Challenging the 80:20 Rule


Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.


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Business Development Strategy

Challenging the 80:20 Rule

on .

The 80:20 RuleIt's probably the best-known and most-repeated rule in sales: 80% of your sales come from 20% of your customers. The implication is that you should focus the majority of your sales efforts on those 20% to maximise your returns.

But it's also the most misunderstood and misused rule in sales. Slavishly following the 80:20 rule could cause you big, big problems.

The first question to ask about the 80:20 rule is “is it true?”.

Well, the answer is “usually”. There are many professions where sales do follow some sort of 80:20 or 60:15 or other uneven split. But there are also professions where it doesn't – where the spread of sales is pretty even across customers. So it's absolutely crucial that you know the numbers in your business and don't end up putting all your eggs in the wrong basket.

The second, more important question is: “OK, there is an 80:20 split in my business – but does it persist over time?”. In other words – are the 20% of customers who make up 80% of your business going to be the same today as next year?

In this case, the answer is very often “no”. And this can be a huge trap for business developers who focus their efforts too heavily on today's big customers. In very many situations today's big customers may not be tomorrow's.

Takeovers, changes of management or changes of strategy often result in big changes in the amount of products and services being bought – and in who they are bought from. And in many industries there is a natural cycle of peaks and troughs in purchases.

For management consultants, for example, there is often a natural cycle of entry into a client firm, followed by an expansion period where you build relationships with more client executives and sell more work. However, there is also a natural decline as the issues you were brought in to deal with are addressed, and the clients begin to take over much of the work and the capabilities to do it themselves.

The key message is to be aware of fluctuations in the 80:20 rule. Look at your historical sales and analyse whether the composition of the 20% of customers who make up 80% of sales varies significantly year on year.

And if it does, you need to watch carefully and invest time and effort in nurturing new customers to rise up into the top 20% rather than spending all your effort on the current 20%. Focus on sales potential to drive your efforts rather than just historical sales.

The final question to ask is: “Even if I know my top 20% – does that mean I should devote most of my attention to them?”

The answer here is “usually yes – but not always”. It's common sense to focus on your highest potential customers. But there are sometimes diminishing returns to any extra efforts if you are already devoting a lot of time to a customer. Sometimes spending more time with an “underserved” client can produce a much greater impact on sales than holding yet another meeting with your favourite client.

In all three cases the key is to look beyond the simplistic 80:20 rule to check:

  • Does it really apply in my business?
  • Does it persist over time – or do I actually need to focus on “rising stars”?
  • Will extra effort on my top 20% really increase sales – or are they already being fully served?

Now don't get me wrong – the 80:20 rule can be very helpful as a simple guide to where to focus your effort. But thinking beyond the simple rule will pay big dividends for sales people willing to invest their brain power and challenge the accepted norms.

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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.

  • user

    AUTHOR Ky Ekinci

    Posted on 7:02 pm March 10, 2011.

    Excellent article and advice. In my experience, the nice thing is that most times the top 20% clients need even less maintenance than the bottom 20% which weigh a small business or a startup down. So, may I add the concept and the complimentary thought of “firing your bad clients.” …and that, can be/is a constant process.

    What’s your thought on that Ian?

    Ky Ekinci
    Office Divvy ™

  • user

    AUTHOR Jochen Daum

    Posted on 9:06 pm March 10, 2011.


    very good idea to challenge this well repeated Mantra – it is right up there with the 80% fail rate in first 5 years of business.

    My own experience is that 80% of turnover comes from the small percentage of clients that made the biggest purchases, however in my business it is absolutely crucial that these top 20% clients churn. Our custom software development service is designed to automate 80% of a major operational problem for the next 6 years – and we focus on your well mentioned medium-sized clients, therefore this is often the only thing we do for them. So if they have to buy the same amount of work the next year, something is wrong! In fact, for us its rather that the next client is the new top 10% client by default.

    This wasn’t always the case, 4 years ago it seemed that 80% of turnover comes from 50% of clients, but at that time I hadn’t figured out that the solution needs to be quite long lasting.

    HTH, Jochen

  • user

    AUTHOR Ian

    Posted on 8:36 am March 11, 2011.

    Thanks Jochen – that’s exactly what I found with transformation consulting. if your clients needs another business transformation next year you’ve done somethign wrong!

    Sometimes there were lots of little spin-off implementation projects. So the churn cycle was abotu 3 years. But there was healthy churn nonetheless.


  • user

    AUTHOR Akira Hirai

    Posted on 8:53 pm August 1, 2012.

    I agree with Ky’s comment: rather than focusing blindly on the top 20%, try to extract yourself from the bottom 20%.

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