Episode 227: The Five Power Disqualifiers in Sales with Perry Marshall


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By Kevin Jordan and Practical marketing tips delivered weekly. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

I recently had the honor of interviewing marketing legend Perry Marshall on my podcast, the Small Business Marketing Minute. Perry is best known as being one of first people to crack the code on Google Adwords—he literally “wrote the book” on how to properly set up and run a Google Adwords campaign (The Ultimate Guide to Google Adwords). He’s also the author of the best-selling book 80/20 Sales and Marketing, which is widely considered one of the best marketing books of the decade.

The title of the book comes from the famous Pareto Principle, which states that for many events, 80% of the effects come from 20% of the causes. What this means for sales and marketing, Perry says, is that 80% of your sales are going to come from 20% of your prospects—which makes it absolutely essential that you identify those people so you can focus your time and energy on them, instead wasting most of it on people who just aren’t going to be very valuable customers for you.

To that end, in his book he talks about what he calls the “Five Power Disqualifiers”—in other words, five ways to determine that someone is not your ideal customer. In my interview with Perry, we reviewed the five power disqualifiers and discussed how local small business owners could use them to improve their sales process.

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