A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

**April Dunford** (0:01)
40% to 60% of B2B purchase processes end in no decision.
If you scratch on that data, the majority of those aren't saying, well, I'm not making a decision to buy something new because the old thing we were doing is better. That's not true at all. In fact, the majority of those is, they couldn't figure out how to make a choice confidently. So what they did was they just went to their boss and said, you know what, now's not a good time. But let's not do it now, let's do it next year. Let's just delay it, because that is the safe, risk-free thing for that person who's on the hook to make the decision to do.

**Lenny Rachitsky** (0:39)
Today, my guest is April Dunford. April is the world's foremost authority on product positioning. She's the author of the bestselling book, Obviously Awesome, which is my favorite book on positioning. And this is her second time on the podcast because she just published a new book called Sales Pitch, which builds on her 25-year career as VP of Marketing and advisor to companies like Google and Epic Games and many others. The book guides you through a better way to pitch and sell your product. And in our conversation, April shares the framework that she has seen work most often in getting potential customers to get excited about your product and to decide to buy your product. Like I say at the top of this episode, you will become better at pitching and selling your product by the end of this episode. And if that's useful to you, which it should be, this episode is for you. With that, I bring you April Dunford after a short word from our sponsors.
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April, thank you so much for being here. Welcome back to the podcast.

**April Dunford** (3:51)
It's so great to be back.
We were talking about this earlier, but it feels like it was so long ago when I did the last one. Like I was one of the first guests and I feel like, man, you've been running this thing forever. And that was like a year ago.

**Lenny Rachitsky** (4:05)
It feels like a lifetime, but it was about a year ago.

**April Dunford** (4:08)
But what you've done with it is amazing, right? Like the growth in it and everything else, like it's super inspirational.

**Lenny Rachitsky** (4:13)
Thanks, April. I appreciate that.

**April Dunford** (4:16)
It's true, though. Like, I think everybody looks at your stuff and goes, what the heck?