Think about your typical customers: on average, what percentage of your entire range of products and services are they aware of? I ask every audience, client and prospect this question, because it is the single lowest hanging fruit for revenue. Answers range between 5% and 50%, but almost never higher.

People cannot buy what they do not know about.

We think about everything we offer, because it is our job. But our customers have their own jobs. And even if we’ve told them (repeatedly!) about the other products and services they can buy from us, they are probably not aware of them.

How do we grow this awareness percentage?

In every conversation your company has with a customer, ask this very complicated question: Did you know we also do x, or y, or z?

Of all the techniques I teach, this one grows revenue the fastest and the most.

Who will you ask the “Did You Know question” of today?

Example: Did you know I help create and implement powerful marketing plans for clients? Revenue growth is a behavior change project. I help your staff systematically take new (no cost!)  action that powerfully communicates your value to people who can buy it. My average client enjoys revenue growth of 15-20% in their first year with me. Just reply to this email if you’d like to discuss applying these concepts to your work.

Here I am presenting this very topic (customer awareness) on the big stage at the Door & Hardware Institute convention about 10 days ago. 

This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.