“April Dunford was on this podcast and she has this book that she put out recently called the sales pitch”
Sales Pitch
By April Dunford
0 recommend/use · 2 sourced episodes
Every sourced reference
Short attributed excerpts only. Timestamps are approximate.
“The book is called Sales Pitch: How to Craft a Story to Stand Out and Win.”
Related frameworks
Arming the Champion
Win the champion first, then pre-load them to defeat every other stakeholder's objection
Bowling Pin Market Entry
Dominate one underserved niche, then knock over adjacent segments until you can challenge the leader
Compelling Reason to Buy (Not to Sell)
In the bowling alley it is never about you — close the laptop and collect problem domain knowledge.
Teaching the Customer How to Buy
Beat indecision by de-risking the buyer's decision, not by piling on FOMO
The Beachhead Segment Formula
Pick a first market that is big enough to matter, small enough to lead, and fits your crown jewels.
The Best-Rep Pitch Pilot
Roll out a new sales pitch by piloting it with your best rep, then let sales sell sales
The Bowling Alley Adjacency Expansion
Grow segment by segment along adjacencies — same customer new use case, or same use case new customer.
The Chasm Positioning Formula
Technology leaders who have specialised and committed to THIS problem — respect the incumbent, outclass the peers.
The Four Go-To-Market Playbooks
Early Market, Bowling Alley, Tornado, Main Street — each has its own playbook, and mixing them backfires.
The Marquee Customer and the 10th Executive Sponsor
Before you cross the chasm, win one famous logo — by finding the one exec in ten who wants to leapfrog.
The Setup-and-Follow-Through Sales Pitch
Structure a sales pitch as market setup then differentiated value, not a feature walk-through
The 'So What?' Ladder to Differentiated Value
Ladder a differentiated feature up through repeated 'so what?' until you reach value rivals can't match
The Value-State Test for Crossing the Chasm
VC money buys a change in your company's value state — you have crossed when you no longer need the next round.
Trapped Value and the 10% Capture Rule
Find the pool of value your technology unlocks — you keep roughly 10% of what you release.
People in these episodes
Related resources
- Apple
- Apple Podcasts
- Arcade
- Auth0
- AuthKit
- AWS
- Be Useful
- ChatGPT
- CIA
- Coda
- CommandBar
- Composer
- Crossing the Chasm
- Eppo
- Figma
- G2
- Gartner
- Gong
- Help Scout
- Khan Academy
- La Product Conference
- Lamy
- Lamy AL-star
- Lenny's Podcast
- LevelJump
- Microsoft Copilot
- Microsoft Teams
- Muji pens
- Obviously Awesome
- OpenAI
- Oracle
- Paris
- Positioning: The Battle for Your Mind
- Salesforce
- Snowpiercer
- Spotify
- Substack
- The Challenger Customer
- The Challenger Sale
- The JOLT Effect
- Uber
- WorkOS
- Zendesk
Spot an error or want this page removed? Request a correction or removal.