Are You Ignoring 97% of Your Potential Buyers? ??

Most B2B companies are making a huge mistake. They put all their effort into chasing the 3% of buyers who are ready to purchase today… and completely ignore the 97% who aren’t.

Why? Because there’s pressure to hit this month’s quota. ??

The problem? This short-term thinking kills long-term growth. ??

Why This Approach Fails

Take a look at most B2B sales content:

?? “Our product is the best at XYZ!” ?? “Here’s why we’re better than the competition!” ?? “See what our customers say about us!”

It’s all company-first. But here’s the reality:

97% of your potential customers are not ready to buy yet. And they don’t care about your awards, features, or case studies.

Why? Because they don’t know you.

And people don’t buy from strangers. They buy from people they know, like, and trust.

What Should You Do Instead?

The most successful B2B brands don’t sell to their audience. They educate, engage, and build trust—so that when prospects are ready to buy, there’s no hesitation.

Here’s how you can do the same:

1?? Shift from “Company-First” to “Buyer-First” Content

Nobody wakes up thinking, “I need to read about a company today.”

Instead, they think, “How do I solve my problem?”

So, talk about their problems first. Create content that helps them—even when they’re not ready to buy.

? Share industry trends and insights. ? Address common challenges your buyers face. ? Offer practical solutions—without pitching your product.

When you do this, you stay top of mind for when they are ready to buy.

2?? Engage, Don’t Just Broadcast

Most B2B brands talk at their audience instead of talking with them.

But engagement builds relationships. Here’s how to do it right:

? Start conversations: ask questions, invite opinions. ? Be present in industry discussions, not just your own posts. ? Listen first, sell later.

Because as Zig Ziglar once said: “You can have everything in life you want if you will just help other people get what they want.”

3?? Build a Long-Term Audience

Buyers don’t buy on impulse in B2B. They take their time. So if you’re not nurturing them today, they won’t remember you tomorrow.

Here’s how you build an audience that trusts you:

? Show up consistently: on LinkedIn, webinars, industry forums. ? Offer free value—guides, templates, insights. ? Stay patient. Sales isn’t about the quick win—it’s about winning for the long run.

The Dos & Don’ts of B2B Sales Content

?? DO: ? Create educational content, not just promotional. ? Focus on solving problems, not just selling solutions. ? Build relationships first, sales will follow.

? DON’T: ?? Spam prospects with cold pitches. ?? Expect instant results—trust takes time.

?? Ignore the 97% of potential buyers just because they aren’t ready today.

Final Thought: Play the Long Game

B2B sales isn’t about who sells the fastest. It’s about who stays top-of-mind the longest.

If you build trust before your buyers are ready, you’ll be their first choice when they are.

So, are you still chasing only the 3%? Or are you ready to start winning the 97%? ??

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Signing off for now!

Ashish Mudra

Your Sales transformation Coach