Most people know about the Pareto Principle, or the 80-20 rule.
Eighty percent of the “work” of any system is done by twenty percent of the system.
Twenty percent of your clothes you wear eighty percent of the time.
Publishers make eighty percent of their revenues from twenty percent of their books.
Twenty percent of sales people in any company make eighty percent of the sales.
Most of the time, this just happens naturally.
When you bought one of your twenty percent shirts, you probably felt the same as when you bought one of your eighty percent shirts.
“Hey, this looks cool!”
But one of them ended up in the 20-80, while the other ended in the 80-20.
Same with a lot of sales jobs.
They just hire people, and figure they’ll sort themselves out.
And when it comes to sales, some people are naturally “good” and some people are naturally “not so good.”
But if you start to understand human nature, human thinking, etc., you can EASILY catapult yourself into the top twenty.
Or the top twenty of the top twenty.
Because IN that top twenty, the Pareto Principle still applies.
Mathematically, it means that 4% of any given system is doing more than 60% of the work.
4% is twenty percent of twenty percent. 60% (or 64% to be specific) is eighty percent of eighty.
How do you do that?
Here’s a very famous case.
A company was selling things on TV.
This was way back before the Internet, or even cell phones.
But despite how well the product tested out in pre-release marketing, it was a dud on TV.
So they called in a Fixer.
A lady who was an expert in selling anything to anybody.
She looked at the entire system, the product, the commercial, all the people, even what they were wearing.
And she only made ONE small change.
And the sales went from ZERO to THROUGH THE ROOF.
What was the change?
The final call to action was, “Call now, operators are standing by!”
But what this did was create an image of a bunch of operators sitting around waiting for customers.
Not very enticing!
She (the super genius marketing lady) changed that one sentence to:
“Call now! If operators are busy, please be patient!”
This created a MUCH DIFFERENT image in the TV viewers mind.
It fired both scarcity AND social proof.
Social proof because it implied that tons of people were calling. That’s why the operators would be busy.
But scarcity also because if other people are calling, and you wait too long, by the time you call, they might run out of stuff!
(FOMO, or fear of missing out, is based on scarcity).
One small tweak made the company TONS of money.
How many tweaks can you make?