If you were hungry and the only food source available was the big apple tree in your backyard, why would you ignore or take for granted the lowest hanging apples in favor of higher ones atop the tree?  You wouldn’t, right?  To pick those higher apples you’d either have to scrape your hands and shins to climb the tree or haul a tall ladder and use it to gain elevation, both time consuming, labor intensive, and very challenging courses of action.  In fact, each of those options contains some degree of risk…falling and suffering the pain of failure and continued hunger.  When it comes to business development many individual practitioners and/or organizations choose to continually seek “higher fruit” when building new clientele when larger, riper apples are right there waiting to be picked.
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