The concept of the prospect pyramid

Inside any group of prospects you might be pursuing it is vital to understand how literally any group you might be pursuing breaks down.

1% are rich

4% are affluent

15% are not only price-sensitive buyers, but they also have very little disposable income available to invest in what you have to offer.

80% of them are living on the edge financially and even thought they might have a dire need for what you have to offer, they simply can’t afford it.

Likely, it will seem obvious to you now that the success of your business lies in effectively reaching the top 5%. The folks in this category can easily afford your product or service and can easily afford to buy from you again and again.

Crafting a reliable and effective marketing and sales system that allows you to reach the top 5% effectively is at the heart of your ability to run a successful business, be profitable, and build wealth.

Do you have one?

Most business, especially small businesses do NOT. Instead, the live on hope, sweat, and far too much elbow grease in order to eak out a living. That’s not way to live, let alone run a business.

…it might be time to get to work.

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The democratization of your marketing dollars is a mistake. The most effective way to build a business, especially a small business, is by spending MORE on HIGHER VALUE prospects than you spend to attract the less valuable ones.

Stop ignoring this. You’re wasting a lot of money.


PS Here’s the proof of this concept…I know this was true when I was running my fitness business.

The customers or clients that made you into the successful, profitable company you are today did not come from SEO, clicks, or social media. Either accidentally or on purpose, they came from connecting with and building relationships with people who for whatever reason decided they knew you, liked you and trusted you to take care of them.

Don’t EVER stop Scoring

soccer ball photo john ashworth

written by john c ashworth

Want to sell more? Remove obstacles.

Sounds simple, right? Actually, it is. The hard part is not letting distractions pull you away from this beacon of truth. Especially as your sales and company grow, your focus on eliminating the things that detract and distract from the sales process become more prominent and require your constant diligence.

Think about it honestly…

How much time do you actually spend selling each day?

Very often, it’s not nearly as much as you think and not nearly as much as I’m sure you would prefer.

You must contactly guard against the three hundred pound gorilla that is standing outside your cubicle. Fist pounding. Belly growling, feet stomping. He stinks and he’s clammoring for your attention. Ignore him. He will move on to feed elsewhere, but only if you can stop him from stealing your attention. Stealing your mojo.

That gorilla can come in many forms and they are all easily justifiable until you take a closer look at what you were put on this earth to do. Sell things. Make your business grow. Make more money so you can do more great things. Serve more people with our gifts and expertise.

You can’t do that if you’re constantly trying to tame that beast who is powerful and convincing in his giant hairy armor. Constantly trying to convince you that this other thing needs to be done first or that you should be satisfied with your current progress.

I learned a long time ago from a great soccer coach that as a center forward you should always be hungry for more. Always hungry for another chance at glory. No matter how many golden nuggets you’ve got in your pocket, there is always room for another one.

This might sound greedy to you and if it does? Well, the gorilla’s got your mojo and is coaxing you into complacency. The ultimate monster in disguise.

Don’t ever let up. Don’t ever stop scoring.


Are you making this mistake on YOUR website?

written by john c ashworth

website design security

Are you making this mistake with your website?

Take a close look at the image I’ve included with this article. If you’re website is displaying this little ‘i’ icon, along with the ‘unsecure’ text your website is NOT secure. You need an SSL certificate, and you need one now.

Somewhat recently, the search engines changed the rules again and they are looking for certain things ‘underneath the hood’ of your website. If they’re not there, you’re being labeled as unsecure in a very public way, and you could be losing business, as customers and prospects lose confidence in interacting with your website.

The solution is relatively simple, but you really do need to get to it as quickly as you can. Because it’s damaging your website visitors’ confidence, and very likely the overall response and interaction they have with your website. Even worse, it makes you look disorganized and lost; and it affects your search engine rankings too.

I found the unsecure site pictured above when going to make a payment to a local business here in Madison. I was thrilled to discover that they offered the ability to do this. The bill had been sitting on my desk for a week while I continued to procrastinate on writing a check, addressing the envelope, locating a stamp and walking it downstairs to the out-going mail.

I went ahead and made the payment anyway because by the time I got to the actual payment form on their website, I found that this part of the process was in fact secure and knew I was OK. But I’m in the business and understand these things. Most of your websiste visitors are not. And even in spite of my expertise, I still felt reluctant to follow-through. My user-experience and my impression of this particular business was negatively impacted by this seemingly small aberration.

How many others are visiting this website every day and losing confidence in it because you look dated, out of touch, and exposed?

In this case, we’re talking about a specialty practice that offers the most modern care in dentistry you can get. The CAT scan of my ailing tooth was an amazing opportunity and provided the missing information for the treatment plan.

In the old days, I would have likely been headed for another exploratory root canal instead of the relatively quick, simple, and informed decision that it was time to say goodbye to this old tooth for good.

Your website is a living, breathing communication medium that you need to nurture constantly. When you don’t relate to it this way, it starts to decay, and often very quickly. Eventually, it’s that old, infected, rotting tooth stealing energy and opportunity from you every single day until it’s fixed.