In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions.

You will learn:

(00:00) Why Value and Objection Handling Aren’t the Same

* Value drives purchase decisions, while objection handling removes potential blockers.

* Focusing on core value themes helps customers remember what sets your product apart.

(04:56) Turning Features into Meaningful Value

* Product capabilities only matter when translated into business outcomes customers care about.

* Asking “so what?” ensures features connect to tangible benefits.

(07:24) Objections: Identifying, Anticipating, and Handling Them

* Objections often arise from non-buying stakeholders like IT, legal, and end users.

* Objection handling should occur after establishing value, not before.

(14:18) Understanding the Roles in a B2B Buying Committee

* Champions push deals forward, while other personas can stall or block decisions.

* Equipping champions to navigate internal objections increases deal success rates.

(20:49) When Objection Handling Becomes a Value Driver

* Poor competitor performance can turn typical objections into selling points.

* Listening to customer frustrations reveals opportunities for repositioning.

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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

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