Principio Pareto e applicazioni pratiche nell’ambito del marketing e delle vendite. Ancora un approfondimento del tema riprendendo la guida dal titolo “Il Principio 80/20 per Vendite e Marketing + 80/20 La Formula Vincente” a cura di Perry Marshall ed edito da ROI Edizioni, che abbiamo recentemente letto e recensito per voi. Qui potete rileggere la recensione al libro sul principio Pareto. Oggi vi proponiamo l’intervista all’autore Perry Marshall per avere qualche spunto interessante e a valore aggiunto. L’intervista a Perry Marshall sul Principio Pareto è in lingua inglese.
Principio Pareto e applicazioni nel marketing e nei canali delle vendite. Nel corso dell’intervista a Perry Marshall, dopo una doverosa domanda introduttiva focalizzata su un po’ di storytelling sul suo percorso professionalle, ci siamo focalizzati su argomenti quali ad esempio big data e strategie di marketing, sul valore del principio 80/20 per raggiungere risultati concreti nelle vendite partendo da basi di analisi e pianificazione delle strategie. Abbiamo poi chiesto a Perry Marshall di farci un pratico esempio di applicazione del principio Pareto applicato al digital marketing, nonchè alcuni suggerimenti su tools da utilizzare e alcuni tips sul modus operandi da seguire sui clienti meno di valore e rappresentativi del 20%. L’intervista si chiude con alcuni suggerimenti aggiuntivi proposti da Perry Marshall, che mostra tutta la sua passione e le sue certezze sul valore aggiunto che può offrire il principio Pareto.
1) Who is Perry Marshall? Can you tell us something about you and your job?
In the United States, I’m known for two things. I wrote the world’s best selling book on internet advertising, which is Ultimate Guide to Google AdWords. And I wrote 80/20 Sales and Marketing, which has become a classic best seller. This is important to entrepreneurs because if you have an online business it’s almost essential that you start with some kind of web traffic advantage over other people. Otherwise, you probably won’t succeed. Secondly, because there is an abundance of overwhelm with things to do and things to learn, if you apply 80/20 you can narrow down your efforts to the most important 20% and you can set 80% aside.
2) Big data and marketing strategy: How to create value from those relevant key factors.
Well, all of the big platforms like Google and Facebook use a tremendous amount of data from users to target ideal customers. There’s a scandal going on at the moment about FB and a 3rd party agency and the US election. But it’s a tempest in a tea cup because this goes on all the time. It’s been going on for 25 years and there’s nothing that’s going to make it stop. The most important part about it is it tells you who to not market to. See that’s really the thing – 80/20 says that marketing is not a convincing people process, it’s a disqualification process. So if I’m trying to win an election, which voters do I not show my ad to? Because they’re never going to vote for me anyway. If they’re hard core liberals they’re not going to vote for the conservative party; if they’re hard core conservatives they’re not going to vote for the liberal party. So don’t waste your advertising spend on them.
Practically speaking, big data is using the various social media platforms with paid advertising to target precisely the exact kind of people that you want, and exclude everybody else. That’s 80/20 in the extreme.
3) Why a book focused on Pareto’s Theory?
I love Italy and I love Italian economists and I just wanted to give the whole country a boost. That’s the first answer. The second answer is that what Pareto discovered is actually one of the most important facts that anybody could ever learn. In fact, I would say that Pareto is one of the top 100 most important thinkers of the last 100 years. And that includes politics, science, religion, business… I’d put him right up there with Steve Jobs, Thomas Edison, Winston Churchill… but he’s underrated compared to how important his work was.
4) 80/20 Model and digital marketing: could you explain a simple pratical example?
In 80/20 Sales and Marketing, I talk about the principle of the Starbucks $2700 euros espresso machine. It says that if a Starbucks has — let’s change this around a bit – If a Lavazza coffeeshop has 1000 customers a week buying €5 lattes one of those customers will buy a €2700 espresso machine. It’s almost like a law of physics.
It’s just as true on a website. If you’re selling 1000 videos a week for €5 one of those people would spend €2700 to come to a executive retreat that deals with the same problem. You just about have to use this principle in order to make the economics of any business work. Pareto shows you how to do it.
5) 20 Customers generate 80% of revenues! Which is the possibile strategy I can adopt to reach the remaining customers that create 20 % of revenues?
That’s what most people try to do, but it’s not what you should do. That’s backwards – you shouldn’t try to reach the other 20%! Instead what you should do is apply the principle of the espresso machine to sell 4 customers something that’s 4x as expensive. Or one customer something that’s 16x as expensive. And you should ignore the rest of them because they’ll waste your time and your money. In fact, most businesses should be firing some of their customers or at least finding a really polite way to get rid of them because they’re losing money and they don’t know it. Or maybe they do know it and they’re not admitting it to themselves.
6) Can you suggest some tools or websites to support the implementation of Pareto’s Theory?
8020curve.com is a tool that you can use to figure out how to price your espresso machine and predict how many people are going to buy it and what price you should charge for it. Starprinciple.com will tell you which businesses are poised to grow and which ones are not.
I think the biggest problem that entrepreneurs deal with now is information overload. It comes from every imaginable direction. It comes from very good sources of information like a well-organized seminar, for example, and it comes from a lot of not worthy places. For example, most people wake up in the morning, they reach over, they pull their cell phone or tablet into their bed and they start reading emails or social media.
That’s absolutely the worst possible way to start your day. Then they have all these interruptions.
They have the little red indicators on their cell phone that they have messages waiting, maybe they get buzzed or they hear little dings every time somebody texts them or every time an email comes in. Really, you need to be an 80/20 entrepreneur and you need to severely limit the amount of communication that reaches you.
When you want variety or extra input, you should go actively seek it out in a place that you know is going to be very productive. If you let social media take over your life or even you just let availability to friends and colleagues and customers take over your life you’ll never accomplish anything. All of the most successful people I know are extremely guarded about what they allow to reach them. I know lots of people who they put their phones on airplane mode, they turn all of their notifications off.
The most successful people I know don’t do email before at least the middle of the morning, if not later. The most successful people I know are not on social media at all. At the same time, many of them advertise on social media because it’s like if you’re a chef working in a restaurant you make the food, you don’t sit in the restaurant and eat the food. That’s how people should be with social media. In fact, the first thing I tell people in our book “Ultimate Guide to Facebook Advertising” is to delete the FB app off of your phone!
Risorse per approfondire il Principio Pareto
Suggeriamo la lettura del libro: “Il Principio 80/20 per Vendite e Marketing + 80/20 La Formula Vincente” a cura di Perry Marshall ed edito da ROI Edizioni”
Principio Pareto un modello excel
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