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Public evidence record

April Dunford

Published podcast speaker

Claims
19
Episodes
2
Shows
1
Named items
4

Books, apps, and tools

The evidenced stack.

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book / recommends

The Challenger Customer

“Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that.”

Lenny's Podcast · 22 Oct 2023

Evidence receipt · Source ↗

book / recommends

The JOLT Effect

“Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that.”

Lenny's Podcast · 22 Oct 2023

Evidence receipt · Source ↗

book / recommends

Positioning: The Battle for Your Mind

“Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that.”

Lenny's Podcast · 22 Oct 2023

Evidence receipt · Source ↗

book / recommends

The Challenger Sale

“Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that.”

Lenny's Podcast · 22 Oct 2023

Evidence receipt · Source ↗

Claim ledger

What April said.

19 transcript-backed records

01 / recommendation

Recommends The JOLT Effect. Recommends The Challenger Sale. Recommends The Challenger Customer. Recommends Positioning: The Battle for Your Mind. Recommends The How to Book. Recommends What is it in the first place.

“Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that.”
Speaker
April Dunford
Publisher
Lenny's Podcast

03 / belief

If we think about a typical sales call, like let's say a sales call is half an hour, 45 minutes, I would expect to spend more than half of the time in the sales call in this differentiated value phase.

“If we think about a typical sales call, like let's say a sales call is half an hour, 45 minutes, I would expect to spend more than half of the time in the sales call in this differentiated value phase.”
Speaker
April Dunford
Publisher
Lenny's Podcast

04 / belief

I think that hurdle is a lot more than you think. So we obviously have to compete with status quo, we can't ignore status quo, because sometimes status quo just is good enough and so we can't ignore that.

“I think that hurdle is a lot more than you think. So we obviously have to compete with status quo, we can't ignore status quo, because sometimes status quo just is good enough and so we can't ignore that.”
Speaker
April Dunford
Publisher
Lenny's Podcast

05 / belief

Now I'm totally paralyzed." And so there's an assumption that companies are very motivated by this FOMO thing, but I think that that is not always true, and if the customer is actually indecisive, throwing in this FOMO thing isn't going to do it.

“Now I'm totally paralyzed." And so there's an assumption that companies are very motivated by this FOMO thing, but I think that that is not always true, and if the customer is actually indecisive, throwing in this FOMO thing isn't going to do it.”
Speaker
April Dunford
Publisher
Lenny's Podcast

06 / uncertainty

Then it happens and you're like, that wasn't that bad. And so I don't know if this is good or bad, but lately I'm in this zone of I'm in this kind of chill zone where I'm like, nothing's a big deal, man.

“Then it happens and you're like, that wasn't that bad. And so I don't know if this is good or bad, but lately I'm in this zone of I'm in this kind of chill zone where I'm like, nothing's a big deal, man.”
Speaker
April Dunford
Publisher
Lenny's Podcast

07 / belief

I think we've seen the statistics on this that says the buyer is 80% of the way through their buying journey by the time they talk to your sales rep.

“I think we've seen the statistics on this that says the buyer is 80% of the way through their buying journey by the time they talk to your sales rep.”
Speaker
April Dunford
Publisher
Lenny's Podcast

08 / preference

It's going assign your customers a ticket number and it's going to try to drive them to low cost channels. So can we agree that in a perfect world for digital business like yours, we'd want something as easy to use as a help desk, but had all the bells and whistles so we wouldn't have to migrate to something else.

“It's going assign your customers a ticket number and it's going to try to drive them to low cost channels. So can we agree that in a perfect world for digital business like yours, we'd want something as easy to use as a help desk, but had all the bells and whistles so we wouldn't have to migrate to something else.”
Speaker
April Dunford
Publisher
Lenny's Podcast

10 / evaluation

The other thing you bring up is I think an interesting thing to think about too that really messes people up in these situations is that in B2B, typical purchase process, we have five to seven people involved in making the deal happen and so there's this complexity we don't have a consumer, but a lot of people I think overcomplicate that.

“The other thing you bring up is I think an interesting thing to think about too that really messes people up in these situations is that in B2B, typical purchase process, we have five to seven people involved in making the deal happen and so there's this complexity we don't have a consumer, but a lot of people I think overcomplicate that.”
Speaker
April Dunford
Publisher
Lenny's Podcast

11 / recommendation

We you have choices here. So most of the folks we work with start with a shared inbox, and that's great because it's really easy, really easy to use all that stuff.

“We you have choices here. So most of the folks we work with start with a shared inbox, and that's great because it's really easy, really easy to use all that stuff.”
Speaker
April Dunford
Publisher
Lenny's Podcast

12 / prediction

I think that structure looks a lot like the structure we use in a VC pitch or an investor pitch because we're talking about much longer timelines and we can say, "Look, the world is really changing and 10 years from now there's going to be chaos and destruction and the only one standing is us and therefore there is no competition.

“I think that structure looks a lot like the structure we use in a VC pitch or an investor pitch because we're talking about much longer timelines and we can say, "Look, the world is really changing and 10 years from now there's going to be chaos and destruction and the only one standing is us and therefore there is no competition.”
Speaker
April Dunford
Publisher
Lenny's Podcast

13 / evaluation

We're trying to come in and actually give credit where credit is due with the other approaches, because typically the other approaches work just fine for other kinds of companies.

“We're trying to come in and actually give credit where credit is due with the other approaches, because typically the other approaches work just fine for other kinds of companies.”
Speaker
April Dunford
Publisher
Lenny's Podcast

16 / recommendation

I know, but here's the thing that I think people should think about when they're looking at all this stuff because it's terribly confusing if you're trying to figure this out.

“I know, but here's the thing that I think people should think about when they're looking at all this stuff because it's terribly confusing if you're trying to figure this out.”
Speaker
April Dunford
Publisher
Lenny's Podcast
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