We’re bringing back one of our most popular episodes from the archive with Ron Tite, because the lessons are just as relevant today as when we first recorded it. As salespeople, we all know that grabbing attention and earning trust are two of the hardest (and most critical) parts of the job. Ron breaks down exactly how to do both without relying on gimmicks or old-school tactics.
Meet Ron Tite
Ron Tite is the founder and keynote speaker of the Toronto-based agency Church+State, and the author of Think Do Say: How to Seize Attention and Build Trust in a Busy, Busy World. With a background as an executive creative director at a multinational ad agency and years of experience as a stand-up comedian, Ron brings a unique blend of creativity, storytelling, and practical business insight to the world of sales and marketing.
Why Attention Alone Isn’t Enough
Salespeople are fighting for space in an overcrowded marketplace. From flashy billboards in Times Square to hyper-targeted street-level sellers, everyone’s competing for attention. But attention without trust won’t get you very far. Ron explains why chasing vanity metrics is a dead end and how to build credibility in a noisy world.
The Three Anchors: Think, Do, Say
Ron shares a simple but powerful framework:
· Think: What do you truly believe in as a salesperson?
· Do: How are you reinforcing those beliefs through your actions?
· Say: How are you communicating them authentically without falling into “pitch slap” mode? When you align these three, your outreach feels human, real, and trustworthy.
Invest in Being Good
Just like comedians can’t fake being funny, salespeople can’t fake caring about their clients. Long-term success doesn’t come from gimmicks or platform-hopping, it comes from genuinely adding value and building relationships.
Real-World Examples
· Red Bull: Their entire brand is built on a belief (life with an adrenaline rush is better) and consistently reinforced through actions and messaging.
· Ron’s own career: His first big client came not from tricks, but from trust he’d built over years.
Lessons for Sales Leaders
· Don’t hire someone hoping they’ll “save” the business—hire coachable people who are hungry to learn.
· Give your team clear responsibilities so they can excel where they’re strongest.
· Focus on humanity and credibility over hacks and short-term wins.
“Looking for ways to seize attention and build trust may be difficult, but resist the desire to scheme. Do the hard work, be human, and focus on solving real problems.” – Ron Tite
Resources
· Connect with Ron Tite on LinkedIn or follow him on Twitter and Instagram.
· Check out his book: Think Do Say.
· For more sales insights, connect with Donald on LinkedIn, Instagram, Twitter, or Facebook.
Sponsorship Offers
1. This episode is brought to you in part by Hubspot.
With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.
2. This episode is brought to you in part by LinkedIn.
Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at