The Convention Pitch: Seizing the Moment

Who is really interested in buying right now?

The chart above gives a general outline of what buyers in most “total addressable market” are really thinking and doing at any given moment in time. Statistically these numbers are relatively the same no matter what products you are selling or what services you offer. 

Here’s the harsh truth: only 3% of people are looking to buy shoes, computers, books, or any particular product “right now,” and another 7% would be open to making a purchase if you had the right product, right sales pitch, and they knew you existed. That means 90% of the people in the stadium are uninterested in what you are selling.

At any given time only 3% of your prospects are currently in the market to buy your product or

service and looking right now to get it. Another 6-7% are open to it, but not currently looking.

The other 90% are divided into three nearly equal categories:

1. 30% Potential customers who are not thinking about you right now
2. 30% Think they’re not interested, but might be if your presentation grabs them
3. 30% They KNOW they’re not interested

So let’s say you sell brooms. And let’s say it’s a fantastic broom. But remember 90% of the audience isn’t in the market for your broom at this time. At least they think they’re not interested. That means if you walk out there and start right off saying how great your brooms are, 90% of your audience is going to get up and leave.

Creating the right corporate identity will supercharge every aspect of your company from sales and marketing to employee recruitment and retention.  We use the power of research to craft a story that will motivate prospects and your best buyers and establish your company as the industry leader. Every team member in each of your core profit centers will move in the same direction and project your corporate culture to other team members, customers, competition, and future prospects.

Once you create this powerful narrative and train every team member you will have an entire workforce selling your company’s products and services with every touch and every interaction. The culmination of a great corporate identity is an education-based marketing pitch that educates instead of sells. No one wants more salesy website ads and marketing emails…but everyone wants to learn, grow, and be a part of something that adds value to their lives. This is what a great corporate identity can accomplish.  This one long-term strategy will do more to support exponential growth than any one salesperson, product or service.

While everyone else in your industry is busy pitching product info, features, and benefits, which will only appeal to 3% of the target market at any given time, you will open up the buying pyramid by using the power of market and industry data to shift the buying criteria and appeal to your entire total addressable market.