Buyer Legends: The Executive Storyteller’s Guide

payroll services for his high-tech start up but is extremely concerned with privacy and security. Or we could construct a Buyer Legend, a vivid story, of a compliance-obsessed Executive Assistant who has been tasked with finding online accounting options for the VP of Operations.

This is simply one among many Buyer Legends. We could construct a Buyer Legend of a young entrepreneur who needs

The faces look like the entrepreneurs and business owners he meets and networks

“So, I took a little time to write up the first part of a one-sheet that Connie can download from the page and then print out for her boss. I wanted to show it to you and see what you thought before I spent any more time on it.” Marta is now glowing with confidence.

One of the testimonials tells of a customer’s struggle with deployment and how the customer support team worked closely with his staff to fix the problems. Vince is wise enough to know these types of deployments always have problems, and because the testimonials don’t seem to cherry-pick perfect customer experiences, his confidence that this compan