80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More by Perry Marshall
Entrepreneur magazine says, “Perry Marshall is the number-one author and world’s most-quoted consultant on Google Advertising.”
His other books include the Ultimate Guide to Facebook Advertising and the world’s most popular book on Google advertising, the Ultimate Guide to Google AdWords.
He’s consulted in over 300 industries and is one of the world’s most expensive and sought-after marketing consultants.
The Host's Perspective:
In the book, Perry Marshall helps you understand that the 80/20 rule is fractal, meaning it’s a repeating pattern where the smallest parts resemble the whole. So, inside every 20 percent is another top 20 percent. And that’s why we you benefit most from the principle when you apply it at its upper reaches.
The more you apply this principle to your sales and marketing, the more efficient and profitable it becomes. For example, let’s say you’ve identified the 20% of your customers who represent 80% of your profits. If you don’t stop there you’ll find that 20 percent of the 20 percent of customers are ultra-valuable, at least potentially. That means that four percent of your customers may account, or could account, for 64 percent of profits.
If you know who these customers are and provide them with what they really want, all you have to do is double sales to them and you have another 64 percent of revenues. And that is what the majority of the book is about - showing you how to identify your most profitable customers (or prospective customers) and provide them with what they want.
In essence, the book shows you how to figure out what’s working in your marketing and sales so that you can do more of what’s working and less of what’s not working.
If you read, understand and apply the principles in the book, you will start to look at your business and even your time in a completely new and much more efficient way.
Listen to the Interview:
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About 80/20 Sales and Marketing (Perrymarshall.com)