Focus on the “Low-Hanging Fruit”
“Low-Hanging Fruit” are client prospects that expressed interest in your business, but have not yet converted to paying clients.
Building a pet sitting business is time intensive. We focus our marketing on getting leads and bringing in new clients, but what most business owners forget about are the prospects that have already expressed interest by calling in or emailing, but have never converted to a paying clients. These prospects are called our “Low-Hanging Fruit.”
Picture a large, well-grown, fruitful tree. The Low-Hanging Fruit is heavier and therefore hanging lower, ripe and ready for picking. These are the people that you should market to and focus on, not the higher fruit that is not quite ripe. Doesn’t that make sense?
Set-up marketing systems to stay-in touch with your warm prospects
Starting today I want you to start focusing on these warm prospecting by setting up marketing systems to keep in touch with them.
Your Homework Assignment: Create a Low-Hanging Fruit spreadsheet.
This should include:
- Client name
- Email address
- Mailing address (Always try and get this!)
- Referral source (how they found your pet sitting business.)
- Pets names
- Service they’re interested in
Review and update this list weekly.
Go through your notebooks and add those people that have expressed interest in yours pet sitting service over the last 6 months to 1 year, but have not yet converted. This should include any clients that have had a “Registration Meeting/ Meet & Greet” with your company, but decided not to follow-through.
Next, set up a system for following up with these folks. It could be an email or a phone call, or a card mailed to them. The card should include their name and their pets names. This is my preference for following up. People are very impressed with the fact that I take the time to send them a personalized card. There’s a saying, “People don’t care about how much you know until they know how much you care.” Show them that you care!
This method will become one of your best and most effective marketing tactics and the greatest thing is that it’s SO SIMPLE. Now, get to it!
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