Positioning, Value, and Objection Handling

Positioning, Value, and Objection Handling

From Positioning with April Dunford by April Dunford

February 27, 2025 · 25 min · Season 2 · Episode 16

About this episode

April Dunford discusses the differences between positioning product value and handling objections in B2B sales.

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…

People in this episode

Host: April Dunford

Topics covered

  • positioning
  • value
  • objection handling
  • B2B
  • buyer personas
  • sales strategies

Keywords

  • value drivers
  • objection handling
  • buyer personas
  • B2B sales
  • product positioning
  • sales objections

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