Close your eyes and think with me for a moment. You are hungry and standing at the bottom of an apple tree. Are you going to leave the apple tree to go look for a ladder? Of course not. Instead, you will simply and conveniently pick the low-hanging fruit, those apples that are the easiest to grab.
Be careful with overusing this approach in your business. We might be spending so much time picking low-hanging fruit in our business that we no longer focus on the high-level, more profitable fruit. Why do we do this? Because it’s easier; it’s comfortable.
Many producers (and companies, too) stay in a certain market because they don’t feel they’re worth more. But take courage and stretch! Upwards! Higher!
Don’t get confused. I am not saying that you shouldn’t pick any of the low-hanging fruit. I am saying that as you pick the low-hanging fruit, keep the ladder handy for other opportunities. Don’t get lazy. Remember that picking low-hanging fruit is a complacent, low-energy, passive activity. Picking high-ladder fruit is a strategic, high-energy, proactive activity.
The low-hanging fruit will not always be readily available. To prevent large slumps, another diversified strategy must be implemented that will allow you to bring in revenue and use sales volume from a different source.