The best salespeople are not trying to persuade someone to come to their point of view. They’re giving customers relevant and pertinent information affecting the purchasing decision, based upon what they understand to be the most important considerations for the buyer.

The best salespeople are not trying to persuade someone to come to their point of view. They’re giving customers relevant and pertinent information affecting the purchasing decision, based upon what they understand to be the most important considerations for the buyer.

Sell the hole, not the drill

Cut through the marketing noise with The Cognitive Marketer. In weekly 2-minute episodes. Host Gee Ranasinha, CEO of marketing agency and behavioral science practice KEXINO, shares fresh perspectives on what makes customers tick, why certain messages work, and how to build marketing that actually moves the needle. This isn't about tactics, trends, or "the next shiny thing." It's about understanding the underlying psychological triggers guiding buying decisions and using that knowledge to create smarter, more effective marketing.

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Sell the hole, not the drill

Sell the hole, not the drill