5 myths of sales and marketing
DESCRIPTION
How consumer and behavior insight analysis reveals the truth for 5 myths in the sales and marketing world.TRANSCRIPT
5 Myths of Sales and Marketing
Changing the Paradigm of the Sales and Marketing Industry Through Personality Type
2009
Personality Type &
Business Results
Sales ResultsSales Methods
Marketing Efforts
2 Years
Over 12,000 Assessments
Jungian Psychology
16 Personality TypesMyers-Briggs Type Indicator
DISCSocial Styles
Neuroscience ResearchEEG of Personality
Personality & Psychological Type
Marketing & Sales=
Communication&
Decisions
Marketing & Sales=
Project Proposal
Marketing & Sales=
Big Idea Pitch
Marketing & Sales=
Consulting Pitch
Marketing & Sales=
Resume & Interview
5 Myths
5 Solutions
5 Techniques
5 Real World
Need to Leverage Personality Type
Examples:16
MBTI types
Myth 1Just Change Your Pitch
Sales Trainers & Experts20%
Hypothesis:
Sales People Sell“The way they want to
be sold”
They sell their own type
Everyone was wrong
Don’t vary the pitch
Narrow grouping of type
example: ENFP = ENFPESTJ = ESTJ
60%
35%
example: ENFP = ISFJENTJ = ESFP
35%
TrainingExperience
ENTJ = xSFx
5%Truly adjust their style and pitch
Solution
Educate
Logical - start with the problems
Technique # 1
Personality Type Knowledge
=>Sales and Marketing
In the Real World
Most Sales Teams...
MetricsRelationship
5050
Fastest Method
Stereotypes
Own Bias
They Want
Personality Type affects Decisions
Personality Type affects Sales
Just Being Aware
Myth 2Selling Half a Couple
ENFP ISTJ
Artist Accountant
Salesperson
Carla = ENFP
ENFP ISTJ
1 in &
1 out
Focus on the Decision Maker
Focus on the Decision Maker
More of the Same
STOP
Lost Sales
High Cancellations
Solution
2 Different Pitches
Technique # 2
Couples or
Business PartnersWalt and Roy Disney
Different People
Different Pitch
In the Real World
2 Languages?
In one conversation?
It is NOT weird!
They know
Grateful
Couples
Business Partners
Grateful
Myth 3The Perfect Pitch
Option 1
Tweaking for best results
Tuning to one Personality Type
Focusing on their most common type
Pitch for 20%
Losing sales to the other types
Hard sell industries:
~20%
Instructed to say:“I am new here”
Intended to create a connection and trust
Relationship
Shows lack of competence
Logical
Option 2
Build a pitch with parts for all types
All things toAll people
Wasting 80% of the pitch time
Wasting 80% of the advertising time
Solution
Building multiple pitches
Align the right pitch to the right person
Technique # 3
Be Prepared
You&
Your Materials
In the Real World
Assess Before
Send it to them
Tell them
“I am going to use this to customize the presentation and save time by focusing on what is important to you"
Show them
How you customized it
Ask them what they prefer!
Myth 4The Ideal Customer
Defining Ideal Customer by Demographics
AgeIncome
Ethnicity
Geographics
Grouping=
Segmentation
Targeted Communication
Marketing & Sales=
Communication&
Decisions
Jungian Psychology=
Perceiving (S & N)&
Judging (T & F)
Perceiving = Communication
& Judging =Decisions
Perceiving Functions
JudgingFunctions
Marketing SegmentationNOT
How people buy
Solution
Segment by How they buy
Segment by Psychographics
Technique # 4
Identify
Homework
In the Real World
Small Companies
=Focus
Big Companies
=Multiple Segments
Myth 5Hot Streaks and Slumps
Standard Sales Results
Mike
Mike is a good sales person
A Deeper Look
Split the Population
Even Deeper
Split Again
+
+ = 0%
++
= 0%
++
= 0%
= 0%
++
= 0%
= 0%
++
+
= 0%
= 0%
++
+ =
= 0%
= 0%
++
+
+
=
= 0%
= 0%
++
+
+ =
=
= 0%
= 0%
Same Pattern Over Time
+
+ = 5.88%
++
= 5.88%
++
= 5.88%
= 0%
++
= 5.88%
= 0%
++
+
= 5.88%
= 0%
++
+
= 5.88%
= 0%
= 13.89%
++
+
+
= 5.88%
= 0%
= 13.89%
++
+
+
= 5.88%
= 0%
= 13.89%
= 15.38%
Other People?
Same Sales Floor
Same Time Frame
Different Sales Cluster
Solution
Slumps&
Streaks
Results are NOT Random
Results are NOT Random
What is random?
What is random?
Control who is assigned
Control who is assigned
Control the results
If Mike Is Lucky...
Random Distribution
The Sales Are Not Luck
Mike Earned Them
With His Selling Style
Company Sales Streaks and Slumps
Monthly Sales =
Type Distribution
Technique # 5
5%Truly adjust YOUR style and pitch
In the Real World
Harder
Too much
ProductSituation
Customer
Easy to fall back
Reason for only5%
It’s Hard
Change is Coming
#1 Research Company for IT and Software
May 2011
Customer Relationship Management
(CRM)Annual Report
Demographics
Psychographics
In 2011, marketers will need to enhance their customer databases with information that is much deeper than the demographic and history profile data typically gleaned from social networks.
Marketers will also need to track psychographic behavior (attributes relating to personality, values, attitudes, interests and lifestyles) to prepare for the next wave of innovation in campaign management.
By gathering a more holistic view of their customers' behaviors, marketers may be able to reduce the perception that their messages are "interrupting" their customers.
Opportunity for Personality Type
Psychographics
Typeographics
