80/20 Sales and Marketing

Perry Marshall

80/20 Sales and Marketing



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Pareto’s Law states that, for many outcomes, 80% of consequences come from 20% of causes. This, however, is only the tip of the iceberg: the real power of the 80/20 rule is that it is a fractal law of nature, which means that there is an 80/20 inside every 80/20, and therefore, by only focusing our attention on the highest performing 20% of any business, exponential results can be achieved. In 80/20 Sales and Marketing we learn how to apply these principles to the world of sales and marketing in order to optimise our results, and save 80% of our time and money by focussing on the right 20% of the market, and then drilling down to continuously build on our success.

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Analysis and key concepts


The leverage power of the 80/20 principle: zoom in and maximise the results of your business


The Power Law and the Power Curve: why you need to consider extremes instead of averages


Rack the shotgun, launch your signal, and only speak to those who heard it


Traffic, conversion, and sales form a Power Triangle that regulates everything that happens in sales and marketing


Use the 5 Power Disqualifiers to get rid of clients with low interest and sell to those who are really willing to buy


Success vs perfection: concentrate on improving what really matters and leave the rest behind




Take-home message

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Many useful tips to:

  • Understand what works in sales and marketing, especially online.
  • Learn to focus on what really counts, in every context.
  • Work more effectively and maximise your results.
  • Identify and make the most of untapped markets.
  • Amplify your natural abilities.

Perry Marshall, consultant, author, and international speaker is one of the world's leading experts on Google Advertising. He has helped more than 100,000 advertisers and is a consultant in over 300 industries, from computer hardware and software to high-end consulting, health and fitness to corporate finance. Prior to his consulting career, he helped grow a technology company from $200,000 to $4 million in sales in just four years. The company was sold to a public company in 2001 for $18 million. His publications include The Ultimate Guide to Google AdWords and The Ultimate Guide to Facebook Advertising.

Publishing house:

Entrepreneur Press