key question: “Why pick you?”

Mastering positioning is a game-changer that sets the stage for every successful sales interaction.

Sources: Goodreads reviews, Medium article, Sobrief summary 4 3 2