80/20 Sales and Marketing
What if the majority of your sales effort is quietly sabotaging your results? Perry Marshall, a well-regarded marketing consultant and author, builds his entire argument around that uncomfortable possibility. The core idea is disarmingly simple: identify the 20 percent of your market that actually drives 80 percent of your revenue, then focus there with surgical precision. Stop spreading yourself thin. Go where the money is. Marshall takes the familiar Pareto principle and pushes it further, stacking the ratio on itself (80/20 squared, even cubed) to show how small concentrations of the right customers can produce returns ten or even a hundred times greater than scattergun marketing ever could. The book comes with two online tools, 'The 80/20 Power Curve' and a 'Marketing DNA Test', which help readers apply these ideas to their own specific situation rather than just absorbing theory. In practical terms, that means stripping away the activities that drain time without producing income, identifying profit sources that aren't immediately obvious, and directing your advertising squarely at buyers who are already primed to purchase. There's also guidance on securing strong search engine positions using Pareto-based thinking, and on carving out a distinct identity that separates you from competitors. It's a focused, no-nonsense read for anyone who suspects they're working far harder than the results justify.
- Author: Perry Marshall
- Publisher: Wisdom Tree
- Genre: Entrepreneurship
- ISBN: 978-8183286480
- Pages: 256 pages