80 20 Sales and Marketing

80/20 Sales and Marketing – Page 1
80/20 SALES
AND MARKETING
The Definitive Guide to
Working Less and Making More
PERRY MARSHALL
PERRY MARSHALL is the founder of his own sales and marketing consulting firm, Perry S. Marshall & Associates. He has a
background in copywriting and prior to his consulting career helped grow Synergetic Micro Systems from $200,000 to $4 million
in sales in four years. He is an acknowledged expert on Google AdWords and is the author of several books including the
bestsellers Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising. Mr. Marshall is a graduate of the
University of Nebraska-Lincoln.
The Web site for this book is at www.perrymarshall.com/8020.
ISBN 978-1-77544-780-1
SUMMARIES.COM supplies brain fuel --- concise executive summaries of the latest business books --- so you can read less but do more!
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80/20 Sales and Marketing – Page 1
MAIN IDEA
The 80/20 principle states 80 percent of your
results will come from 20 percent of your efforts.
However, that's just the starting point. 80/20 applies 1 2 3 4 5
to everything, even itself. If you can master and
apply 80/20 thinking to everything you do, then Use the 80/20 Before you do Keep it simple Develop, Test, test
you're armed with all you need to excel. Power Law – any 80/20 – Use the project and again and
Think 80/202, marketing, 80/20 Power communicate then test some
80/203, always rack Triangle to an unmissable more … and
80/204 the shotgun guide your 80/20 USP then scale up
… and so on first thinking what works
Results 80 20 Efforts massively
Page 2 Pages 2 - 3 Page 3 Page 4 Pages 4 - 5
This is especially true in sales and marketing where

80/20 is the key to delivering breakthrough sales
performance. Figure out which 20 percent of your
marketing is currently working in your marketplace
and then progressively pour more of your resources
into those areas. Keep doing this over and over and Results 80 20 Efforts
you can achieve 100X improvements in your sales
productivity.
Even more importantly, don't treat all your
customers as equals. The top 20-percenters can be
incredibly profitable. If you keep offering them
products which are 10 times as expensive but
which deliver 10 times or more the value of your
existing products, then 20 percent of those
20-percenters will buy. That can work out well 6 7 8 9 10
because usually it costs you less than 10 times as
much to deliver that added value. Plus, it's always Always give Do all your Fire the Become Use the 80/20
easier to sell more to your existing happy an 80/20 sales and bottom 10 skilled at RFM Loop
customers than it is to find new customers. Power marketing percent of doing your (Recency,
"Don't sell harder. Market smarter. But YOU have to Guarantee hiring and your 80/20 Market Frequency,
do it. You have to put it into action. Only you can put with what outsourcing customers Research in a Money) to
on your 80/20 lenses and choose to see the world in you sell the 80/20 Way every year single day grow your
a new way. Only you can harness your top 1 business
percent. You can use your brawn, or you can use
your brain. Your fate is in your hands. You alone Page 5 Page 6 Pages 6 - 7 Page 7 Page 8
can decide to make more by working less."
– Perry Marshall
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80/20 Sales and Marketing – Page 1

This is especially true in sales and marketing where

We condense 300+ page business books into

By reading summaries, you’ll get the key ideas in

Knowledge is Power — Invest in Your Future

1,000 Top Business Book Summaries

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