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 Conversations 06:15 - Presenting Market Changes to Frame Your Pitch 10:00 - Starting with Discovery in Sales Pitches 14:20 - Why Problem Framing Can Fall Short 22:10 - Benefits of Leading with a Unique Insight 27:00 - Using Your Value to Frame Discovery 30:00 - 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/3vosDzQ Apple Books: https://apple.co/3xihSzC Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books  Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22  Bookshop: a href="https://bookshop.org/contributors/april-dunford" rel="noopener noreferrer"...