Guerrilla Marketing: Mind Reading

Do you know what the prospect means when they say, “That was a great presentation”? Are they complimenting you on the design of your PowerPoint slides? Do they think you have a good voice? Or do they like your information but not enough to switch to your company? Unless your “Carnac the Magnificent”, you need to find out what “That was a great presentation” means. No matter what the prospect says, you need to be sure, not what you think they meant, not what common sense might interpret it to mean, but what the prospect actually meant. Leave the mind-reading to Carnac.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #4

Remember the “3-Foot” prospecting rule. You’re encouraged to talk to anyone who comes within 3-feet of you, to determine if they are a potential prospect. The keys to remember is, the objective of the “3-Foot” rule is to make contact with a “suspect” and to make a determination, if the person may be a potential “prospect” and if there is reason to put them into your sales funnel. This is not the time to “tell & sell”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #3

Have you ever had a buyer call and cancel the order before you got back to the office? They seemed happy. They agreed to everything and signed the paperwork. What happened? The fact is you will never know what triggered their “Buyer’s Remorse”.

The key is to build some type of “Buyer’s Remorse” outlet into your sales presentation. After you have completed the sale, and before you rush out, add one more step to your sales process.

Confront your prospect with the possibility of “Buyer’s Remorse”. “You know Mr. Prospect, some people like yourself are too kind to tell me that our (product/service) isn’t right for them. So they sign the agreement and then after I leave, they call the office and cancel the order, so they don’t have to tell me no in person. Mr. Prospect, is there any reason why you would call and cancel the order after I leave today?”

You have forced the prospect to have “Buyer’s Remorse”, in a controlled environment. An environment, you can control. If they have “Buyer’s Remorse” after you leave, there’s not much you can do. You have relieved any pressure they might have, and also given them the opportunity to verbalize any “Buyer’s Remorse” they might have. But…because you are still with them, you now have the opportunity to deal with any issues they might have and to save the sale.

If they say, “No, there’s no reason I would call to cancel”, before they pick up the phone to cancel, they will at least have to face the moral issue of going back on their word to you. Will it work every time? Of course not. But instead of running out, with the agreement and your fingers crossed, you at least took some proactive measures to prevent “Buyer’s Remorse” and a cancelled sale.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #2

Do you hear what the prospect is saying or do you only hear what you want to hear? Prospect have the same problem; they tend to only hear what they want to hear during your sales presentation and block out what they don’t want to hear.

During your sales presentation, make sure you clarify anything that is even remotely ambiguous. Also, ask for feedback from your prospect on items your have presented to make sure there’s no misunderstanding. Then again at the end of your presentation, do a recap of what you and the prospect have discussed, to confirm you are both clear and on the same page regarding the presentation details.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Marketing Sales Tip #1

In a selling situation, do you tell the prospect all about you, your company, your product or service, and how great you are? Prospects can get that information from your brochure or website.

Potential buyers are only interested in one thing…themselves and solving their problems and issues. So instead of telling them all about you; ask questions to find out about them and their situation. If they took the time to have you come in, they have some problem(s) or issue(s) they want solved. Find out what they are and then sell the solutions (your product or service) to their specific problem.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Fusion Marketing Partners

Whether you call it strategic alliances, collaborative marketing, marketing partnerships or what Guerrilla Marketing calls “Fusion Marketing”, it is one of the most powerful marketing strategies you can use. Fusion marketing allows you to exposure your business while not spending a lot of money.

Internet marketers are far ahead in this area. They understand the value of their customer mailing list to other non-competitive internet marketers. When one marketer comes out with a promotion, all of their “Fusion Marketing” partners send the promotion to their customer list. So instead of sending the promotion to say your 1,000 customers, if you have ten Fusion Marketing partners all with 1,000 customers, you now have exposed your marketing message to 10,000 potential customers. And the best part, it didn’t cost you a penny more.

Find other businesses, which are not direct competitors, whose customers and prospects match your target market. Then find ways to piggyback on each others marketing.

The marketers, who use their imagination and “out-of-the-box thinking”, will be the winners when it comes to Fusion Marketing.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Viral Marketing

What could be better than having your prospects and customers spreading word of mouth marketing about you and at no cost? Welcome to “Viral Marketing”. Viral marketing is spreading word-of-mouth about you electronically through emails. Just like when someone who is sick sneezes and infect people around them, and then these people infect others, viral marketing works on the same principle.

The classic example was Hotmail. As subscribers sent emails to their family and friends, there was a simple message on each email, “Get Your Own Free Hotmail Account”. Hotmail was the fastest growing subscriber base company in history.

Key Question: How can you utilize and benefit from “Viral Marketing”?

What could you use in your marketing that prospects and customers would want to send to their family, friends, and co-workers?

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Word of Mouth

“Ask yourself, ‘Who else do my prospects patronize?’ A local restaurant asked themselves this question, and came up with the answer, ‘Beauty Salons’. So they offered two free dinners to all the salon owners within a two-mile radius of their restaurant. The salon owners took advantage of the free dinners, sampled the food and loved it. They during their “Moment of Maximum Satisfaction” talked up the restaurant and their food to all of their clients. Soon, there was a line outside the door of the restaurant waiting to be seated.”

-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Response

“Time is not money, though you probably have lived your whole live believing the contrary. If you run out of money, there are more ways to scrounge up more. If you run out of time – well, that’s all she wrote. People do not like to wait, whether it’s on the phone, at your website, in your office, in their office, or when dealing with you in any way. They know that time is not money, so save them time and you will see the results in your bottom-line.”
-Jay Conrad Levinson

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

Guerrilla Telemarketing Tips

1. Use the name of the person your calling.
2. Use a conversational approach to build rapport.3. Use either a “verbatim” script or an “idea” script…but use a script - don’t “wing”.
4. Make sure you are talking to the right person…just don’t assume they are the decision maker.
5. Just like advertising, use a “headline” statement or question, to grab their attention.
6. Ask questions to determine their needs and wants.
7. Concentrate your presentation on what you can do to solve their problems or fulfill their needs.
8. Make them an “Offer” that hits them emotionally.
9. Close with a “call to action”- a sale, a follow-up call or in-person appointment.
10. Key Point: Make sure you use either a “verbatim” script or “idea” script – “don’t wing it”.

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com