Only a small share of the market is ever buying
According to research by the LinkedIn B2B Institute, at any given moment roughly 95% of B2B companies are outside the buying cycle. Only about 5% are buying. Yet most salespeople focus precisely on those 5%, and that's where competition is highest and margins are lowest.
The remaining 95% will buy one day. The question is who they'll think of at that moment.
Source: The 95:5 rule, LinkedIn B2B Institute
Where opinions are formed
Today, the customer does most of the research themselves. They read, ask colleagues, follow people from the industry and increasingly ask AI. They come to a salesperson only once they have a ready shortlist. That's why classic cold calling is weakening today: the customer is better informed and doesn't need anyone to explain the market to them.
How to be visible before the customer asks for a quote
- Connect with people from your ICP well in advance. Not so you can message them right away, but so you're in their network when it matters.
- Publish regularly. Once a week, about what you're working on and how you think. Every post is a small entry in their awareness.
- Comment on their posts. Briefly and to the point. They'll get to know you before you write to them.
- Watch for signals. A change of position, hiring or a new topic in their posts often suggests that the company is getting closer to a purchase.
- Be ready, not pushy. When the signal comes, you have both the context and the relationship. You don't have to start from scratch.
We describe how LinkedIn SSI helps with this in the article LinkedIn Social Selling Index (SSI).
The salesperson as a consultant
The salesperson's role is changing. Less “why buy from us,” more “how to think about the problem.” Whoever builds their own network and brand is the one the customer thinks of first.
How Pipelyx handles it
Pipelyx monitors contacts from your ICP over the long term and alerts you to signals. When the right moment comes, you're not a stranger.