Hubspot Guide to Turning Noncustomers into Buyers

In many markets, the biggest growth opportunity is not your current buyers but your noncustomers, and the classic Hubspot sales framework shows how to convert them into profitable clients with a structured, repeatable approach.

The original methodology outlines three clear types of noncustomers, why they have not bought yet, and what you can do to win them over. This guide adapts that thinking into a practical, step-by-step process you can apply in your sales system and CRM workflows.

What Are Noncustomers in the Hubspot Sales Context?

Noncustomers are people or organizations that could benefit from your solution but are not buying from you right now. The Hubspot perspective encourages you to look beyond your active leads and consider the wider market.

Understanding them matters because:

• Your largest revenue gains often come from people who have never purchased.
• They reveal gaps in your messaging, pricing, or product positioning.
• They help you build more accurate, data-driven forecasts and pipelines.

The Three Types of Noncustomers Explained

The original model segments noncustomers into three distinct levels. Each level is defined by how close they are to your market and what keeps them from buying.

Level 1: Soon-to-Be Noncustomers

These are current buyers or near-buyers who are on the verge of leaving your market. From a Hubspot-aligned strategy standpoint, they are closest to conversion but also closest to churn.

Common traits:

• They have bought similar products before but are dissatisfied.
• They are actively exploring alternatives, including doing nothing.
• They may feel products in your category are overpriced or overcomplicated.

Why they have not bought from you:

• Your brand is not clearly differentiated from what they already use.
• They do not see enough value to switch.
• They are skeptical of more promises from vendors in the same category.

Level 2: Refusing Noncustomers

Refusing noncustomers consciously reject your offer or your entire category. A Hubspot-informed sales playbook treats them as a strategic challenge rather than dead ends.

Common traits:

• They know your type of solution exists but say, “It is not for us.”
• They have strong objections about cost, complexity, or fit.
• They may have tried something similar and had a poor experience.

Why they have not bought from you:

• They believe the status quo is cheaper or safer.
• They associate your category with risk, disruption, or hidden work.
• They do not trust vendors to deliver the promised results.

Level 3: Unexplored Noncustomers

Unexplored noncustomers are the people and organizations that have never been targeted or seriously considered by your industry. The Hubspot philosophy frames them as a blue-ocean style opportunity.

Common traits:

• They are outside your usual segments or verticals.
• They may not even know your type of solution exists.
• They often solve the problem manually or in a different way.

Why they have not bought from you:

• Nobody has educated them about the problem or solution.
• Your messaging does not speak their language or use their context.
• Your product and pricing may not yet fit their needs or scale.

How to Identify Noncustomers Using a Hubspot-Style Process

You can map and prioritize noncustomers with a simple, systematic workflow aligned with modern CRM and sales tools.

Step 1: Analyze Current Customers and Near-Losses

Start by looking at people who almost became noncustomers:

1. Review churned and lost deals and categorize reasons for loss.
2. Identify patterns in industries, company sizes, or roles.
3. Tag prospects that stalled late in the pipeline.

This group usually contains many Level 1 noncustomers you can still recover.

Step 2: Map Objections to Find Refusing Noncustomers

Next, analyze objections that repeatedly block progress. A Hubspot-informed approach involves structured objection tracking.

1. List the most common reasons prospects say no.
2. Group them by theme: price, risk, timing, complexity, authority.
3. Match themes to your existing ICPs to see which segments refuse most.

These insights point to your Level 2 noncustomers and tell you which beliefs you must change.

Step 3: Look Beyond Current Segments for Unexplored Noncustomers

Finally, search for potential buyers outside your traditional focus:

1. Ask, “Who else has this problem but is not being served?”
2. Examine adjacent industries that mirror your best customers.
3. Interview customers about departments or peers who share similar pains.

These patterns reveal Level 3 noncustomers who could open entirely new revenue streams.

Designing Offers for Each Noncustomer Type with Hubspot-Style Thinking

Once you understand each group, tailor your offers, positioning, and sales plays.

Offers for Level 1: Soon-to-Be Noncustomers

Focus on frictionless switching and fast proof of value.

• Provide clear migration plans and onboarding support.
• Offer short pilot periods that prove value quickly.
• Create content comparing your solution to status quo options.

Offers for Level 2: Refusing Noncustomers

Here you must reframe value and directly address objections.

• Develop case studies that mirror their concerns and context.
• Offer risk-reversal elements like guarantees or opt-out clauses.
• Use ROI calculators to translate benefits into concrete numbers.

Offers for Level 3: Unexplored Noncustomers

These segments often require education and product adaptation.

• Create problem-awareness content tailored to their reality.
• Adjust packaging, pricing, or feature sets for new use cases.
• Run small experiments before scaling campaigns.

Implementing This Framework with Hubspot-Style Tools

To operationalize this strategy, you need consistent data capture, segmentation, and content. Whether you use Hubspot or another CRM, aim for these practices:

• Tag contacts and deals by noncustomer type and main objection.
• Build custom views to track pipeline movement by segment.
• Align automated nurture campaigns to each noncustomer level.
• Measure conversion rates and time-to-close for every segment.

Teams that systematically track these metrics uncover underserved groups faster and design more effective offers over time.

Learn More About the Original Hubspot Noncustomer Framework

To dive deeper into the original model, you can read the source article on the official blog: Types of Noncustomers and How to Sell to Them. For additional strategy support and implementation help, you can also explore consulting resources such as Consultevo, which focuses on growth systems and sales optimization.

By recognizing the three types of noncustomers and designing specific plays for each, you can create a predictable process to expand your market, increase revenue, and strengthen your competitive position using a rigorous framework inspired by the Hubspot sales methodology.