Beyond the 3%: How Nurturing the 67% Can Skyrocket Your Business Growth

Three, sixty-seven, and thirty are three numbers that are crucial in business and significantly impact your marketing strategy. So, what exactly do these numbers mean? Imagine an iceberg or a triangle, with the number 3 at the very top. This represents the 3% of people who are currently in the market for whatever you're offering, regardless of the industry. It's a small segment, less than 3% actually, who are ready to buy what you're selling right now.

Beneath this top layer is the 67% of people who are interested but not ready to make a purchase immediately. Their interest might convert into a sale in the next 30 days, 90 days, or even a year and a half, depending on the buying cycle. Then, at the bottom, the 30% represent those who, although they might engage by opting in or browsing, are unlikely to ever become customers.

Where do you focus most of your time, effort, energy, resources, and money? Many business owners I speak with concentrate almost exclusively on that top 3%, seeking more leads and clients immediately. This sense of urgency can be off-putting to potential clients, repelling them instead of attracting them. Financial advisors, for instance, may hold seminars and feel successful if they gain two or three clients from a dozen appointments. Yet, they often overlook the potential in the attendees who showed interest but didn't immediately engage further.

What happens to those who didn't buy immediately but showed some interest? They fall into the 67% category, ripe for follow-up and nurturing. Yet, many businesses fail to engage effectively with this group, missing out on the opportunity to remain top of mind for when these prospects are ready to buy. Effective marketing strategies involve staying in front of this 67%, through educating them, nurturing the relationship, and keeping your business top of mind. This can be achieved through various means such as sending them a copy of your book (which is likely to be kept due to the cultural taboo against throwing books away), emailing them regularly, inviting them to events or webinars, and sending direct mail or birthday greetings.

Focusing on the 67% and nurturing those potential relationships is crucial. Yes, it's important to convert the ready 3% into clients, but the real wealth in business comes from the larger, not immediately ready segment. Building systems to stay in front of this group is where you'll find long-term success and build wealth in your business.

So, I urge you to consider where your focus lies. Are you disproportionately focused on the 3% at the expense of the 67%? It might be time to shift your strategy and start cultivating those longer-term relationships. If this resonates with you and you're looking to pivot your focus towards the 67%, engaging them effectively to eventually convert a good number of them into happy clients, then it's a conversation we need to have. Let's talk about how we can refine your message and strategy to not only capture but captivate your audience, potentially through becoming an Amazon bestselling author, and leveraging that success to grow your business. Remember, focusing on the right numbers—three, sixty-seven, and thirty—can dramatically shift your business's trajectory. Where's your focus?

(Hat tip to Dan Cuprill for introducing me to this idea.)

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