Understanding market dynamics is essential for companies seeking to launch new products or services effectively. Two key tools in strategic planning are the Rule 95:5 and the TAM, SAM, SOM method. Both provide views on market size and company potential, albeit from different approaches. Let’s go deeper into each concept, starting from a base to achieve a comprehensive understanding.

95:5 rule in marketing

Imagine walking into a room full of potential customers for your product or service. According to the Rule of 95:5, only 5 out of every 100 people in that room are willing to buy. The other 95 people will have no intention of acquiring your offer at that moment. This concept challenges the belief that constant persuasion can lead everyone to buy.

Backed by research by Professor John Dawes at the Ehrenberg-Bass Institute, Rule 95:5 reveals a different marketing reality. Rule 95:5 reveals a different marketing reality. Most potential buyers will only belong to the marketplace because of their unique needs and timing unique needs and timing, without bowing to sales pressure.

Understanding buyer behavior

This rule is a stark reminder of the importance of understanding buyer behavior. buyer behavior. Recognizing that only a small segment of your potential market is ready to buy at any given time is key to adapting your sales strategies. sales and marketing and marketing strategies effectively.

TAM, SAM, SOM method

To understand and address market complexity, companies use the TAM, SAM, SOM approach as a methodology to divide the market into more manageable segments. This approach facilitates the establishment of realistic goals and allows efforts to be directed to areas where satisfactory results are more likely to be obtained.

What happens when Rule 95:5 is integrated with TAM, SAM, SOM?

While Rule 95:5 provides information about the immediate market readiness, the TAM, SAM, SOM method helps companies to understand your overall market potential and realistic scope. By integrating these concepts, companies can develop a nuanced approach to market analysis and strategic development.

  • Strategic planning:


By using the TAM, SAM, SOM framework, a company identifies market potential and targets appropriate segments. Applying Rule 95:5 provides deep insight by recognizing that only a small fraction of potential customers are ready to buy at any given time.

  • Targeted marketing and sales:


With this combined approach, companies can tailor their marketing strategies to target the 95% of potential customers who are not ready to buy, while aggressively targeting the 5% who are. This ensures an efficient allocation of resources, focusing on long-lasting relationships with the majority and capitalizing on immediate sales opportunities.

Application of Rule 95:5 and method TAM, SAM, SOM

Applying the 95:5 Rule involves understanding that only 5% of potential customers are ready to buy at any given time. This allows you to adjust sales and marketing expectations, focusing on immediate conversions and long-term relationships, realistically.



  • Calculate the inter-buying period and decision window will impact the active part of the market. Optimizing marketing and sales strategies involves adjusting expectations about customers willing to buy in the foreseeable future.


  • At forecasting strategyFor short-term opportunities (5%), current market estimates and total market size are used. In contrast, long-term strategies (95%) focus on content marketing and CRM tactics to drive future sales.


  • It is essential to invest in content marketing to educate and build long-term relationships, given the significant portion of the market not ready to buy immediately. Lead segmentation optimizes the sales strategy and personalizes the approach according to the buying cycle of each potential customer.


  • The periodic review of sales and marketing metrics is crucial to evaluate the performance of the strategies. Adjusting them according to current data ensures continuous improvement and optimization of the sales cycle.



The 95:5 Rule and the TAM, SAM, SOM method together provide a comprehensive framework for understanding market dynamics and planning market strategies. Planning strategies, market launch. By recognizing the limited preparation to purchase and identify realistic portions of the market realistic portions of the market In this way, companies can design more effective and efficient strategies for growth. Understanding and applying these concepts enables companies to navigate the market with insight, ensuring that efforts are focused where they have the greatest potential for impact.

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