Explore every episode of the podcast The Cognitive Marketer
| Title | Pub. Date | Duration | |
|---|---|---|---|
| We're not selling what we think we're selling | 03 Aug 2025 | 00:01:04 | |
Spoiler alert: no one’s reading your fine print. They’re not basing their decision on your mission statement or your polished pitch. They’re watching. With the sound off. Trust is primal. It's earned through action, not declaration. | |||
| 'Good enough' is no longer good enough | 01 Aug 2025 | 00:01:23 | |
Most marketing today plays it safe. It’s inoffensive, generic, and built not to ruffle feathers> That means that, while it’s unlikely to get anyone fired, it's also unlikely to move the needle. | |||
| A sales process that's stuck in the past | 01 Aug 2025 | 00:01:04 | |
Still selling like it’s 2012? That might be your biggest problem. The way many businesses approach sales is outdated, outmoded, and flat-out ineffective. Today’s buyers are a different breed. They're educated, empowered, and already halfway down the funnel before they ever speak to sales. They've done their research, compared you to competitors, read the reviews, and maybe even made up their minds — all before you’ve had a chance to show them your PowerPoint slides. | |||
| Buyers don't purchase "the best" | 01 Aug 2025 | 00:01:05 | |
It's often not the "best" product that wins, as opposed to the one that seems the least risky . A surprising truth behind enterprise buying behavior: decision-makers aren't always chasing innovation, performance, or even value. They're looking for safety. B2B buyers lean toward what's familiar, trusted, and defensible, even if it isn't technically superior. | |||
| Sell the hole, not the drill | 01 Aug 2025 | 00:01:02 | |
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 2 ways of creating value | 01 Aug 2025 | 00:00:59 | |
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. | |||