That’s a fierce ratio, but don’t let that put you off! It actually has a lot of added value to call, and to look up that 95%. Often the most business / the most profit is in those out-of-market buyers! Even if they won’t act yet: start a conversation, keep asking them. Why don’t they? Are there any barriers or obstacles that you might be able to help them with, or do they already have plans? They may be ready for a change the following year. That information can help you further in the future!
Don’t just try to sell them something, but think along with them aswell! Show that you as a company are not only after the money but can also offer more. Through the conversations you have, you can leave a piece of yourself and your company on their desk.