Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies.  In this episode, first I define value vs. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inform successful messaging that resonates with your customers.  Lastly, near the end of the episode, I discuss my book, “Sales Pitch: How to Craft a Story to Stand Out and Win,” which you can get from Amazon https://amzn.to/49l0ZRY and wherever good books are sold—see more links below. (When I originally published this episode, my book wasn’t out yet. But it’s been out for 10 months now and has received hundreds of 5-star reviews.)  — If you want to skip ahead:  (00:15) Defining value. (01:14) A story about Janna Systems and their biggest competitor, Siebel Systems. (04:19) How one sales rep changes everything. (07:35) How Janna Systems shifted their positioning and won over Siebel Systems. (08:34) Customers don’t care about your features. (10:28) Value vs. differentiated value and what really matters. (13:15) Value buckets. (14:06) Why value is difficult to understand. (16:06) Helping customers translate value on their own. (18:21) Mastering your product walkthrough. (20:00) The importance of proving your value to customers.   (21:47) Finding your best-fit customer. (23:50) Common mistakes to avoid.  (25:11) Differentiated value and the job of a market category. (27:43) How differentiated value informs messaging. (29:30) My book about sales pitches.  — 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 Twitter/X: https://twitter.com/aprildunford  — 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/3vosDzQ Apple Books: https://apple.co/3xihSzC — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe...