This document discusses 5 myths of sales and marketing and provides solutions to improve effectiveness by incorporating an understanding of personality types. It describes how salespeople often sell based on their own type rather than adjusting their pitch for different customer types. Not varying the pitch enough can miss 60% of potential customers. It also discusses challenges with targeting "ideal customers" based only on demographics rather than how they perceive and make decisions. Understanding personality types can help explain why some salespeople experience inconsistent performance and why overall company performance may fluctuate month to month.

1. 5 Myths of Sales and
Marketing
Changing the Paradigm of the Sales and Marketing
Industry Through Personality Type

2. 2009

3. Personality Type
&
Business Results

4. Sales Results
Sales Methods
Marketing Efforts

5. 2 Years

6. Over 12,000
Assessments

9. Jungian Psychology

10. 16 Personality Types
Myers-Briggs Type Indicator

11. DISC
Social Styles

12. Neuroscience Research
EEG of Personality

14. Personality &
Psychological Type

15. Marketing & Sales
=
Communication
&
Decisions

16. Marketing & Sales
=
Project Proposal

17. Marketing & Sales
=
Big Idea Pitch

18. Marketing & Sales
=
Consulting Pitch

19. Marketing & Sales
=
Resume & Interview

20. 5 Myths

21. 5 Solutions

22. 5 Techniques

23. 5 Real World

24. Need to Leverage
Personality Type

25. Examples:
16
MBTI types

26. Myth 1
Just Change Your Pitch

28. Sales Trainers & Experts
20%

29. Hypothesis:

30. Sales People Sell
“The way they want to
be sold”

31. They sell their own type

32. Everyone was wrong

35. Don’t vary the pitch

36. Narrow grouping of
type

37. 60%
example:
ENFP = ENFP
ESTJ = ESTJ

38. 35%
example:
ENFP = ISFJ
ENTJ = ESFP

39. 35%
Training
Experience

40. ENTJ = xSFx

41. 5%
Truly adjust their style and pitch

42. Solution

43. Educate
Logical - start with the problems

44. Technique # 1

45. Personality Type
Knowledge
=>
Sales and Marketing

46. In the Real World

47. Most Sales Teams...

48. Relationship Metrics
50 50

49. Fastest Method

50. Stereotypes

51. Own Bias

52. They Want

53. Personality Type
affects Decisions

54. Personality Type
affects Sales

55. Just Being Aware

56. Myth 2
Selling Half a Couple

58. ENFP ISTJ

59. Artist Accountant

60. Salesperson
Carla = ENFP

61. ENFP ISTJ

62. 1 in
&
1 out

63. Focus on the
Decision Maker

64. Focus on the
Decision Maker
More of the Same

65. STOP

68. Lost Sales

69. High Cancellations

70. Solution

71. 2 Different Pitches

74. Technique # 2

75. Couples
or
Business Partners
Walt and Roy Disney

76. Different People

77. Different Pitch

78. In the Real World

79. 2 Languages?

80. In one conversation?

81. It is NOT weird!

82. They know

83. Grateful

84. Couples

85. Business Partners

86. Grateful

87. Myth 3
The Perfect Pitch

89. Option 1

90. Tweaking for best
results

91. Tuning to one
Personality Type

92. Focusing on their most
common type

93. Pitch for 20%

94. Losing sales to the
other types

95. Hard sell industries:
~20%

96. Instructed to say:
“I am new here”

97. Intended to create a
connection and trust

98. Relationship

99. Shows lack of
competence

100. Logical

101. Option 2

102. Build a pitch with parts
for all types

103. All things to
All people

104. Wasting 80% of the
pitch time

105. Wasting 80% of the
advertising time

106. Solution

107. Building multiple pitches

108. Align the right pitch to
the right person

109. Technique # 3

110. Be Prepared
You
&
Your Materials

111. In the Real World

112. Assess Before

113. Send it to them

114. Tell them

115. “I am going to use this to
customize the presentation
and save time by focusing on
what is important to you"

116. Show them

117. How you
customized it

118. Ask them what they
prefer!

119. Myth 4
The Ideal Customer

120. Defining Ideal Customer by
Demographics

121. Age
Income
Ethnicity
Geographics

122. Grouping
=
Segmentation

123. Targeted
Communication

125. Marketing & Sales
=
Communication
&
Decisions

126. Jungian Psychology
=
Perceiving (S & N)
&
Judging (T & F)

127. Perceiving =
Communication
&
Judging =
Decisions

128. Perceiving
Functions

129. Judging
Functions

130. Marketing Segmentation
NOT
How people buy

131. Solution

132. Segment by
How they buy

133. Segment by
Psychographics

134. Technique # 4

135. Identify
Homework

136. In the Real World

137. Small Companies
=
Focus

138. Big Companies
=
Multiple Segments

139. Myth 5
Hot Streaks and Slumps

140. Standard Sales Results

141. Mike

142. Mike is a good
sales person

146. A Deeper Look

147. Split the Population

169. Even Deeper

170. Split Again

190. +

191. + = 0%

192. + = 0%
+

193. + = 0%
+ = 0%

194. + = 0%
+ = 0%

195. + = 0%
+ = 0%
+

196. + = 0%
+ = 0%
+ =

197. + = 0%
+ = 0%
+ =
+

198. + = 0%
+ = 0%
+ =
+ =

199. Same Pattern Over Time

211. +

212. + = 5.88%

213. + = 5.88%
+

214. + = 5.88%
+ = 0%

215. + = 5.88%
+ = 0%

216. + = 5.88%
+ = 0%
+

217. + = 5.88%
+ = 0%
+ = 13.89%

218. + = 5.88%
+ = 0%
+ = 13.89%
+

219. + = 5.88%
+ = 0%
+ = 13.89%
+ = 15.38%

220. Other People?

221. Same Sales Floor

222. Same Time Frame

223. Different Sales Cluster

224. Solution

225. Slumps
&
Streaks

226. Results are NOT
Random

227. Results are NOT
Random

228. What is random?

229. What is random?

231. Control who is assigned

232. Control who is assigned
Control the results

233. If Mike Is Lucky...

234. Random Distribution

235. The Sales Are Not Luck

236. Mike Earned Them

237. With His Selling Style

238. Company Sales Streaks
and Slumps

239. Monthly Sales
=
Type Distribution

240. Technique # 5

241. 5%
Truly adjust YOUR style and pitch

242. In the Real World

243. Harder

244. Too much

245. Product
Situation
Customer

246. Easy to fall back

247. Reason for only
5%

248. It’s Hard

249. Change is Coming

251. #1 Research Company
for IT and Software

252. May 2011

253. Customer Relationship Management
(CRM)
Annual Report

254. Demographics

255. Psychographics

256. 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.

257. Opportunity for
Personality Type

258. Psychographics

259. Typeographics

260. Sterling@StepResearch.com