From the course: Stories Every Leader Should Tell

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What we do for our customers (a sales story)

What we do for our customers (a sales story)

From the course: Stories Every Leader Should Tell

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What we do for our customers (a sales story)

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- Have you ever listened to someone explain what they do for a living, after which you didn't have the slightest clue what they actually did? Of course you have. It might sound something like this: I run a company that integrates siloed marketing platforms into a single digital information exchange. You know, what does that even mean? Now, perhaps some of you are even thinking that sometimes the person spewing out those meaningless buzzwords is you. And that's one reason you need at least one good story to help explain in concrete terms what it is you or your company does for your customers. All right, here's an example. Ben Koberna is the founder and CEO of a reverse auction company. That means it finds and condenses several suppliers to participate in a competitive bidding process to supply whatever it is the client needs at the cheapest cost. And while that short description does accurately describe what his…

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