Unlocking the 90%

Table of Contents

• The 90/10 Rule: Only 10% of Customers Are Ready to …

• Why the Other 90% Matters

• How to Nurture the 90%

• Start Building Long-Term Relationships

The 90/10 Rule: Only 10% of Customers Are Ready to Buy

Here’s a surprising truth about customers: only 10% of them are “in-market,” which means they’re ready to make a purchase right now. These are the people actively looking for a solution, comparing options, and deciding who to buy from.

The other 90% are “out-market.” These are potential customers who are interested in your product or service but aren’t quite ready to take action yet. They might still be learning about their problem, exploring their options, or just not in a rush to solve it.

For example:

• An in-market customer is someone shopping for a car today because their old one broke down.

• An out-market customer might be thinking, “I’ll probably need a new car in a year or two, but not right now.”

If your marketing focuses only on that 10% ready-to-buy group, you’re leaving behind the majority of your potential audience—and the future growth they represent.

Why the Other 90% Matters

The out-market group isn’t uninterested—they’re just not ready to buy yet. And they represent a massive opportunity if you approach them the right way. Here’s why:

1. They Will Eventually Move to In-Market: People in the out-market phase don’t stay there forever. Over time, their needs grow, priorities shift, or their circumstances change, and they move into the in-market phase.

2. Building Trust Takes Time: These customers might not know enough about you or your solution to trust you yet. Staying in touch with them over time gives you the chance to build credibility and familiarity.

3. Most Brands Ignore the 90%: Many companies focus only on quick wins with in-market customers. By engaging the out-market audience, you gain a competitive advantage—because when they’re finally ready to buy, they’ll think of you first.

For instance, if you sell a project management tool, in-market customers might need it immediately because their current system isn’t working. Out-market customers might be using spreadsheets and don’t feel the need to upgrade yet. If you nurture that second group with helpful tips on productivity and organization, they’ll remember your tool when they’re ready for an upgrade.

How to Nurture the 90%

Marketing to the out-market audience isn’t about selling right away—it’s about educating, engaging, and staying relevant. Here’s how to make it work:

1. Educate, Don’t Push
   Out-market customers are still in the learning phase. Instead of pressuring them to buy, focus on teaching them something useful.

• Share blog posts, videos, or newsletters that explain how to solve their problems or improve their lives.

• Example: If you sell marketing software, share tips on how to build a marketing plan instead of pushing your product directly.

This helps them see you as a helpful expert, not just a company trying to sell them something.

2. Be Consistent
   Engaging the out-market group isn’t a one-time effort. It’s about regular communication over time. This could mean sending out a monthly newsletter, posting on social media, or offering free resources like webinars.

The goal is to keep your brand top-of-mind so they think of you when they’re ready to buy.

3. Segment Your Audience
   Not all out-market customers are the same. Some might be just starting to explore their options, while others are closer to making a decision. Use tools like email marketing platforms to segment your audience and send them content that matches their current stage.

• Example: Someone who just discovered your product might get a beginner’s guide, while someone further along might get a case study showing how you’ve helped similar customers.

4. Provide Value
   Out-market customers are more likely to engage with you if you’re helping them solve problems or learn something new. Share valuable resources that don’t just talk about your product but also offer insights, tips, or tools they can use.

For example:

• Offer free templates, guides, or how-to videos.

• Share stories of how others solved similar problems with your help.

Start Building Long-Term Relationships

The real secret to growing your business is building relationships with out-market customers. These relationships aren’t about immediate sales but about creating trust and staying relevant.

When these customers finally move into the buying phase, they’ll already know who you are, trust your expertise, and feel confident that your solution is the right choice.

Did you like this article? Sign up to get notified when I release similar content. Stay informed and learn how to nurture your audience effectively, so you can grow your business without leaving 90% of your potential customers behind.