In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face when they encounter unfamiliar products. I also tell a personal story about buying a toilet, and share an encounter with a skillful toilet salesman who taught me invaluable lessons about guiding customers. — In This Episode, I Cover: (00:00) Welcome to the Positioning Show (00:15) Today’s topic: How to take your positioning and translate it into a sales narrative (00:50) The right way to test your positioning (03:00) Why I didn’t cover sales pitches in my book, Obviously Awesome (05:09) Why positioning often fails the jump from marketing to sales (06:26) Why product walkthroughs fall short (07:18) How to build a great sales pitch (08:20) Buying is hard (09:30) A story about the time I had to buy a toilet (13:34) Takeaways from my toilet search, and how it relates to buyers (14:21) How a typical software transaction goes (16:14) The product walkthrough from the buyer's perspective (17:12) What happens when the buyer gets overwhelmed (18:49) How a toilet salesman sold me on a toilet (22:54) What we’ve been taught in sales, and whether or not you should follow that advice (24:39) If you want to do a fantastic job of selling, you need to become a guide (25:49) What our positioning describes (26:10) What to expect in my next episode — Where To Find April Dunford: Podcast Website: https://www.positioning.show/ Personal Website: https://www.aprildunford.com/ LinkedIn: https://www.linkedin.com/in/aprildunford/ Instagram: https://www.instagram.com/aprildunford/ Twitter: https://twitter.com/aprildunford — Referenced: • Obviously Awesome: https://www.aprildunford.com/books — Production and marketing by https://penname.co/