“Low hanging fruit! We’re going to focus on the low-hanging fruit to drive sales and get revenue.”
I’ve heard that phrase so many times, I can’t even tell you.
On the surface focusing on “low-hanging” fruit sounds like a great idea, but the problem is low-hanging fruit may not be as easy to get as you think.
I spent all day yesterday at a client site doing 2013 plan reviews. One of the reps shared she was going to focus on “low-hanging” fruit to help drive Q1 revenue. On the surface, this was not a bad initiative. Her targets were truly “low-hanging fruit.” If she could find the companies she was talking about, the sales cycle would be shorter and she could close deal faster.
Here’s the rub.
I asked; “how much time will it take to find these companies. Are they easy to find? Can you get to them quickly?”
The answer; “No, it will take a long time. They aren’t easy to find.”
The companies she identified were great companies to pursuit and truly are low-hanging fruit. The problem wasn’t the sales process, but the finding process. The amount time it required to find them, offset any “low-hanging” advantage. It didn’t make sense for her to focus only on these companies. It wouldn’t help her Q1.
There rarely is “low-hanging” fruit. Anything that is truly easy, has a very short shelf-life. Everyone is already picking at it.
I live in Colorado. I know Colorado grows amazing peaches. I’m sure there are some peach trees somewhere near me, with giant, juicy peaches, with in reach, ready to be picked. But, I have no idea where to find one. In the time it would take me to find a peach tree and get there, I could have just gone to King Soopers (our local grocery store) and bought a dozen.
It’s not enough to be “low-hanging” fruit. You have to know where the find the tree and a whole lot more.