Muzzillo’s 10 Percent Rule

Over the years I have developed what I call the “Muzzillo 10 Percent Rule.”

Simply stated, the rule is that, at any point in time, only about 10 percent of folks are dissatisfied enough with their current situation that they are wide open for change.

This is true for end-user customers. Only about 10 percent of end-user customers are dissatisfied enough with their current supplier solutions that they are wide open to changing suppliers.

This is true for sales reps. Only about 10 percent of sales reps are dissatisfied enough with their current employer situations that they are wide open to changing careers.

This is also true for small-business owners. About 10 percent of them are dissatisfied enough with their current business status that they are wide open to change.

So what?

The big “So what?” in The Muzzillo 10 Percent Rule is that the other 90 percent are either satisfied with their current situations or not dissatisfied enough to be open to change. Ninety percent of prospects are not open to change.

The Muzzillo 10 Percent Rule, and the resulting inverse rule that 90 percent of prospects are not open to change, is a topic that I will be covering over my next few blogs, along with other Muzzillo Rules, including:

1. Buyers are Liars. Sorting fact from friction.
2. Don’t be an easy "No."
3. One simple rule to stop killing your prospects.