Most business owners want more customers right now.

That’s fair. More sales today means more money in the bank.

But here’s what most people don’t realize:

Only a small number of people are actually ready to buy what you sell at any given moment.

Everyone else? They’re just living their lives — not thinking about you or your business.

And if you only show up when they’re ready to buy, it’s already too late. They’ll go with the company they’ve seen, heard, or trusted before the need ever popped up.

Two Kinds of Customers

Forget all the fancy marketing lingo. It really comes down to this:

  1. People who are ready to buy now.
  2. People who will buy later.

You need both to build a business that lasts. But each group needs a different message.

Why Most People Aren’t Ready Yet

Think about car insurance.

Most folks don’t think about it until renewal time. But when that time comes, they act fast. They don’t go looking for a hundred quotes — they usually pick the first name they trust.

That’s how marketing works in nearly every industry.

Whether you sell HVAC repair, custom cabinets, or financial advice — your future customer won’t shop around if they already know your name.

How to Win Both Groups

For the ones ready right now:

  • Make it easy to choose you.
  • Be clear about what you do, what it costs, and why it works.
  • Show proof: reviews, photos, testimonials, simple guarantees.

For the ones buying later:

  • Show up before they need you.
  • Tell stories about your business, your team, and the people you help.
  • Be the brand they already feel good about—before the problem shows up.

Keep It Simple, Keep It Consistent

You don’t need to be a marketing expert.

What works is:

  • Clarity. Say what you do and who it’s for.
  • Consistency. Keep showing up—online, in emails, on social media, or the local paper.
  • Memorability. Use simple stories that stick in people’s minds.

Marketing isn’t about being clever. It’s about being remembered.

Use the Tools — But Don’t Get Lost in Them

Digital tools can help. Website visits, email lists, social media—all good.

But don’t drown in data. Just focus on this:

  • Talk to the people who are already paying attention.
  • Stay visible to the ones who aren’t—yet.

Final Thoughts for Business Owners

  • Most customers aren’t ready to buy today. But they will be. Stay in front of them.
  • Make it easy for today’s buyers to say yes.
  • Use clear, simple messages people can understand and remember.
  • Don’t rush. Awareness now leads to sales later.

The Bottom Line

The best time to introduce your business is before someone needs you.

When that moment comes — and it always does — you want to be the first name they remember.

Latest posts by Michael Mendelssohn (see all)