Using CONTENT TO SELL (Become A Valuable Resource To Your Customers) With Koka Sexton

The old playbook of cold calling and feature-dumping is dead. In this conversation with Salesman.com, Koka Sexton lays out the modern approach to selling through content --- not as a marketing tactic, but as a core sales skill. He explains how top performers use content to warm up cold outreach, answer objections before they surface, and position themselves as the obvious choice before a formal evaluation even begins. The discussion covers practical workflows: what content to share at each stage of the deal, how to build a personal content arsenal without a production team, and how to measure whether your content actually influences pipeline. Sexton also addresses the most common objection from sellers --- "I don't have time to create content" --- with a lightweight system that fits into an existing sales workflow. This is for any seller who wants prospects calling them with questions instead of chasing down unresponsive leads.