Positioning, Value, and Objection Handling

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions. You will learn: * (00:00) Why Value and Objection Handling Aren’t the Same * Value drives purchase decisions, while objection handling removes potential blockers. * Focusing on core value themes helps customers remember what sets your product apart. * (04:56) Turning Features into Meaningful Value * Product capabilities only matter when translated into business outcomes customers care about. * Asking “so what?” ensures features connect to tangible benefits. * (07:24) Objections: Identifying, Anticipating, and Handling Them * Objections often arise from non-buying stakeholders like IT, legal, and end users. * Objection handling should occur after establishing value, not before. * (14:18) Understanding the Roles in a B2B Buying Committee * Champions push deals forward, while other personas can stall or block decisions. * Equipping champions to navigate internal objections increases deal success rates. * (20:49) When Objection Handling Becomes a Value Driver * Poor competitor performance can turn typical objections into selling points. * Listening to customer frustrations reveals opportunities for repositioning. — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April’s newsletter: https://aprildunford.substack.com/ April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ April’s Twitter/X: https://twitter.com/aprildunford — Get April Dunford’s books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow — This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com