Low Hanging Fruit

Everyone knows that the low hanging fruit is the easiest to reach. Accessible, not too hard to get to, not too hard to pick, not too hard to devour. Or do they? I am constantly amazed at the daily opportunities that companies and their sales and marketing teams simply don't see, or choose to ignore.

The cost of finding new customers is way more than growing business with your existing customer base and way more than servicing your existing clients. Quite simply reaching out for the low hanging fruit should be a no brainer for every business and a compulsory question at every sales meeting, or review of business should be asked. "How much more did we get this week, month, year from our current customers". Not being able to answer that question or having no idea what the answer is should be a sackable offence (Harsh, but real).

So why do we ignore these great opportunities? Why do we go in search of new? Constantly looking for new clients, customers and accounts? I think it's quite simple, here are a some of the reasons and a few solutions.

Senior management is often focussed on adding accounts and rewards, motivates or encourages the development of new accounts, it's easy to track a new account, maybe less easy to know what you did with your current ones. Are you guilty of this?

There is often a lack of transparency or reporting on the existing client base, this can hide both reality and opportunity. Do you report the numbers? If not why not?

There is a lack of understanding across the business of the cost of finding new business v maximising current opportunities. Have you ever looked at this cost? Think about it!

Boredom! Yes it's perhaps even boring to keep seeing the same faces, clients, companies, but guess what, it's far more productive. Is success boring? Maybe....

So what can you do about it?

Set goals not just for new accounts, but for growing existing accounts, create account growth plans, build into your marketing plan, strategies for retention and growing existing accounts, not just expanding your reach and finding new accounts.

Look at what you are selling across your accounts, what are you selling to one account that you are not promoting to another similar account, could you?

Network within the account. How many times have you been to an office, seen a client and not asked for a referral? Or not asked to be introduced to your clients colleagues, people in the same department that you have not met. Don't tell me that you know everyone and that you know exactly what they mean to your business. (Maybe true in a very small business, but not for bigger organizations thats for sure)

Maximise your time in your accounts, getting to know them, getting to know what your competitors are selling or supplying to them, can you offer the same or similar solutions?

So, are you leaving the low hanging fruit to be picked and enjoyed by others? Are you ignoring great opportunities just because you are? Did you forget some of the basics?

Time to review your sales strategies, your marketing goals, your client accounts?

Need help? Need support? Need advice?

EXALTA Business Growth Limited. Raising the bar. www.exalta.co.uk