The Lowest Hanging Fruit May Already Be On The Ground!

By Don Eger, Sales Representative

Business development efforts more often than not focus on “low hanging fruit”. Time and time again savvy marketers identify key business segments that are ideally aligned with the goods and services that a respective company has to offer. While it is strategically sound to pursue new business in this manner, all too often companies tend to lose focus on what helped make them successful in the first place…their current customer.

One of the most commonly overlooked sources of increased revenue has already “fallen from the tree”. Just look at your own current client base. Sure, you’re knocking yourself out on a daily basis jumping through hoops and making sure that everything you do contributes to a high customer satisfaction rating. But, when was the last time you sat back, took a deep breath, and asked yourself…”What more can I being doing for my client? How can they additionally benefit from the services in which my company has demonstrated expertise? Have I looked at every possible perceived client need and properly aligned it with each and every capability my company has to offer?”

Here are a three simple ways to grab “ripe fruit” that is just within reach…

1. Proactively strategize about programs that are consistent with ones you are already implementing in your client’s behalf. This doesn’t need to be anything formal. Brainstorm with your current account group, it may be as simple as saying to your contact at the next meeting, ”have you ever considered…?”

2. Meet with primary contacts and ask how you can reach deeper within their organization. In most cases, and particularly if they are a well-satisfied client, they’ll be more than happy to put you in touch with influential decision-makers in other departments.

3. Schedule semi-annual reviews. This can be an effective new business tool for sales personnel, regardless of the industry you represent. Discussion can lead from “how are we doing” to “what else can we be doing”.

Sure, it’s all a common sense approach to building business relationships, but client satisfaction and increased revenues go hand-in-hand. Remember, the first day you acquire an account, you are one day closer to losing it, so make every day count!