Product managers know that storytelling can be a powerful tool to get closer to users. But how do you help your sales team use storytelling to position the product and conquer the market? In this presentation, April Dunford, Founder @ Ambient Strategy, provides a framework for creating a product "point of view" that salespeople can use to help the product stand out and win in highly competitive markets.
00:00 Intro
01:47 A « considered purchase » is different
05:51 What do customers actually want from vendors?
06:59 Example: April buys a toilet
14:05 Be a guide not a salesperson
17:56 A point of view pitch
21:27 Example of Help Scout point of view pitch & structure
24:26 Example of Leveljump positioning
29:20 Q&A
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