How The 95/5 Rule Leads to a Consistent Sales Pipeline

The Affluent Buyer Script

In this episode of The Affluent Buyer Script, host Katy Doss dives into the transformative 95/5 Rule—a marketing principle that explains how only 5% of your target market is ready to buy at any given time, while the other 95% is still considering, researching, and planning. Katy and her guest, Script account executive Shelly Weathers, discuss why businesses, especially in the luxury outdoor space, need to focus on nurturing that 95% to build long-term brand awareness and ensure they’re top of mind when potential buyers are ready to make a decision.

They’ll cover actionable strategies like consistent, year-round marketing, telling compelling stories, using multi-channel approaches, and leveraging social proof to engage affluent buyers who aren’t yet ready to purchase. You’ll also learn how to measure ROI for those in the 95%, even when they aren’t making immediate purchases, by tracking key metrics like website traffic, social media engagement, and ad impressions.

If you’re ready to create a consistent sales pipeline and ensure your brand is always in the consideration set of affluent buyers, this episode is for you!