Gee Ranasinha – Think Like Your Customer, Not Like Your Company

SEASON: 5 EPISODE: 25 Episode Overview: Welcome back to the Becoming Preferred podcast, where we bring you the insights you need to stand out from the competition and thrive. Today, we have an incredible guest who has not only witnessed but actively shaped the evolution of marketing over the last few decades. From the very early days of the internet our guest has been at the forefront, adapting and innovating. He's Gee Ranasinha, the CEO of KEXINO, an award-winning marketing agency that has been the secret weapon for over 400 startups and small businesses across 20 countries. Gee and his team help these businesses achieve the holy grail of success: growing awareness, reputation, trust and sales. Prepare to extract some serious wisdom from a seasoned pro who understands exactly what it takes to become preferred in today's complex market. Join me for my conversation with Gee Ranasinha.  Guest Bio: Gee has been in marketing since the days of dial-up internet and AOL CDs. Today, he’s the CEO of KEXINO, an award-winning marketing agency. Over the past 16 years KEXINO has helped over 400 startups and small businesses in around 20 countries grow awareness, reputation, trust – and sales. A Fellow of the Chartered Institute Of Marketing, Gee is also Visiting Professor at two business schools, teaching Marketing and Behavioral Economics to final-year MBA students. Outside of work Gee loves to cook, listens to music on a ridiculously expensive hi-fi, and plays jazz piano very badly. Resource Links:Website: https://kexino.com/Product Link: https://kexino.com/services/marketing/ Insight Gold Timestamps: 05:50 A differentiator at the beginning was that we would lead with a business problem 08:43 Nothing every dies, it just gets fragmented 11:04 The vast majority of our total addressable market is not ready to buy at that exact specific time 13:47 The marketers of their day understood how we as buyers considered and remembered brands at the point of purchase 15:00 Thinking Fast and Slow 18:49 One of the biggest obstacles we face is ignorance of what marketing is 21:11 Nobody spent any time on the single biggest factor of any website that drives conversion 25:08 The reason it sounds too good to be true is because it is too good to be true 29:18 A thing called the 'sunk cost fallacy' 31:54 Price isn't necessarily the deciding factor, as how buyers perceive value 34:20 I would say the lion's share of the reason why a B2B sale happens is not because you are selling the best product... 37:34 The biggest competition is sometimes is not doing anything 38:51 Four words: Talk to your customers! 39:08 Our customers are our biggest advocates 40:30 A fantastic question to ask an existing customer... 42:01 The best way people can find you if they wanna reach out to you is kexino.com Connect Socially: LinkedIn: <a href="https://www.linkedin.com/in/ranasinha/"...