Sales Pitch
by April Dunford
Dunford's structure for a sales narrative: insight, alternatives, perfect world, introduce your product, differentiated value, proof, objections, ask. It turns positioning into a repeatable pitch and is short enough to apply immediately.
Read it if…
your sales conversations wander and never land the differentiated value.
See the book →
Skip it if…
you have not done positioning work; read Obviously Awesome first.
Try instead: Inside the Tornado →
Three things you will actually use
- Start with the insight, not the product.
- Show the alternatives honestly.
- Proof before the ask.
Do this first
Rewrite your pitch in the book's eight steps and run it on a friendly customer.
Our verdict
Positioning turned into a pitch.
See the book →
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