The Cognitive Marketer

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.

Customers don't buy what we're selling. Price is unrelated to the value we're bringing.

Price is not just a number. Price is a feeling.

Just about everything we buy, that we value, comes with a story included.

And yet, most marketers don't invest enough, don't take enough care, and don't persist enough in making sure the story is worth what was paid for it.