A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

Forty to sixty percent of B to B purchase processes. End in No decision. If you scratch on that data, the majority of those aren't saying, Well, I'm not making a decision to buy something new because the old thing we were doing is better. That's not true at all. In fact, the majority of those is they couldn't figure out how to make a choice confidently.

So what they did was they just went to their boss and said, You know what? Now's not a good time. Let's not do it now. Let's do it next year. We'll just we'll let's just delay it. Because that is the safe risk free Thing. For that.

person who's on the hook to make the decision to do. Today my guest is April Dunford. April is the world's foremost authority on product positioning. She's the author of the best selling book, Obviously Awesome, which is my favorite book on positioning, and this is her second time on the podcast. Because she just published a new book.

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