4 resources from April Dunford we point people to, and the questions each answers.
Exactly your decision, worked through with two examples and the segment problem that comes with it. Dunford also covers when a company story on top is right and when it is the invented platform narrative you are trying to avoid.
On April Dunford by April Dunford 27 min
Repositioning is really a category decision, and this is Dunford on picking the category that makes your strengths obvious rather than the one that sounds biggest. She also covers what confuses buyers when you land in the wrong one, which is your current problem.
On April Dunford by April Dunford 24 min
Matt Dixon's research on recorded sales calls found that most lost deals are not lost to a competitor, they are lost to a buyer who cannot decide. If your demos land well and the deal then goes quiet, this conversation explains what is really happening and how to lower the buyer's fear of choosing wrong.
On April Dunford by April Dunford and Matt Dixon 40 min
April Dunford walks through how to handle the big competitor in front of a buyer: name them, concede the ground they genuinely own, then be precise about the one case where you win. It turns positioning theory into words you can say out loud on a first call.
On April Dunford by April Dunford 30 min
