Most agencies focus their business development efforts on one tiny slice of the market—the 3% of buyers who are ready to buy right now.
And they wonder why:
- Their pipeline is inconsistent
- They’re always hunting for the next deal instead of building demand
- The moment they stop selling, the pipeline dries up
The problem isn’t that their offer is weak.
The problem is they’re fighting for scraps.
I saw this firsthand in my media planning days, working across industries as different as cell phones, perfume, and weapons systems.
No matter the category, the pattern held:
- Only 3% of any given market is in buy-now mode.
- Another 40% will never buy—don’t waste time on them.
- But the other 57% is where the real opportunity lies.
Yet most agencies ignore that 57%.
They focus on the immediate buyers, running outbound campaigns that only convert the smallest possible slice of the market.
That’s why their pipeline is unpredictable.
And that’s why they keep scrambling for new business instead of creating demand that feeds them consistently.
The Best Agencies Focus on the 57%, Not Just the 3%
If you’re only targeting immediate buyers, you’re competing in the most crowded, most cutthroat part of the market.
The agencies that win consistently do two things differently:
- They nurture the “not yets.” Instead of just hammering cold outreach, they stay top of mind with buyers who aren’t ready today—but will be soon.
- They create demand—not just respond to it. They position themselves as the go-to expert so when buyers do hit “buy now” mode, there’s no competition.
How to Shift Your Business Development Strategy to Win More Clients
- Stop relying on just cold outreach.
If your strategy is based on sending 100 cold emails a day and waiting for a response, you’re only scraping the surface. Outbound works best when paired with positioning that warms up prospects before you ever contact them.
- Focus on positioning, not just prospecting.
Most agencies treat outbound like a numbers game. The smart ones use outbound to drive inbound by making prospects aware of them before they’re ready to buy.
- Play the long game.
The best agencies don’t hunt for buyers—they engineer demand so buyers come to them when they’re ready. That’s the difference between a high-churn sales process and a predictable pipeline.
Final Thought: Are You Fighting for the 3% or Creating Demand with the 57%?
If your entire sales strategy is focused on who’s buying today, you’ll always be stuck in a cycle of chasing leads.
The agencies that scale don’t just look for clients. They build demand.
Because when you position yourself as the obvious choice, the moment buyers shift into buying mode, they’re not evaluating options.
They’re choosing you.
Frequently Asked Questions About the Buyer’s Pyramid and Business Development
Q: What is the buyer’s pyramid, and why does it matter?
The buyer’s pyramid is a framework showing that at any given time, only 3% of the market is actively buying, while 57% is considering or open to buying but not ready yet (7% – Open to Buying Soon, 30% Aware but not thinking about it yet, 20% not interested right now). Agencies that only target the 3% are missing out on the much larger 57% that can be nurtured into future deals.
Q: How do I market to the 57% instead of just chasing the 3%?
Positioning and demand generation. That means:
- Creating content that speaks to buyers before they need you
- Running consistent outbound without only focusing on “buy now” conversations
- Owning a category so when buyers are ready, they already see you as the best choice
Q: Is outbound still valuable, or is this just an inbound play?
Outbound still works—but only if done right. If you’re only blasting cold emails asking for a call, you’re fighting for scraps. If you’re warming up the market and engaging the 57% early, outbound becomes a real pipeline driver.
Q: What’s the first step to shifting from chasing buyers to creating demand?
Audit your sales strategy.
- Are you only talking to prospects who are buying today?
- Do you have a way to stay in front of the 57% who aren’t ready yet?
- Does your positioning make buyers come to you, or are you constantly proving your value?
If you’re only playing in the buy-now market, it’s time to shift gears.
Because the agencies that master demand creation don’t chase clients.
Clients chase them.