Rack the Shotgun to Disqualify or Identify Leads

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After four years of working the Vegas strip as a professional gambler, John Paul Mendocha was sitting in a restaurant booth with a couple of his gambling buddies.

The other two were having an argument:

“Yes, you will.”

“No, I won’t.”

“Yes, you will.”

“No, I won’t.”

Out came a Glock.

The guy planted the barrel on the other guy’s skull.

“Yes, you WILL.”

Suddenly John was having another “rack the shotgun” experience. This time, it wasn’t an insight about who to play poker with. It was an insight about what kind of hombres he shouldn’t be hanging with anymore.

John said to himself, “Self, if you don’t exit this business real soon, your sad little carcass is gonna wind up in a ditch somewhere.”

So literally one day on a Tuesday afternoon, he walked away from the seedy world of gambling forever. He decided to get a real job. John had moved on and became a sales and marketing pro.

Fast-forward to a year or two, and John’s working for a high-tech company in southern California.

John’s experience in all those casinos and dives has taught him a great deal about 80/20, and he understands it far better than his sales managers. He started using his experience for sales and marketing.

His sales manager hands him a stack of leads. “John, I want you to get appointments with all 206 of these people.”

As a sales and marketing pro, John knows that’s ridiculous. John knows that 80 percent of those 206 are a complete waste of energy, and only about 4% are strong candidates. He just needs to find a way to find out who’s worth his time.

So John devised one. It’s called The Five Power Disqualifiers®.*

John’s 206 leads were his traffic. His next challenge was conversion: What do you say to someone to convince them you can solve their problem?

"What should I do next to grow my business this year?" Take my 2-minute quiz and I'll show you where you'll get the most bang for your buck.

At this point, most books would dive right into persuasion and salesmanship.

But in the sales and marketing industry, that would be a mistake.

That’s because an 80/20 sales and marketing maven knows, even after you’ve stimulated interest and positioned yourself properly, there’s still another step you need to make before you try to convince anybody of anything.

That step is: You must DISQUALIFY people who don’t fit. If they don’t have the money or your solution doesn’t fit, or if there’s no urgency, then there ain’t going to be no sale.

John knew that out of 206 cold to lukewarm sales leads, fewer than 5 percent—probably no more than 10—were actually worth a face-to-face meeting and less than half of those would actually buy.

If he called all 206 and asked them the right questions, he could save himself a huge amount of time, and then spend the rest of his time delivering exactly what the real customers wanted.

(Excerpted from 80/20 Sales & Marketing by Perry Marshall)

Forbes Magazine says, “Perry Marshall has taken the Pareto Principle to the next level.” -Dave Lavinsky, Forbes, January 2014

“If you don’t know who Perry Marshall is, unforgivable.” -Dan Kennedy, author of No BS Sales Success

“One of the all-time top 10 business books to impact your bottom line.” –Bill Harrison, Bradley Communications

“I thought ‘Oh, I’ve heard this before. Another book about 80/20.’ Shame on me. It’s PHENOMENAL!” –Tony Rubleski, author of Mind Capture

“Perry Marshall is about to blow your mind!”–Michael Gerber, author of The E-Myth

“Best marketing book I’ve read this decade.” –Bob Bly, author of The Copywriter’s Handbook

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Photo: Brian Whitton – Flickr

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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

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