In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation.
You will learn:
* The myth of having no product differentiation and what it means for B2B technology companies.
* The importance of understanding competitive alternatives and translating capabilities into customer value.
* Why a lack of differentiation leads to poor sales and business growth issues.
* How irrational buyer decisions are influenced by the need to avoid risks.
* The concept of "value blindness" and its impact on the marketing team.
* The dangers of focusing solely on losses while ignoring the importance of analyzing wins.
* How "product pessimism" can spread within teams and damage overall morale.
* The significance of cross-functional collaboration in aligning a company's positioning strategy.
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If you want to skip ahead:
02:30 - Question of Differentiation in B2B Products
04:29 - The Stakes of Differentiation in Buyer Decisions
06:39 - Recognizing Value in a Product
09:25 - Addressing Misconceptions About Differentiation
12:50 - Understanding True Competitive Alternatives
17:44 - The Importance of Analyzing Wins
22:47 - The Role of Segmentation in Positioning
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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
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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
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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 on Apple Podcasts: https://apple.co/3PFHcWx
Subscribe on Spotify: https://spoti.fi/4aqyDqI
Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
