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5 Myths of Sales and Marketing

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How consumer and behavior insight analysis reveals the truth for 5 myths in the sales and marketing world.

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5 Myths of Sales and Marketing

  1. 1. 5 Myths of Sales and MarketingChanging the Paradigm of the Sales and Marketing Industry Through Personality Type
  2. 2. 2009
  3. 3. Personality Type &Business Results
  4. 4. Sales Results Sales MethodsMarketing Efforts
  5. 5. 2 Years
  6. 6. Over 12,000Assessments
  7. 7. Jungian Psychology
  8. 8. 16 Personality TypesMyers-Briggs Type Indicator
  9. 9. DISCSocial Styles
  10. 10. Neuroscience Research EEG of Personality
  11. 11. Personality &Psychological Type
  12. 12. Marketing & Sales =Communication & Decisions
  13. 13. Marketing & Sales =Project Proposal
  14. 14. Marketing & Sales = Big Idea Pitch
  15. 15. Marketing & Sales =Consulting Pitch
  16. 16. Marketing & Sales =Resume & Interview
  17. 17. 5 Myths
  18. 18. 5 Solutions
  19. 19. 5 Techniques
  20. 20. 5 Real World
  21. 21. Need to Leverage Personality Type
  22. 22. Examples: 16MBTI types
  23. 23. Myth 1Just Change Your Pitch
  24. 24. Sales Trainers & Experts 20%
  25. 25. Hypothesis:
  26. 26. Sales People Sell“The way they want to be sold”
  27. 27. They sell their own type
  28. 28. Everyone was wrong
  29. 29. Don’t vary the pitch
  30. 30. Narrow grouping of type
  31. 31. 60% example:ENFP = ENFP ESTJ = ESTJ
  32. 32. 35% example:ENFP = ISFJENTJ = ESFP
  33. 33. 35% TrainingExperience
  34. 34. ENTJ = xSFx
  35. 35. 5%Truly adjust their style and pitch
  36. 36. Solution
  37. 37. EducateLogical - start with the problems
  38. 38. Technique # 1
  39. 39. Personality Type Knowledge =>Sales and Marketing
  40. 40. In the Real World
  41. 41. Most Sales Teams...
  42. 42. Relationship Metrics 50 50
  43. 43. Fastest Method
  44. 44. Stereotypes
  45. 45. Own Bias
  46. 46. They Want
  47. 47. Personality Typeaffects Decisions
  48. 48. Personality Type affects Sales
  49. 49. Just Being Aware
  50. 50. Myth 2Selling Half a Couple
  51. 51. ENFP ISTJ
  52. 52. Artist Accountant
  53. 53. SalespersonCarla = ENFP
  54. 54. ENFP ISTJ
  55. 55. 1 in &1 out
  56. 56. Focus on theDecision Maker
  57. 57. Focus on theDecision Maker More of the Same
  58. 58. STOP
  59. 59. Lost Sales
  60. 60. High Cancellations
  61. 61. Solution
  62. 62. 2 Different Pitches
  63. 63. Technique # 2
  64. 64. Couples orBusiness PartnersWalt and Roy Disney
  65. 65. Different People
  66. 66. Different Pitch
  67. 67. In the Real World
  68. 68. 2 Languages?
  69. 69. In one conversation?
  70. 70. It is NOT weird!
  71. 71. They know
  72. 72. Grateful
  73. 73. Couples
  74. 74. Business Partners
  75. 75. Grateful
  76. 76. Myth 3The Perfect Pitch
  77. 77. Option 1
  78. 78. Tweaking for best results
  79. 79. Tuning to onePersonality Type
  80. 80. Focusing on their most common type
  81. 81. Pitch for 20%
  82. 82. Losing sales to the other types
  83. 83. Hard sell industries: ~20%
  84. 84. Instructed to say: “I am new here”
  85. 85. Intended to create aconnection and trust
  86. 86. Relationship
  87. 87. Shows lack of competence
  88. 88. Logical
  89. 89. Option 2
  90. 90. Build a pitch with parts for all types
  91. 91. All things to All people
  92. 92. Wasting 80% of the pitch time
  93. 93. Wasting 80% of the advertising time
  94. 94. Solution
  95. 95. Building multiple pitches
  96. 96. Align the right pitch to the right person
  97. 97. Technique # 3
  98. 98. Be Prepared You &Your Materials
  99. 99. In the Real World
  100. 100. Assess Before
  101. 101. Send it to them
  102. 102. Tell them
  103. 103. “I am going to use this tocustomize the presentationand save time by focusing onwhat is important to you"
  104. 104. Show them
  105. 105. How youcustomized it
  106. 106. Ask them what they prefer!
  107. 107. Myth 4The Ideal Customer
  108. 108. Defining Ideal Customer by Demographics
  109. 109. Age Income Ethnicity Geographics
  110. 110. Grouping =Segmentation
  111. 111. TargetedCommunication
  112. 112. Marketing & Sales =Communication & Decisions
  113. 113. Jungian Psychology =Perceiving (S & N) & Judging (T & F)
  114. 114. Perceiving =Communication & Judging = Decisions
  115. 115. PerceivingFunctions
  116. 116. JudgingFunctions
  117. 117. Marketing Segmentation NOT How people buy
  118. 118. Solution
  119. 119. Segment byHow they buy
  120. 120. Segment byPsychographics
  121. 121. Technique # 4
  122. 122. IdentifyHomework
  123. 123. In the Real World
  124. 124. Small Companies = Focus
  125. 125. Big Companies =Multiple Segments
  126. 126. Myth 5Hot Streaks and Slumps
  127. 127. Standard Sales Results
  128. 128. Mike
  129. 129. Mike is a good sales person
  130. 130. A Deeper Look
  131. 131. Split the Population
  132. 132. Even Deeper
  133. 133. Split Again
  134. 134. +
  135. 135. + = 0%
  136. 136. + = 0%+
  137. 137. + = 0%+ = 0%
  138. 138. + = 0%+ = 0%
  139. 139. + = 0%+ = 0%+
  140. 140. + = 0%+ = 0%+ =
  141. 141. + = 0%+ = 0%+ =+
  142. 142. + = 0%+ = 0%+ =+ =
  143. 143. Same Pattern Over Time
  144. 144. +
  145. 145. + = 5.88%
  146. 146. + = 5.88%+
  147. 147. + = 5.88%+ = 0%
  148. 148. + = 5.88%+ = 0%
  149. 149. + = 5.88%+ = 0%+
  150. 150. + = 5.88%+ = 0%+ = 13.89%
  151. 151. + = 5.88%+ = 0%+ = 13.89%+
  152. 152. + = 5.88%+ = 0%+ = 13.89%+ = 15.38%
  153. 153. Other People?
  154. 154. Same Sales Floor
  155. 155. Same Time Frame
  156. 156. Different Sales Cluster
  157. 157. Solution
  158. 158. Slumps &Streaks
  159. 159. Results are NOT Random
  160. 160. Results are NOT Random
  161. 161. What is random?
  162. 162. What is random?
  163. 163. Control who is assigned
  164. 164. Control who is assigned Control the results
  165. 165. If Mike Is Lucky...
  166. 166. Random Distribution
  167. 167. The Sales Are Not Luck
  168. 168. Mike Earned Them
  169. 169. With His Selling Style
  170. 170. Company Sales Streaks and Slumps
  171. 171. Monthly Sales =Type Distribution
  172. 172. Technique # 5
  173. 173. 5%Truly adjust YOUR style and pitch
  174. 174. In the Real World
  175. 175. Harder
  176. 176. Too much
  177. 177. ProductSituationCustomer
  178. 178. Easy to fall back
  179. 179. Reason for only 5%
  180. 180. It’s Hard
  181. 181. Change is Coming
  182. 182. #1 Research Company for IT and Software
  183. 183. May 2011
  184. 184. Customer Relationship Management (CRM) Annual Report
  185. 185. Demographics
  186. 186. Psychographics
  187. 187. In 2011, marketers will need to enhance theircustomer databases with information that is muchdeeper than the demographic and history profiledata typically gleaned from social networks.Marketers will also need to track psychographicbehavior (attributes relating to personality, values,attitudes, interests and lifestyles) to prepare forthe next wave of innovation in campaignmanagement.By gathering a more holistic view of theircustomers behaviors, marketers may be able toreduce the perception that their messages are"interrupting" their customers.
  188. 188. Opportunity forPersonality Type
  189. 189. Psychographics
  190. 190. Typeographics
  191. 191. Sterling@StepResearch.com

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