I just read a startling sales statistic in Alex Goldfayn’s book, Outgrow. Most sales teams spend 80% of their time talking to the same 20% of customers.
This is like having a large garden with hundreds of plants but only watering the same few plants every day.
The 20% are typically customers who call frequently, have the most questions, or have many problems. They're the squeaky wheels, and they get the attention.
Meanwhile, an entire segment of the customer base hears almost nothing from a company it does business with. These customers buy on autopilot – the same products, in the same quantities, month after month. Because they don't cause problems, they don't get attention.
As a result, many of these neglected customers buy competing products elsewhere simply because they don’t know the company carries them. Some have expanding needs but assume the company can’t help. Others quietly reduce their orders, testing other suppliers without anyone noticing.
Goldfayn shares a telling quote from one customer who hadn't heard from their salesperson in months: "I figured you weren't interested in growing the relationship since I never heard from you."
I've seen this pattern play out time and again, regardless of industry or company size. It’s not intentional. It’s just human nature to focus on the urgent rather than prioritize the important.
Is this a pattern in your organization? How many of your customers are thinking that you’re not interested in growing the relationship?
The Outgrow method specifically addresses this issue by creating systems for proactively reaching out to these "quiet" customers. The Outgrow system describes these as "Zero Dark 30" customers – those who haven't bought in 30 days despite previous spending. According to Goldfayn, this proactive outreach consistently becomes one of the most profitable activities for companies that implement Outgrow.
Even in our high-tech world, person-to-person connections remain irreplaceable. Businesses that thrive understand that silence isn't golden – it's dangerous.
Don't confuse silence with satisfaction. Quiet customers may be quietly leaving. Or they may represent the biggest growth opportunity. Either way, you won't know until you reach out.
Who haven’t you spoken to in the last 30 days? The Outgrow system suggests making a list and reaching out systematically.
I'm passionate about helping businesses uncover hidden growth opportunities. If you're interested in exploring how the Outgrow approach might uncover untapped potential in your business, I'd love to have a conversation.
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