Effortless Power: How to get more of what you want with less time and effort.

Effortless Power is the essence of 8020 marketing and persuasion.

Over 20 years ago, just after I had purchased my new car & truck dealership, I hired Jay Abraham to be my marketing coach and I spent a year with a small group of other highly motivated entrepreneurs periodically traveling out to Los Angeles to be coached, prodded and grilled by Jay Abraham.

Turned out to be one of the most enlightening years of my business life.

One of the statements he made to me in particular really struck home and stayed with me: He said  “It is better to talk to 10 people who want what you have to offer than 100 tire kickers.”

At about the same time I picked up a book by Richard Koch called “The 80/20 Principle: The Secret of Success by Achieving More With Less” and I began my journey into combining the 80/20 principle with what I was learning from Jay Abraham in my sales, marketing and business practices.

80/20 marketing is about identifying these 6 essential elements and disqualifying anyone that doesn’t fit the profile.

If you want to get 80/20 results from your marketing and selling process, these 6 elements must be present in your lead generation efforts.

One: Are they a member of your ideal target audience? Every business has customers or clients that can be broken out according to the 80/20 Principle.

20% of your customers are generating 80% of your profits. And 4% are generating 64% of your profits.

Let’s say you have 1,000 customers generating an annual average revenue stream of $1,000 each. The 80/20 Principle states that 200 of those customers are generating in the area of $800,000 and the other 800 customers generate the other $200,000 and to make matters worse, you are likely actually losing money on a small percentage of those 800. We all instinctively understand that not all customers are equal, but only a rare few business owners have really put a pencil to it and determine who those customers are and what their true Lifetime Value is.

As a side note, this applies to your employees as well.

Two: Are they the decision-maker? Do they have the ability to say yes?
Don’t waste your time making a presentation to an audience that can’t make the final decision.

Three: Do they have the money?
If they can’t afford what you are selling. It makes no sense to present to them.

Four: Is there a sense of urgency? Do they have an immediate and urgent problem that they need a solution to? Perry Marshall, in his book “80/20 Sales and Marketing”  refers to it as:  “Do they have a “bleeding neck”?

Five: Do they want what you have to offer? Does your USP (Unique Selling Proposition) match what they want?
A unique selling proposition (USP) is your unique answer to these questions:
• What does your product or service do that your competitors doesn’t?
• Why should I buy from you instead of anybody else?
• What guarantee can you make that nobody else can make?

Six: Is the timing right for your solution to their problem?
Whatever you sell needs to be in harmony with the natural and existing forces in their life right now

You want to have a marketing system and strategy that feeds you quality leads so that you are time only with customers who meet all six of these elements.

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