You know it’s a great week when you get to spend an hour with April Dunford.

On Thursday, PMM Camp community members joined April Dunford for a private session on turning positioning into a powerful sales pitch. And let me tell you, it was packed with insights (and a lot of giggles, too).

One big takeaway? Even the best positioning won’t sell itself.

April’s newest book, Sales Pitch, helps PMMs build a narrative that clearly communicates how your product is different and better than anything else on the market.

Today, I’m going to break down her 8-step process so you can use it too.

Let’s get into it.

The 8-Step Sales Pitch Framework

If your sales pitch isn’t working, it’s likely because buyers don’t have the right context. They don’t see why your differentiated value matters.

April’s framework solves this by setting the stage first in what she calls The Setup.

There are three core components to The Setup stage:

• Insight – What do you know about the market that others don’t? Start with a perspective that shifts how the buyer thinks about the problem.

• Alternatives – What options does the buyer have? Lay out the existing solutions (including the status quo) and their pros and cons.

• Perfect World – If they could design the ideal solution, what would it look like? This primes them for why your product is the best answer.

You’ll notice that we haven’t even introduced your product yet. This is intentional. Once you’ve nailed The Setup, then you can move on to The Follow-Through. This is where we introduce the prospect to your solution.

There are five core components to the Follow-Through stage:

• Introduction – Now introduce your company and product, with the right context in place.

• Value – Walk through the unique value you provide, tied directly to what they care about.

• Proof – Back it up. Case studies, data, success stories, marketable metrics — anything that makes it real.

• Objections – Tackle common concerns head-on.

• Ask – End with a clear next step —request a demo, start a trial, etc.

Instead of overwhelming the prospect with product features upfront (which is an absolutely terrible experience), April’s structure guides the buyer to your solution. It makes your differentiation obvious before you even mention your product.

I can’t do April’s framework justice in just one newsletter (despite my best efforts). If you want to apply her framework yourself, I highly recommend you read both of her books — first, Obviously Awesome, and then, Sales Pitch.

You’ll be in good hands.

CAMPER ESSENTIALS

📚 Reading List: Need help building a differentiated POV for your product? My friend Talya just launched her new website and offering. The site’s a masterclass in itself in how to position yourself well as a consultant.

🎧 Playlist: Want more April Dunford goodness? Binge her podcast Positioning with April Dunford. I highly recommend her episode on Customer-Led Growth with Georgiana Laudi.

I’m obsessed with The Traitors. Are you obsessed with The Traitors? You should be. And you should register for Day Camp, where I’ll be dropping an unbelievable amount of references to the strategic mastery of Boston Rob on the aforementioned show and the greatest show of all time, Survivor.