80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More

80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More

by Perry Marshall, Richard Koch

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Overview

Guided by famed marketing consultant and best-selling author Perry Marshall, sales and marketing professionals save 80 percent of their time and money by zeroing in on the right 20 percent of their market — then apply 80/202 and 80/203 to gain 10X, even 100X the success. With a powerful 80/20 software tool (online, included with the book), sellers and marketers uncover how to slash time-wasters; advertise to hyper-responsive buyers and avoid tire-kickers; gain coveted positions on search engines; differentiate themselves from competitors and gain esteem in their marketplace. With the included tools they’ll see exactly how much money they’re leaving on the table, and how to put it back in their pockets. Sellers will identify untapped markets, high-profit opportunities and incremental improvements, gaining time and greater profit potential. Supported by online tools from Marshall, including The 80/20 Power Curve, a tool that helps you see invisible money, and a Marketing DNA Test, a personal assessment that zeroes in on one’s natural selling assets, this timeless guide promises to change the game for seasoned and novice marketers and sellers.

Product Details

ISBN-13: 9781613082362
Publisher: Entrepreneur Press
Publication date: 07/22/2013
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 240
Sales rank: 571,237
File size: 3 MB

About the Author

Perry Marshall the number-one author and world’s most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save literally billions of dollars in “AdWords stupidity tax.” His Chicago company, Perry S. Marshall&Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results.He’s been featured at conferences in the U.S., Canada, Ireland, Great Britain, Israel and Australia. He’s shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Gary Halbert, Harvey Mackay and Les Brown. He’s consulted in over 200 industries, from computer hardware and software to high-end consulting, from health&fitness to corporate finance.

Table of Contents

Foreword Richard Koch xvii

Introduction xxiii

Chapter 1 How 80/20 Works and Why 1

80/20 101 5

Pareto Summary 13

Chapter 2 Rack the Shotgun 15

Pareto Summary 17

Chapter 3 You Can Do Better 19

Pareto Summary 22

Chapter 4 80/20 Traffic: Where You Go to Get Customers 23

The Yin and Yang of Media and Traffic Expertise 29

Pareto Summary 29

Chapter 5 How to Use the "Invisible Money" Finder at 8020Curve.com 31

Discover the 80/20 Power Curve-8020curve.com 31

The 80/20 of Sports Fanatics 35

Pareto Summary 41

Chapter 6 Simplify Your Life with the Power Triangle 43

Let the Power Triangle Work for You 45

Where to Get Lists 52

Pareto Summary 53

Chapter 7 80/20 Conversion: Now That You've Racked the Shotgun, Make 'Em MOVE 55

The Five Power Disqualifiers" 57

Case Study of a Successful B2B Sales Message 61

Pareto Summary 64

Chapter 8 Your USP: Unique Selling Proposition 65

Business vs. Personal USP; Current vs. Natural USP 67

Pareto Summary 68

Chapter 9 It's Not Failure. It's Testing 69

Why AdWords? 70

Pareto Summary 75

Chapter 10 Scale Up-Massively 77

Expanding into Other Media: Profiting from the Winner-Take-All Phenomenon 77

The 21st-century Path to Stardom 81

Pareto Summary 83

Chapter 11 Expand, Diversify, and Conquer Planet Earth 85

Pareto Summary 90

Chapter 12 Make More From Every Customer: 80/20 Economics 91

The Principle of the $2,700 Espresso Machine 93

Pareto Summary 99

Chapter 13 Power Guarantees 101

The Incredible Magnetism of a Power Guarantee 103

Master Formula for a Power USP 106

Pareto Summary 108

Chapter 14 80/20 = Harnessing Natural Forces 109

Where the Exponential Power of 80/20 Comes From 110

Pareto Summary 114

Chapter 15 Do You Wanna Make $10 Per Hour? Or $100, $1,000, or $10,000? 115

"Can I Get a Raise? A Thousand Bucks an Hour, Por Favor" 117

Take Back Your Life! 121

Pareto Summary 123

Chapter 16 Make $1,000 Per Hour Doing What You Love 125

Use Your Gifts: Focus on Your Talent Zone 125

Know Thyself 128

Pareto Summary 132

Chapter 17 80/20 Hiring and Outsourcing: It's Not an Interview, It's an Audition! 135

Sales Funnel in Reverse 137

Pareto Summary 140

Chapter 18 How to Get More $1,000/Hour Work Done with a Personal Assistant 141

The Power of a Great Personal Assistant 144

Pareto Summary 146

Chapter 19 Fire the Bottom 10 Percent! 147

Yes, You've Gotta Fire the Bottom 10 Percent of Employees, Too 149

Pareto Summary 151

Chapter 20 80/20 Controversy: Get Famous by Polarizing Your Market 153

The Amazon.com "Three-Star-Rating" Phenomenon of Hyper-Responsive, Rabid Markets 154

Pareto Summary 162

Chapter 21 80/20 Market Research in a Single Afternoon 163

How to Get $250,000 of Critical Market Data for Free with Nothing More Than Your Computer, an Internet Connection, and a Lazy Sunday Afternoon to Spare! 164

Pareto Summary 170

Chapter 22 1,000 Things to Pay Attention to-Only Three or Four Matter Right Now 171

What to Measure, What to Track, What to Ignore 173

Pareto Summary 178

Chapter 23 RFM: The 3-D 80/20 of Profitable Marketing 179

RFM Is 179

Pareto Summary 184

Chapter 24 "My Latte's Too Foamy!" 185

Charity Is Turning 80/20 Upside Down. That's an Inside Job s 190

Dividing Pies vs. Baking New Ones 194

Pareto Summary 195

Chapter 25 Finally Achieving Breakthrough 197

Epilogue: The Story Behind the Story 205

Appendix: The Power Curve and 80/20 for Math Geeks by Perry Marshall and Brian Woodruff 209

Armed with the 80/20 Power Curve, You Can Glean Volumes of Insight from Simple, Ordinary Statistics 210

Life as Number 1 vs. Number 2 vs. Number 3 219

About the Author 221

Acknowledgments 223

Index 225

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80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More 5 out of 5 based on 0 ratings. 1 reviews.
DocBetsy More than 1 year ago
To my knowledge, Perry Marshall is the first person to recognize the layers of the Pareto distribution. Most of us realize the top 20% of the inputs produces 80% of the outputs, but few realize the top 20% squared produces 80% squared of the results. In other words, the top 4% produces 64% of the results. At a higher layer, the top 1% produces over half of the results. Just imagine how predictive power of the 80/20 rule can empower your business! Marshall provides many examples of how to apply the 80/20 rule to any business. Anyone who wants a more profitable business must read this book.