Video · 30 min

A Buyer-Centric Approach to Competitive Positioning

April Dunford Free Beginner

A Buyer-Centric Approach to Competitive Positioning

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.

Watch on YouTube ↗

The question it answers

  1. Buyers keep comparing us to a big incumbent. How do I even respond in a first call?

Read with it

  1. Splits competitors into the hordes, the giants and the ghosts and gives a different move for each. The giants section is the... The Marketing Meetup Article · 15 min read Positioning Jujitsu: How to Win Against Powerful Competitors April Dunford
  2. Makes the distinction between competitors and competitive alternatives, and points out that the status quo wins roughly one... aprildunford.com Article · 8 min read Positioning and Competition April Dunford
  3. The founder's own account of entering an existing category (help desk) against Zendesk rather than inventing a new one, and... Freshworks Article · 9 min read The Freshdesk Story: Where and How it All Started Girish Mathrubootham
eChai Partner Brands The partnership →