In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features and value, and I'll 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, I'll give you a sneak peek of my upcoming book on sales pitches. 

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In This Episode, I Cover:

(00:00) Welcome to the Positioning Show

(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 hard 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) A tease on sales pitches and my upcoming book

(30:00) Thanks for listening, and please leave a review!

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Where To Find Me:

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

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Referenced:

• Janna Systems: https://www.crunchbase.com/organization/janna-systems-inc

• Siebel Systems: https://www.oracle.com/cx/siebel/

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Production and marketing by https://penname.co/