In his book The Ultimate Sales Machine, Chet Holmes published a ‘buyer pyramid’ which suggested that at any one time, only 3% of your target audience will be ready to buy.

The remaining 97% fall into the categories below:

> 6% to 7% of people are ‘open to considering such a purchase’.

> 30% of people are not thinking about it at this time.

> 30% of people don’t ‘believe’ they are interested (based on the info they have at hand).

> 30% of people are definitely not interested.

In order for you to convince the 3% of people who are purchase ready, plus the 6-7% of people open to considering such a purchase you will need to ensure those touch points are present by taking a persistent and consistent approach to your marketing and advertising.

About Jane Hillsdon

I'm a passionate award-winning marketer dedicated to helping small business owners make good decisions about their marketing.

I am the founder and Managing Director of a marketing agency called Dragonfly Marketing and the author of How To Do Marketing – A Comprehensive Guide For Small Business.  It's my mission to ensure that marketing is on the agenda for every regionally based small business in Australia. Why? Because I know that when marketing is done properly, it can help your business grow.

I believe small businesses are the backbone of our nation. When your business grows, it benefits not only you, and your family, it benefits your whole community. Small businesses create a vibrant and connected economy. We employ local people, we donate to local charities and we work together to build resilient and thriving regional communities.

On the marketing front, I am a Certified Practicing Marketer (CPM), a member of the Australian Marketing Institute (AMI) NSW Committee and a head judge for the AMI Awards for Excellence. I was awarded the Small Budget Marketing Award at the AMI Awards for Marketing Excellence in 2017, 2018 and 2019.

See omnystudio.com/listener for privacy information.