How to Frame a Sales Conversation

Listen to this episode from Positioning with April Dunford on Spotify. In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.You will learn: * Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.* Pros and cons of starting with the problem statement in a sales conversation.* Why focusing on market changes might not be as effective as it seems in sales.* The challenges of relying solely on discovery at the beginning of a sales call.* How starting with your company’s specific value can shape the conversation.* Differences in framing strategies for enterprise vs. small businesses.* The importance of positioning yourself as an expert rather than following generic sales approaches.—If you want to skip ahead: 02:30 - Defining the Problem in Sales Conversations06:15 - Presenting Market Changes to Frame Your Pitch10:00 - Starting with Discovery in Sales Pitches14:20 - Why Problem Framing Can Fall Short22:10 - Benefits of Leading with a Unique Insight27:00 - Using Your Value to Frame Discovery30:00 - Practical Tips for Structuring Your Sales Pitch—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April’s newsletter: https://aprildunford.substack.com/ April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ April’s Instagram: ⁠https://www.instagram.com/aprildunford/ April’s Twitter/X: https://twitter.com/aprildunford April’s TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode: * April’s most recent book, “Sales Pitch” (see links below). —Get April Dunford’s books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22 Bookshop: