"Once you've launched your Guerrilla Marketing Plan, keep track of which weapons are hitting your target and which are missing. Merely knowing can double the effectiveness of your marketing budget." -Jay Conrad Levinson
“Traditional marketing has always been ‘me’ marketing. Visit almost any website and you’ll see ‘About our company’, ‘About our history’, ‘About our product’, ‘About our management’. But people don’t care about you. Me marketing makes them sleepy. That’s why Guerrillas always practice ‘you’ marketing, in which every word and every idea is about the customer, or the visitor to a website. Don’t take this personally, but people simply do not care about your company. What they care about is themselves. And if you can talk to them about themselves, you’ll have their full attention.” -Jay Conrad Levinson, Guerrilla Marketing
Is “Referral Marketing” one of your Guerrilla Marketing Weapons? If it isn’t, maybe it should be. Referral marketing is especially good if cold calling is not one of your favor activities. A gatekeeper is much nicer to you and more receptive to your request when you can call and say, “This is Dale Richardson, Is Mr. Smith in? Jim Jones asked me to call him.” Also, don’t forget to call or write and thank the person who gave you the referral.
When prospecting, don’t sell. Your objective when prospecting, is finding potential customers with interest in your product or service, and then getting an appointment with them to begin the selling process. When prospecting, ask a few qualifying questions to make sure they have some need or interest in your product or service and that they are the decision maker. Then go for the appointment. This strategy not only takes the pressure off the prospect, it takes the pressure off you.
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.
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.
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.
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.
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?
“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
“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.”
“Not all marketing tactics are created equal. A simple tracking plan that is carefully monitored can help you save money, time and effort in your marketing. Your tracking plan will reveal which ones are superstars and which ones are duds. You then can spend more of your budget, time and energy on the marketing tactics that are working and eliminate those that are not working.”
“Your credibility is something you earn by doing the right thing. Your reputation is something you get by continually doing the right thing over a long period of time. Just like credibility, your reputation isn’t’ something you can pay for. You have to earn it. And it takes time to earn it. Not one business that you frequent had your confidence before you starting going there. They had to do many good things over and over again just to begin earning a good reputation. All guerrillas know that the number one factor in determing where and with whom people do business is confidence in that business. And a top-rate reputation helps build that confidence.”
“There aren’t many shortcuts to credibility, but your commitment to your guerrilla marketing plan is one of the biggest contributors of all. And commitment doesn’t cost any money. When people see that you’re truly interested in them, they will believe in you. When people believe in you, you have won credibility in their minds.”
“Neatness is hardly something you’d expect to learn about in marketing.Neatness proves that you care, that you take your business seriously. When I’m talking about neatness, I’m talking about not just your person, but also your office, your store, your car, your signs, your correspondence, and your workspace. They are all part of your marketing.”
-Jay Conrad Levinson
If you are sloppy in any area…prospects tend to believe that you will be sloppy in other areas. Any they don’t want sloppy “Quality” or sloppy “Service”.
“People who call your business should be able to sense the “Smile” in the voice of the person answering the phone. They should be treated graciously and made to feel important, as they are. Callers should be made to believe that they are right – even if they’re wrong. Every phone call is a golden opportunity for you to intensify your relationship with the prospect or customer.”
“Guerrilla Marketing is a collection of methods, weapons, and strategies you can apply today to more effectively compete with large companies in business warfare. Where they have huge marketing budgets you will be using your time, energy, imagination and your knowledge. You will use your time effectively combined with low cost or no cost marketing."
"The goal of Guerrilla Marketing is to achieve the greatest amount of profits with the least investment possible.”
Digital Ebooks contain useful information that people will find interesting and informing. They have more than just a Perceived Value, they have Real Value. They are similar to the books you buy from Amazon or Borders, but they are read on your computer.
It would be nice to give All your Clients and Prospects a ten dollar hardback book as a gift every month or two. But the cost would be prohibitive.
This is where Digital Viral Ebooks come in. Now you can give All your Clients and Customers, All your Prospects and even All your Suspects a book for the same Value but not the same Cost.
Utilizing These 3 Marketing Strategies with Your Personalized Digital Ebook
Send your Digital Ebook to everyone. All your family, friends, neighbors, co workers, business associates, people you meet at networking events, and everyone you meet. Send it to your current customers, your past customers, and all your prospects.
When you do this you are utilizing the 3 Marketing Strategies above:
You are giving a "Freeminum", with Real Value.
When you send your Digital Ebook to everyone, you are utilizing the concepts of "The Rule of 7" and the "Top of Consciousness Concept". When they open it, they think of you.
The Ebook has real value and is something they can pass on for others to read. When someone passes the book on or forwards it to everyone in their address book, this is "Viral Marketing".
Remember Girard "Rule of 250". If the average person knows about 250 people, and you send the book out to all your customers, prospects, family, friends, business associates, etc., how many people will potentially see your business card and have an opportunity to click on to your website? You do the math.
What is Viral Marketing? Viral Marketing is based on the analogy of how a virus is spread. One person "sneezes" or gives the virus to people they come in contact with. Those people "sneeze" on people they are around, etc. This is how one person can spread the virus to hundreds or thousands of people.
Viral Marketing is the same concept (but healthier). Just like those jokes or videos that are sent to one person, who sends it to everyone in their address book and then they all send it to everybody in their address book. You soon have thousands of people who read the joke or viewed the video.
It’s very similar to the business concept of Network Marketing. The reason it is very successful is that to have 1,000 people in your organization, you don’t have to personally go out and contact all 1,000 people. The concept of Network Marketing is that you share the business with 5 people. Each of them share the business with 5 people and now you have 25 people in your organization. Those 25 share it with 5 each and now you have 125. And it just keeps going, all based on the 5 you contacted.
*Joe Girard’s Rule of 250. Girard says that everyone knows about 250 people. How he figured this out was that he was talking to a wedding catererwho stated that the average wedding has 200-300 guests. He then was talking to a funeral director who told him that he orders 250 prayer cards for most funerals. All of his research showed that the average person knows 250 people.
Marketing is every bit of contact your company has with anyone in the outside world.
Marketing includes; the Name of your Business, the determination of whether you will be selling a product or a service; the method of manufacture or servicing; the color, size, and shape of your product; the packaging; the location of your business; the advertising, public relations, Web site, branding, e-mail signature, voicemail on your machine, and sales presentation; the telephone inquiries; the sales training; the problem solving; the growth plan and the referral plan; and the people who represent you, you and your follow-up.
Marketing includes your idea for your brand, your service, your attitude, and the passion you bring to your business.
Marketing is a complex process.
Every little thing you do, show and say-not only your advertising on your Web site-is going to affect people's perceptions of you.
This is not going to happen in a flash. Not in a month, or maybe not even in a year.
It is crucial for you to know that marketing is a process and not an event. And the process has no ending.
tags: guerrilla marketing, guerrilla marketing coach, guerrilla sales, marketing, lead generation, small business, entrepreneur, prospecting, certified guerrilla marketing coach, guerrilla marketing coaching, marketing, sales, selling, Drcop Marketing, Bensalem Pa, Business Cards, guerilla marketing tactics, viral marketing strategies, guerilla marketing, marketing plan, Guerrilla sales tactics, Guerrilla marketing ideas, Guerrilla Marketing online, Business Networking, Marketing for small businesses, Small business marketing, Marketing for the Entrepreneur, New business marketing, Start-up business marketing, business books, Business coaching, marketing toolkit, Home Based Business, Guerrilla Marketing Workshops, Guerrilla Marketing Training, Attract More Clients
Contact Us
Drcop Marketing 2457 Ginger Court,
Bensalem, Pa 19020
