Perry Marshall is a marketing expert who is best known for his reinvention of the 80/20 principle—the theory that 80% of your results are determined by 20% of your effort.

His work has helped thousands of companies reshape the way they think about sales & marketing, by teaching them how to focus on pulling the levers that drive the biggest impact for their businesses.

He's published a bunch of books, including The Ultimate Guide to Google AdWords, which laid the foundations for the $100 billion Pay Per Click industry and went on to become the world's most popular book on Internet advertising.

In this episode, Perry explains that sales is not about ramming your product/service down someone's throat or persuading them to buy stuff they don't need. Sales and marketing are about finding proper matches; it's the art and science of helping people who need each other, find each other.

While 80/20 patterns exist everywhere in your business, we specifically dig into how it applies to your sales and marketing efforts.

You'll learn how to use the 80/20 principle to qualify your most profitable buyers, filter out and reject clients who aren't a good fit, and find the most powerful points of leverage that produce the biggest results for your business.

Key Takeaways with Perry Marshall

• The 5 essential requirements that are always present when a sale is made. Use these criteria to match what you're selling to the marketplace instead of ramming it down their throats.
• How your business can differentiate and succeed in a seemingly commoditized market.
• Understanding The 80/20 Principle and how to use it to prioritize the most productive inputs to grow your business.
• Why the amount of time you spend on customers has very little correlation to the amount of money that you actually make from them.
• Perry explains how he uses filters to guarantee results for his customers.
• What to expect when you oversell to your customers—and why your industry and product are highly relevant when determining healthy refund rates.

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