The average business invest only“4%” of their gross revenues in marketing their business and use only two or three strategies or tactics to market their business. This might be the reason the average business doesn't make it to the five year mark. Do you want to be average? Guerrilla Marketing companies are not average. They are aggressive in their marketing and they know that marketing is not something you should do or something to do when business is slow. Guerrilla businesses market their business everyday. They utilize as many Guerrilla Marketing Weapons as they can use effectively. Guerrilla companies practice the concept of “Plan-Do-Review”. They measure and track every marketing strategy and tactic and constantly work on their “ABTS” (Attitudes, Behaviors, Tactics, and Strategies).
Guerrilla Marketing Imagination is not ability to dream up glitzy or unusual graphics and ads. Guerrilla Marketing Imagination is the ability to “think outside of the box” with ways to market your business, that other companies are not doing. One of the biggest marketing problems that companies have is “me-to marketing”. No matter what business you look at, most of the time they will market their business the exact same way, using the same one or two marketing strategies that every other business in their industry uses to market their business. Guerrilla Marketing gives us over “100 Guerrilla Marketing Weapons” to utilize in our marketing attack. At the very minimal you need to have “10” different Guerrilla Marketing Weapons included in your Guerrilla Marketing Plan and Calendar.
Guerrilla Marketing teaches us that on average, a suspect, someone who does not know you or your product or service, must be exposed to your marketing message nine times before they will become a customer. But…the challenge is; only one out of three exposures to your marketing messages gets through or penetrates a persons mind. So now we know that person needs twenty-seven exposures to your marketing message to finally become a customer. So the secret of Guerrilla Marketing success is “Patience”.
Have you ever noticed that most companies and salespeople in an industry tend to act alike and sound alike? They not only offer the same product or service, but they offer the same features and benefits, the same marketing method, and even the same sales presentation. This is probability because as industries grew, people left their current company to start their own company selling the same product or service. Of course they only know what they were taught in their old company, so that’s what they do to sell and marketing their new company. It’s a vicious cycle.
First of all, to be successful you must have a process in place to constantly research what your competition is doing. You need to know everything you can about your competition and your industry. Second, you must find a way to stand out from everyone else. With over 100 Guerrilla Marketing Weapons available, you don’t have to depend on the same one or two marketing strategies that everyone else is using. You should have a minimum of ten Guerrilla Marketing Weapons in your marketing plan that you are working on a consistent basis.
Are you selling “all or nothing”? Many times in larger sales situations, prospects hesitate to make that big commitment of buying your product or service, especially if it means a complete change of vendors. They might not be completely satisfied with their current supplier, but at least they know what they have now. If they replace their current vendor with you, an unknown, they worry that you will turn out to be worst than what they have now. Plus, this could have an adverse effect on your prospect’s job, or future advancement, if they are the one responsible for making a bad decision.
To earn your prospect’s trust and have an opportunity for this account, is there some smaller piece of business that you could sell your prospect on, that would allow you to continue your relationship with the prospect, and also show them that you that you will be a better choice than their current vendor. Maybe it’s one product line, or one division or unit. What ever it is, you have the opportunity to build the relationship and showcase what you can do, while relieving some of the decision making pressure from the prospect.
How do you handle a request from a client or prospect for those extra things that are not part of the normally course of doing business? Do you quickly respond, “No Problem”? You might be hurting yourself if you do. When you do those extra “free” things for your prospects or customers, you are doing them to help build your relationship and reciprocity so they will hopefully buy from you or keep buying from you. But when you say, “No problem”, you are missing the opportunity to build some ‘Emotional I.O.U’s”.
You build “Emotional I.O.U’s by letting the prospect or customer know that you are going out of your way or above the call of duty for them. There is a psychological principle that when someone does something for you, you feel the obligation to do something for them. But if they think what you are doing for them is “no problem”, this principle doesn’t kick in. They need to know that what you are doing is extra effort on your part, and that you are going that extra mile for them. Now, the principle kicks in and you have an “Emotional I.O.U” with your prospect or customer that you would never have if you had said, “No Problem”.
Have you ever been told “what you should do” or “what’s best for you”? How did you respond? You probably resisted. This is human nature. We do not like to be told, what to do or how to act. In sales, when you start telling prospects what they need or what’s best for them, this psychological principle is working against you.
Instead of telling, start asking the right questions that leads your prospect to discover what’s best for them (your product or service). In addition to good probing questions, use the strategy of “third-party” stories. Stories of people just like them, with the same problem or issue and how your product or service solved their problem. Your prospect can put themselves into the stories and relate how they have a similar situation and come to the conclusion that if they want the same result, they need your product or service.
If you are looking to increase your sales, you have two options. One, increase your numbers. For example, if you are making 50-calls per month, increase it to 60-calls per month. If you close one out of 10, then instead of closing 5-sales a month, you would close 6-sales per month. This is working harder.
The second option, working smarter, is to improve your skills, behaviors and techniques. If you could improve your closing ratio from “1 out of 10” to “2 out of 10”, then when you make 50-calls you would close 10-sales per month.
An accountability coach will train and coach you, to improve your skills, behaviors and techniques to work smarter…not harder.
Do you “Tell & Sell” –“Show Up and Throw Up” all your knowledge on your prospects? If you do, you are a “Vendor”, and you’re just like every other vendor/supplier/competitor that is selling to your prospects. (And you wonder why price is always an issue.)
On the other hand, if your sales process is focused on the prospect, if it is conversational, and you ask questions to help understand your prospects and their issues, then you are an “Advisor”. And what’s the word that we often hear with the word advisor? How about, “Trusted “Advisor.
People buy from people they, like, feel comfortable with and they “trust”. So become a trusted “Advisor” and standout from the competition.
Is there a question or objection that you hope your prospect won’t bring up. Maybe it’s a recurring problem with your product or service. The best technique is to avoid the stress and bring it up, “defuse it”, before your prospect does. Handle it up front. If it’s going to be a deal breaker, wouldn’t you rather know now than after you spent the time and energy on your whole presentation and then having it come up? When you bring up the problem or issue upfront, you will not only look more credible to your prospect…selling will be a lot less stressful for you.
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