Gold's in the 7%

If you niche and pitch, congrats — you’ve just clipped the chartreuse 3%. These are the people who already know they want something. They’re in-window, actively shopping. It’s order-taking, and let’s be honest, that doesn’t take much skill.

Yes, they bite quickly, but they also close cheap. Why? Because now you're in a beauty pageant with five other vendors. Everyone’s pitching. Everyone’s posturing. It’s a race to the bottom.

Now let’s talk about the next 7%.

They don’t know what they need yet. They’re not in pain — they’ve just got an itch. Something’s off, but they can’t name it. That’s where elite sellers operate.

They don’t chase demand — they create it. They move in laterally, Trojan Horse style. No pitch. No pressure. Just precision.

Most salespeople serve the 3%. The best convert the 7%. And the top 1%? They’re closing high ACV deals in the next 30% again while everyone else is stuck in a pricing war. It’s a different game.

As promised, Vanquish in under 1 minute!

P.S. Here’s the Chet Holmes' pyramid, which makes sense of the numbers I’m discussing.

Build, Scale, Vanquish.

Jonny