‘How to Sell to Different Personality Types’ – HubSpot
Leslie Ye says, “Go to any grocery store and walk to the condiment aisle. You’ll see dozens of varieties of mustard — Dijon, honey, whole grain, yellow, spicy, brown — but probably fewer than five types of ketchup from a small handful of brands. Of those brands, one reigns supreme: Heinz,boasting a number one or two market share position in over 50 countries.
The leading brand of mustard, French’s, holds half the market share in mustard that Heinz commands in ketchup — around 35.5% — but has a product line almost three times as large.
This is what journalist and author Malcolm Gladwell terms the “ketchup conundrum.” His 2004 New Yorker article of the same name takes a deep dive into food product development and comes to a noteworthy conclusion relevant to salespeople: Unless your product has the expansive appeal of Heinz ketchup, you’ll need to optimize the way you present it and sell it to reach the widest possible audience”.
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