5 myths of sales and marketing

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

+

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++

= 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

Sterling@StepResearch.com