A weekly marketing column by Graham McGregor

Graham McGregor: Picking the low hanging fruit marketing opportunities

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What simple things can you do this week to attract larger numbers of new customers or clients to your business? Photo / iStock
What simple things can you do this week to attract larger numbers of new customers or clients to your business? Photo / iStock

Low hanging fruit is an expression that refers to picking the fruit on a tree that is very easy to reach. In other words the fruit is right in front of you as its 'low hanging.'

In business the same principle applies.

Before you race off and look for new markets to reach, new products to sell or new marketing strategies to try, take a closer look at your business.

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Ask yourself 'Do I have some very easy sales I can make right now that I am missing out on?'

A lot of the time you'll be amazed at the sales you can make by looking for low hanging fruit.

Here are three examples...

1: Easy add on sales

A personal fitness trainer I met a few years ago had fast yet fun training methods that produced excellent results for all his clients.

Yet all he offered his clients was his personal fitness training services.

I suggested he offer his clients additional products like protein powders, vitamins, minerals and nutritional supplements. This made sense so the personal trainer tried it.

Within three months the majority of his clients were now enjoying even better health and fitness after purchasing the supplements he was now offering.

And the personal trainer was now enjoying an extra $1,000 a week in brand new profits.

2: Look for simple and inexpensive ways to attract more customers

Sometimes making more sales is as simple as talking to more potential customers about what you sell. And there are a huge number of simple things you can do to attract more customers.

Here's an example to get you thinking:

A hardware shop increased the number of people coming into their store with a fun competition.

They put up a big sign in their window that said: "We guarantee that if you come into our store one of our people will professionally greet and welcome you within 15 seconds. If they don't we will give you $50.00 worth of hardware of your choice free."

People would walk down the street and read this sign. They would stop for a few seconds and then mentally say to themselves "That sounds interesting; I think I will check it out." So they would walk inside the hardware store to see more about what was going on.

The store had a bell and buzzer on their door that sounded as soon as you went in. One of their salespeople would excuse themselves if they were dealing with a customer by saying something like "Can you just excuse me for 10 seconds" and then walk over to the person and welcome them to the store. "Thank you for coming in today, I'm just with someone else so please free to look around. I'll be with you in a moment."

This way the customer was always greeted professionally within 15 seconds of walking in to the shop. Now, once the people were in the shop guess what many did? They said to themselves, "Well now that I'm here what can I buy that I might need?"

Sales increased dramatically.

3: Reuse a marketing campaign that worked in the past

Here's an example:

I used a two page letter a few years ago to get an appointment with the head of retail for two of the largest banks in the country. I ended up doing business with one of these banks.

I reused the same letter recently and got an appointment with the owners of two large companies who I had never met before.

The letter worked well in the past so there was a good chance that it would work again.

And in many businesses the same principle applies. If you tried a particular sales promotion, or marketing campaign and had good results in the past there is a good chance it would work well if you reused it.

So look back over the last year or two and ask yourself 'What marketing or sales strategy has already worked well for our business?' Then look for ways to reuse this same strategy again.

The good news is that there low hanging fruit opportunities in every business if you take the time to look for them.

'The lesson which life repeats and constantly enforces is 'look under foot.' The great opportunity is where you are.' - John Burroughs

Action Exercises:

What additional sales could you make in your business with very little effort?

What simple things can you do this week to attract larger numbers of new customers or clients to your business?

What marketing campaigns can you reuse that have already worked well?

- NZ Herald

Graham McGregor is a consultant specialising in memorable marketing. Download his 396-page Unfair Business Advantage ebook at no charge from theunfairbusinessadvantage.com.

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A weekly marketing column by Graham McGregor

Graham has had 36 years 'hands on' experience in sales and marketing. He has sold a range of services including advertising, sales training, personal development, life insurance, IT services, investment property and business consulting services.

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