How often have you heard from a potential client that it’s just not the right time – sometimes that can feel like you’re being brushed off because they don’t want to say no, but have you considered that maybe they’re just not ready to buy from you right now?
Chet Holmes’ Buyer’s Pyramid offers a powerful framework to better understand your market and tailor your approach to different audiences.
In today’s blog I am going to explore what the Buyer’s Pyramid is, what it means for your business, and how you can take actionable steps to implement this strategy today.
What Is the Buyer’s Pyramid?
Chet Holmes introduced the Buyer’s Pyramid in his book The Ultimate Sales Machine (worth a read if you’re looking for some help with your sales activity). It’s a simple concept that categorises your target market into five groups based on their readiness to buy. Here’s the breakdown:
- 3% – Ready to Buy
These are the people ready to buy your product or service *right now*. They’re actively searching and evaluating options.
- 7% – Open to Buying
This group isn’t actively looking but would consider purchasing if the opportunity arose.
- 30% – Not Thinking About It
These people aren’t in the market for your product or service at the moment, but they’re not opposed to it either.
- 30% – Don’t Think They’re Interested
This segment assumes they don’t need your product or service, often due to a lack of understanding or awareness.
- 30% – Definitely Not Interested
These individuals are unlikely ever to buy from you, often due to strong opinions or external factors.
Why Does the Buyer’s Pyramid Matter?
Many business owners focus exclusively on the 3% who are actively buying. While this group is important, it represents a tiny portion of your overall market. By tailoring your marketing and sales efforts to the entire pyramid, you can tap into the massive 67% of people who could potentially become your customers in the future.
Consistent, educational marketing builds trust and nurtures relationships over time. Applying the Buyer’s Pyramid ensures you’re speaking to every segment of your audience, not just the smallest portion. This also helps when you’re thinking about the messaging that you’re putting out to each segment of the pyramid.
How to Leverage the Buyer’s Pyramid
Here are some simple steps you can take to use the Buyer’s Pyramid to your advantage:
Craft Messaging for Each Group
Your communication needs to address different levels of readiness:
- 3% (Actively Buying): Highlight urgency and differentiation. Why should they choose you today? Use clear calls to action and testimonials to validate their decision.
- 7% (Open to Buying): Provide value-driven content. Show them how your solution fits their potential needs with educational materials or limited-time offers.
- 30% (Not Thinking About It): Focus on awareness. Share problem-solving stories, case studies, or insights to make them realise they might need your product or service.
- 30% (Don’t Think They’re Interested): Break down misconceptions. Use testimonials or research to address common objections or misunderstandings.
Educate and Nurture
The foundation of moving people up the pyramid is education. Create content that provides value to your audience without overtly selling. Blogs, webinars, and social media posts that answer questions or solve common problems can work wonders.
As Chet Holmes suggested, focus on being a trusted advisor rather than a salesperson. When you educate your audience, you build trust, positioning your business as the natural choice when they’re ready to buy.
Use Consistent Follow-Up
Brad Sugars teaches that follow-up is the key to converting potential buyers into customers. Most sales happen after multiple touchpoints. Use email campaigns, retargeting ads, and personalised outreach to stay top of mind with your audience.
Remember, those in the 7% and 30% groups aren’t going to buy immediately, but with consistent engagement, they’ll move closer to the top of the pyramid.
Target Your Marketing Efforts Strategically
Using the Buyer’s Pyramid as a framework, evaluate where you’re spending your marketing budget. Are you putting all your resources into chasing the 3%, or are you investing in long-term strategies to engage the other groups?
Chet Holmes’ Buyer’s Pyramid offers a new way to look at your audience and marketing strategy. By focusing on all layers of the pyramid—not just the 3% ready to buy—you open up new opportunities to grow your business.
Start today by asking yourself:
- How can I educate my audience better?
- Am I nurturing relationships with those who aren’t ready to buy yet?
- Is my marketing tailored to speak to different levels of interest?
Understanding and leveraging the Buyer’s Pyramid is more than a sales tactic—it’s a mindset shift. It’s about meeting your audience where they are and guiding them through their buying journey. With the right approach, you’ll not only increase sales but also build a loyal customer base that will sustain your business for years to come.
