Do You Sell, or Do You Help Your Customers Buy? — April Dunford

Bill Gallagher

Good sales pitches aren’t about what you have to offer. An effective sales pitch is all about what you have to offer that the other guys don’t have. When you can identify that selling point, you’re headed in the right direction to close the deal.


April Dunford is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy and has launched 16 products to market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales, and marketing teams through training, workshops, and keynote talks.


April offers invaluable insights from her latest book Sales Pitch: How to Craft a Story to Stand Out and Win. She goes deep into the art of effective pitching and selling and shares the specific framework she has used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games.


Nobody likes buying insurance. Shopping for B-to-B software is nobody’s favorite pastime. And when it came time for April to buy a new toilet, she learned just how painful buying can be. Sorting through features is overwhelming, and the sheer number of decisions that have to be made around making one single purchase can be enough to make anyone give up and head in the opposite direction.


40 to 60% of B-to-B tech purchase processes end in no decision. When buyers are overwhelmed by their options and feel that they don’t have access to the information they need to make an informed decision, the easy answer is to prolong the decision altogether and not buy anything.


Overwhelmed buyers need a guide — not a pushy salesperson — to help them identify the most critical elements of their purchase and make a decision. Customers don’t really care about the features themselves, they care about what those features are going to do for their business.


There is always an alternative to solving a problem, and customers need to clearly see that their best option is to buy from you. The question you are trying to answer isn’t “why pick us,” it’s “why pick us over the other guys.” Identifying the key differentiators and highlighting that value to others is a critical first step to closing the sale.


Interview Links:

April Dunford



Growth Navigator Coaching

Scaling Up Summits (Select Bill Gallagher as your coach during registration for a discount.)

Bill on YouTube

Recruiter.com Short List (use code scaleup)


Scaling Up is the best-selling book by Verne Harnish and our team for Scaling Up Coaches (formerly Gazelles). We share how the fastest-growing companies succeed where so many others fail.


Bill Gallagher, Scaling Coach and host of the show, is an international business coach who works with C-Suite leaders to achieve breakthrough growth.


We help leadership teams with the biggest decisions around People, Strategy, Execution, and Cash so that they can Scale Up successfully and beat the odds of business growth. Scaling Up is based on Verne’s original best-selling business book, Mastering the Rockefeller Habits.


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