12 ways to pick your low hanging fruit

MANY BUSINESS OWNERS are quick to direct their sales people spend time on getting new business.

Often ignoring what they already have.

Its partly the thrill of the chase, the idea of something new.

Russell H. Conwell, tells a wonderful story, Acres of Diamonds, about a young man who left home to roam the world seeking his fortune. Unsuccessful and returned home only to find an acre of diamonds outside the back door of the property he once owned.

New business is expensive to find and win away from current suppliers. Up to 10 times more expensive to do business compared to the those outside your back door. Yes you should always have a stream of new business to offset change in your present clients, but it should not represent more than 20-25 % of your business income.

The good news is every business has low hanging fruit.

Say that within earshot of any sales rep or sales manger and you instantly have their attention.

Yes, they're called existing CLIENTS.

12 ways how you can pick your low hanging fruit

1/ SHAKE UP YOUR SALES TEAMS

Change your sales representatives territory, particularly if they have been calling on the same clients for yonks.

Expect a reaction to this move. But maybe some have been in a comfort zone, and taking their current relationships for granted and not seeing opportunities that a fresh set of eyes might. Have you the strength of leadership to take this action?

An alternative is to allow the sales representatives keep their top 20% but allocate the remainder to new representatives. That way you might get out of the announcement meeting alive!

2/ ARE YOU ENGAGING YOUR CLIENTS AS MUCH AS POSSIBLE ON ALL PLATFORMS AS POSSIBLE?

This was the remark by the head of Disney Studios at a Licensing conference in Melbourne I attended recently. Apart from complaining that he’d never been up at such an hour (7am in Los Angeles) he opened the breakfast saying that the question (" Are you engaging your clients as much as possible on all platforms as possible ?") was asked by his team at Disney at every meeting he attended. It drives their every action. How would you answer that question?

Are you engaging your clients as much as possible on all platforms as possible?

3/ USE EMAIL CONTENT MARKETING

The most cost effective way of engaging and stimulating your clients. No not as a means to convey this month’s specials and use just as as another advertising channel, but with quality content that provides clients with knowledge and value.

If you establish trust and value you maybe be allowed to market directly to them on a 1:4 basis. What is stopping you to use this highly cost effective medium?

What is stopping you to use this highly cost effective medium?

4/ GET OFF YOUR BUTT AND OUT OF YOUR OFFICE

Get out of the comfort and warmth of your nicely appointed work space and visit your clients in their work place. When was the last time the owner or CEO of one of your suppliers visited you at your office? Maybe never! Too busy? What would you prefer to be an overhead or a direct cost (a cost which you can recover from sweat equity!)

5/ SPECIAL SNEAK PREVIEW OF NEXT SEASON'S RANGE

If you don’t have an exciting product or service then make the occasion or location the excitement factor. Invite current and lapsed clients to a special function (drinks and nibbles). Having worked for key brands in the electronics area (Pioneer) they would range their new components twice a year – and invite key clients and media. Why not do the same. At least a good excuse for a party.

6/ ONE WAY TO GET REFERRED BUSINESS

Referrals. Don't get many? Then freely give them! Simple as that. Think about your clients and ways you might refer business. Then leave it to the Law of Reciprocity. Don't be surprised nor disappointed when the referred business to you comes from another direction. That's the Law of Reciprocity working.

7/ DO SOME PHONE RESEARCH

Either personally or commission someone to research customers, both current and lapsed, on what they like about your product or service. If there is any suggestions to improve, or anything they might add, and if appropriate why they haven’t been using your services lately. Former clients may not give the real reason but if the interview is done respectively and sensitively they may be impressed by your want to listen and improve.

8/ SEND THEM FREE STUFF.

We all love free stuff. In your travels you will come across some new and low cost items. Why not buy up a bunch and send them out selectively with a personal note.‘Thinking of you. Thought you might like this.” Or do you have promotional caps and jackets. One of my clients' sales representative gave away a cap and jacket just being polite to someone who doesn’t even use his equipment (in the Ag and Earth moving area). The happy recipient rang three months, later switched brands, and the rep booked an $80 k order.

9/ RUN A PROMOTION

A promotional competition for clients. Invite them to enter. Or you enter them.

If it is a mature product or range a well thought out promotion supported by new point of sale and collateral can give a new and exciting boost to the relationship, Well if Madonna can reinvent herself why shouldn't a makeover to the stars of your range?

10/ WRITE A BLOG AND QUOTE THEM OR ASK THEM TO COMMENT

Appeal to their ego. Take an aspect of your relationship, or borrow from their narrative to feature them in your company's blog. Interview the CEO on the organisation, their service or unique aspects of their value offerings. Particularly valuable to your client if your blog is also followed by their prospective customers

11/ RECOGNISE A SPECIAL Date

Copernicus was wrong. Earth doesn't revolve the Sun. It revolves around us. We are the most important people in the universe or at least most important people in OUR universe. (That is why we send (m) emails.)

So the fastest way to get others' attention is recognise things that they are interested or involved in. It all started at birth. So their birthday is most important (even when they say it isn't). Its an important date to them. So recognise it. Give them a call, text, leave a facebook post, leave a message all Wishing them a great day. Why? Because many will not.

There are other dates that are excuses to just connect. Anniversary of their job, their new role appointment, admittance to a club, a win by their favourite sports interest. Just think if you had to judge when they were good to make contact then every chance these days are the ones. (Whilst saying important to make contact don't break into a sales speil. It will spoil the moment.)

12/ CHECK- IN.

Regularly call (one each day, if possible) a client you haven’t heard from or seen for some time. The contact importantly is NOT a sales call, but just of general interest to see how they are going. Importantly, again, don’t sell on this call even if they initiate the subject. Hard yes. Otherwise it will also spoil the warm 'fuzzy feeling' they will have when they hang up the phone.

Sometimes the best sell is when you don’t sell at all.

SUMMARY

We often leave, in particular, the low maintenance clients to themselves happy to and let the orders flow in at will. Allowing us to spend time with the problematic, low yielding or the vast green fields of prospects.

The most expensive part of a sale is the first transaction. That is where the time is spent, finding, nurturing and selling to them. Then building up initial contacts to builds a relationship. Then we get bored. we get busy, and just as dangerous sales flow in. Dangerous yes. Because complacency follows.

But remember if they have not had contact with us for 90 day or more human nature being what it is, and the frantic nature of our dynamic and competitive workplace, they forget about us. Not just forget, but forget we even walked the planet.

Yes, we must attract new business.

But not at the expense of our true and tried loyal customers.

We must continue, daily, ask our selves the question raised by our Disney executive:

Are you engaging your clients as much as possible, on as many platforms as as possible?"

If not somebody else will!

if you found this blog interesting and of value we invite you to LIKE and SHARE for others to gain from the benefits of looking after your low hanging fruit, their existing clients.

Other posts by this author include:

• Darwin Awards for Sales people
• What is your Coaching philosophy
• Remarkable People leave their mark
• 14 Keys to Effective Checklists
• 7 Things I would tell my Younger self

DARWIN AWARD for Sales people

I LOVE THE DARWIN Awards.

I can't imagine people being that, well... stupid!

Surely they must be urban myths and cannot be true.

Self selection giving evolution a helping hand by taking themselves out of the gene pool.

Maybe there should be a chapter for Sales people who put a lot of thought and effort into being sensationally unsuccessful in their pursuit of sales.

I have compiled a list of fatal sales process flaws and likely lack of success with a prospect even before they sit down. A self selection process that will certainly take them out of the gene pool of sales success, very quickly.

1/ What a stroke of luck, a car space next to the entrance.

Sales people are notoriously running 'just' on time, which often is judged as 5-7 minutes late. Rushing across town from one prospect to the next. Storming into the prospect's car park they will take the first available car park as close to the reception as possible to save those precious seconds.

Not seeing the sign which reserves the space for the Managing Director. In fairness sometimes there is no sign but it is 'common knowledge' that this is sacred land. The trespasser is unlikely to learn fast enough for future visits.

2/ Man I need a rest while I wait.

I will go on record that if you sit down in the reception area waiting for your client to come out of their office to meet for the first time you will not get the sale. Yes that is right. Tired or not, sitting whilst waiting for your prospect puts you in a major disadvantage when rising up as the prospect appears,the salesperson juggling iPhone briefcase, work papers as she simultaneously extends her hand like a circus soleil juggler. An awkward look the hapless salesperson immediately on the back foot. If you got a sale the last time you took to sit waiting, it is because they were desperate for what ever you were selling and not an overly bright monkey could have got the sale.

Even if you are tired and dying to take a few minutes off your feet. Don't.

3/ Yes Missy I am here for Mr Smith, Can you let him know!

Whilst I am sure most people are polite to the receptionist, sometimes salespeople do treat them patronisingly. Maybe its because of their age or their work is perceived as menial. Or maybe they have rushed across town and are a little off handed as a result. Never less a big mistake.

I was taught early in my career whilst not every one in an organisation can say YES everyone can say NO. You will never know what is said after you leave. Even a subtle enquiry by the receptionist to the manager. " Bob, who was that man?" says the receptionist. "Why?" says Bob. " Oh nothing, just he wasn't very friendly when he came in", she says. " Oh!" Says Bob. Strike one and now counting.

4/ Whoa, what a great set of...!

Even if the young receptionist is attractive, best keep those thoughts private. Moreover they shouldn't be shared with likes of the newly met prospect on the long walk to the meeting room.

Nepotism is not only found with the Bushs' and Clintons' in Washington, but is alive and well in small businesses where the owner's or manager's daughter might be earning some extra cash between university studies.

Its likely that when the salesperson calls back they may be patched through to the janitor or never to locate the manager they once met. Whilst also never comprehending why that once perky receptionist now sounds so offhanded.

5/ Chew gum at your leisure, Punk.

UK Skiffle king Lonnie Donegan sang about the taste qualities of chewing gum loosing its potency overnight, and medical research has found chewing gum can improve your memory, your health and even your sex life.

But chewing gum gives the impression of a badass, and mixed with pursuit of new business will prove fatal. In a professional environment  it shows a person with attitude. And who wants to buy from a person with attitude?

6/ Carrying baggage

Some people can’t let go the baggage they carry in and through the day.

A bad start with your partner or kids leaves the house and travels with you to your calls. Sometimes not easy but you have to leave your troubles at the front door, and if you must, pick them up when you return home. That black cloud follows you around and prospects see it like an aura surrounding you.

Similarly a bad end to the prior meeting can affect the next. You see it in sports athletes who make a major error on the field, and keep replaying it in their mind, as they try to focus on the next play.

7/ The Salvos your preferred designer Brand

My mum, no doubt like yours, preached the benefit of wearing clean underwear, and being in an accident. I think that the last thing I would be worrying about after involved in an accident. But that’s mothers for you.

Whilst very few salespeople I imagine turn up in their jocks their attention to their outer dress may leave a lot to be desired.

Unpressed shirts, "do you send your shirts out to be crumpled or do you it yourself?" you might ask. Slept-in suits (remember your dry cleaner is your friend not your enemy), un-cordinated ties and unclean well worn shoes. Whilst the state of someone's dress is apparent, the killer is the unpolished shoes. Maybe its part of my conditioning from, yes my mum the same one hang up on clean undies, but I automatically look at a person's feet, and can result with a damning perception of the standard and detail of the work even before a word has been said.

As they say you only have one chance to make a first impression.

8/ Wet fish handshake, a sweaty bod

Kinesthetic sense is a major, even subliminal, powerful way we perceive the world.

A light touch when we meet somebody can positively affect the outcome and success of a new relationship.

But the opposite can also occur with our first contact, the handshake.

We, often unconsciously, place a lot of immediate and long lasting importance on this. It should not be bone jarring, particularly with a male and a women meeting.

Nor should it be an insipid grip which reminds of handling a trout at the local fish market. Yuk!

Also important is the shape of the handshake. The attempt at a 'power handshake' by having your hand on top is a non-no. Whilst satisfying someones need for command and control is it is likely to kill the prospect of the sale

Also ignoring the olefatcor factor will have you on the nose. Arriving sweaty from the drive, or with a bad case of BO will certainly have the sales person memorable but for the wrong reasons. Deodorant is a must, and if you do wear perfume/ after shave a light dab rather than a heavy handed wallop.

9/ Dress for the Role not for Yourself

Many join in on the causal Friday dress code. And many don’t.

Irrespective of their code you should always aim to be slightly better dressed than the standard at the work site. Otherwise you might just get your days mixed ( "What I thought Friday was your dress down day?")

Some sales people dress to please their selves, not for the role. Let the sales results prove which is the preferred.

Don’t get me wrong I certainly am not a conservative in my style of address, nor am I big on conformity or uniform.

That is not the point.

Being dressed for the role is important and to be treated with common sense.

Also a creative person or tradesperson can give detrimental perception, even if they  turn up in a suit may be over dressed

Dress for the role.

Summary

These 'don'ts" might sound  pedantic and insignificant. Agreed. But they rightly or wrongly form the opinion of ourselves and our service or product.

I must admit that some, not all, I have been guilty of and found how important they were the hard way

People may buy our product or service, but in the end they buy from people. They buy from us.

And they're acceptance of us rests with how we mirror their perception and acceptances of their world.

Give yourself your best chance for success and not a reason to be rejected,  even before you sit with client to understand the problem.

Otherwise you may join the growing list of Darwin award winners.