(1). A term used by salespeople in struggling business units to generally describe their service pitch to clients and intermediaries, meant to impart an endearing and almost human quality on the offering.
“I think we have a compelling story to tell about our expertise in the powdered milk space. Now, let’s hit those phones!”
(1). In marketing, a way to describe your expertise in an area in which you have no expertise.
“We like to take more of a hybrid approach with this type of engagement. We’ll be leveraging several strategic partners to assist our team here with the management of your account. While those providers will bill you separately, we feel this combination will bring to bear the best in class level of service you are looking for.”