Guerrilla Selling for Westwood College Orvel Ray Wilson, CSP Sr. Partner THE GUERRILLA GROUP inc Presented by:

Orvel Ray Wilson, CSP

Sr. Partner

THE GUERRILLA GROUP inc

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It’s a Jungle Out There! Economic Uncertainty

Economic Uncertainty

It’s a Jungle Out There! Economic Uncertainty Ruthless Competition

Economic Uncertainty

Ruthless Competition

It’s a Jungle Out There! Economic Uncertainty Ruthless Competition Customer Expectations

Economic Uncertainty

Ruthless Competition

Customer Expectations

It’s a Jungle Out There! Economic Uncertainty Ruthless Competition Customer Expectations Have to work harder and smarter

Economic Uncertainty

Ruthless Competition

Customer Expectations

Have to work harder and smarter

You Are Here

What do we Mean by “Guerrilla”?

The most successful marketing series in history:

Relate This to Your “Market” Potential Corporate Partners Potential Employers Potential Students Action Ideas How can you get more mindshare? How are you going to advance the relationship?

Potential Corporate Partners

Potential Employers

Potential Students

Action Ideas

How can you get more mindshare?

How are you going to advance the relationship?

What Is Guerrilla Selling? Instead of brute force, use. . .

Time Maximize Contact Time Call a Friend First The Golden Selling Hour

Maximize Contact Time

Call a Friend First

The Golden Selling Hour

Energy Eat Right Protect your “Prime Time” 20 Minutes a Day Reward Yourself

Eat Right

Protect your “Prime Time”

20 Minutes a Day

Reward Yourself

Imagination Think Big Think Small Visualize Success Idea-of-the-Week Book

Think Big

Think Small

Visualize Success

Idea-of-the-Week Book

“ Never, ever, think outside the box.”

The Guerrilla’s Secret Weapons Information Surprise

Information

Surprise

The Guerrilla’s Secret Weapons (cont...) Information Use your Internal Network Brochure or Annual Report Go On-line “ Mystery Shop” them

Information

Use your Internal Network

Brochure or Annual Report

Go On-line

“ Mystery Shop” them

The Guerrilla’s Secret Weapons (cont..) Surprise Do the Unexpected Tell the Truth Personalize Everything

Surprise

Do the Unexpected

Tell the Truth

Personalize Everything

The Journal “ Have you seen the latest issue of the ’Journal’? It’s all ‘Orvel Wilson’ this, and ‘Orvel Wilson’ that and nothing about us.” Orvel Ray Wilson The Guerrilla Group 34316 Gap Road Golden, CO 80403

“ Have you seen the latest issue of the ’Journal’? It’s all ‘Orvel Wilson’ this, and ‘Orvel Wilson’ that and nothing about us.”

Desire Interest Conviction Attention Action

Getting Up to Bat: Attention Most Frequent Cause of Failure: No time devoted to prospecting. Schedule time to seek out new opportunities.

Most Frequent Cause of Failure: No time devoted to prospecting.

Schedule time to seek out new opportunities.

Then a miracle occurs “ I think you should be more explicit here in Step 2.”

Guerrilla Prospecting: Who are YOUR best prospects? “ Head Pin” Accounts Who’s on your “Hit List?”

Who are YOUR best prospects?

“ Head Pin” Accounts

Who’s on your “Hit List?”

17 Ways to Get Dialing Clear the deck Swallow a frog Record yourself Get a coach Visualize success Expect the sale

Clear the deck

Swallow a frog

Record yourself

Get a coach

Visualize success

Expect the sale

17 Ways to Get Dialing Call a friend first Call early, call late “This is a cold call…” FYI three step Make it a contest Research a Special Report

Call a friend first

Call early, call late

“This is a cold call…”

FYI three step

Make it a contest

Research a Special Report

17 Ways to Get Dialing Go on assignment The big news Blitz ’em One more stop Reward yourself Bonus - Tag Team

Go on assignment

The big news

Blitz ’em

One more stop

Reward yourself

Bonus - Tag Team

What’s Your “Elevator Pitch”? “We help people who __________ accomplish __________________ by providing _________________”

“We help people who __________

accomplish __________________

by providing _________________”

Westwood Key Messaging: Degree in x years Career-focused Learn by doing Instructors are working professionals Small class sizes Flexible class schedules Multiple Locations Accreditation

Degree in x years

Career-focused

Learn by doing

Instructors are working professionals

Small class sizes

Flexible class schedules

Multiple Locations

Accreditation

Guerrilla Networking People do business with others that they know , like and trust Networking is 1 % about you and 99 % about them.

People do business with others that they know , like and trust

Networking is 1 % about you and 99 % about them.

Guerrilla Networking Set clear goals Be prepared Start small Follow your passions Check out as many groups as possible

Set clear goals

Be prepared

Start small

Follow your passions

Check out as many groups as possible

Guerrilla Networking Be yourself Articulate what you need Get involved Ask for introductions

Be yourself

Articulate what you need

Get involved

Ask for introductions

TSA National Tour: Chicago September 18 Wash DC October 23 Atlanta November 6 Los Angeles November 13 Dallas November 20

Chicago September 18

Wash DC October 23

Atlanta November 6

Los Angeles November 13

Dallas November 20

Guerrilla Networking Be generous Follow up promptly Use social-networking platforms to build a following

Be generous

Follow up promptly

Use social-networking platforms to build a following

10 Networking Questions: How did you get started in the “widget” business. What do you enjoy most about your profession? What separates you and your company from the competition?

How did you get started in the “widget” business.

What do you enjoy most about your profession?

What separates you and your company from the competition?

10 Networking Questions: What one thing would you do if you knew you could not fail? What significant changes have you seen take place in your profession through the years? What do you see as coming trends in the “widget” business?

What one thing would you do if you knew you could not fail?

What significant changes have you seen take place in your profession through the years?

What do you see as coming trends in the “widget” business?

10 Networking Questions: Describe the strangest or funniest incident you’ve experienced in your business. What have you found to be the most effective ways to promote your business?

Describe the strangest or funniest incident you’ve experienced in your business.

What have you found to be the most effective ways to promote your business?

10 Networking Questions: What one sentence would you like others to use in describing the way you do business? How would I know if someone I met might be a good prospect for you?

What one sentence would you like others to use in describing the way you do business?

How would I know if someone I met might be a good prospect for you?

Guerrilla Networking You normally will only have time to ask two or three of these Use extender questions: “ Really? Tell me more.” Use the echo technique “ We really needed to expand.” “ You needed to expand?”

You normally will only have time to ask two or three of these

Use extender questions:

“ Really? Tell me more.”

Use the echo technique

“ We really needed to expand.”

“ You needed to expand?”

The Cold Call What drives prospects nuts?

What drives prospects nuts?

The Cold Call “Hello, My name is____, calling from _____ in __________” “I was wondering if you could help me with some information?” “Who’s responsible for…” “The reason I ask is because . . .”

“Hello, My name is____, calling from _____ in __________”

“I was wondering if you could help me with some information?”

“Who’s responsible for…”

“The reason I ask is because . . .”

Brussels Sprouts

The Cold Call “What would be the best time for me to reach __________?” “I have some material I’d like to direct to her attention; how should I address it?”

“What would be the best time for me to reach __________?”

“I have some material I’d like to direct to her attention; how should I address it?”

Getting Through V-Mail State your Business Good News Incomplete Message Make an Appointment Step One

State your Business

Good News

Incomplete Message

Make an Appointment

Step One

Getting Through V-Mail “Where can I reach them today?” Follow-up with an e-mail Next to the last thing to leave Your Number The last thing they should hear: Their Name

“Where can I reach them today?”

Follow-up with an e-mail

Next to the last thing to leave Your Number

The last thing they should hear: Their Name

Your Outbound Recording: Never a Busy Signal Answer Common Questions Narrow, Deep Menus Change Outbound Recording Screening Cycle Include Alternate Access

Never a Busy Signal

Answer Common Questions

Narrow, Deep Menus

Change Outbound Recording

Screening Cycle

Include Alternate Access

Getting Your Call Returned “I’m Calling from the Airplane…” You’re Getting an Award! Disregard That Missing Persons Let’s Make a Deal Who You’re Not

“I’m Calling from the Airplane…”

You’re Getting an Award!

Disregard That

Missing Persons

Let’s Make a Deal

Who You’re Not

Getting Your Call Returned “I’m Just Doing My Job” “I’m Not Hanging Up!” Persistent or Pest? Speed Dialer Find a Minute

“I’m Just Doing My Job”

“I’m Not Hanging Up!”

Persistent or Pest?

Speed Dialer

Find a Minute

Getting Your Call Returned Empire State Building Subpoena Balloons Kiddy Call Happy Birthday!

Empire State Building

Subpoena

Balloons

Kiddy Call

Happy Birthday!

Fax a Checklist: I’ve got enough rubbish already. I don’t work here anymore. I’m not interested. I’m out of town. I’m sorry. I’ll call you! I’m working against a deadline. Call after _______. I’ve lost your other message. Call me. If it takes less than 5 minutes, call now. This is a power play. Beg some more. You’re a jerk. Go away!

I’ve got enough rubbish already.

I don’t work here anymore.

I’m not interested.

I’m out of town.

I’m sorry. I’ll call you!

I’m working against a deadline. Call after _______.

I’ve lost your other message. Call me.

If it takes less than 5 minutes, call now.

This is a power play. Beg some more.

You’re a jerk. Go away!

Don’t Quit 48 % quit after the first contact 20 % quit after the second contact 7 % quit after the third contact 5 % quit after the fourth contact 4 % quit after the fifth contact Yet 80 % close AFTER the sixth contact

48 % quit after the first contact

20 % quit after the second contact

7 % quit after the third contact

5 % quit after the fourth contact

4 % quit after the fifth contact

Yet 80 % close AFTER the sixth contact

Guerrilla Prospecting Do they dis -qualify? Do they have. . . 1) a need . 2) a budget . 3) the authority to make a commitment. 4) and a motivation to act now ?

Do they dis -qualify? Do they have. . .

1) a need .

2) a budget .

3) the authority to make a commitment.

4) and a motivation to act now ?

You Should Have Called Sooner “ You really should have called me sooner.”

Connect QUICK Qualify Determine what your contact does or is responsible for

Qualify

Determine what your contact does or is responsible for

Connect QUICK Understand Why are they at this event? What are they looking for? What problems do they want to solve? What do they really need? What do they really want?

Understand

Why are they at this event?

What are they looking for?

What problems do they want to solve?

What do they really need?

What do they really want?

Connect QUICK Identify How you can help? Who else is involved? If you identify that can’t help them, that’s good, too.

Identify

How you can help?

Who else is involved?

If you identify that can’t help them, that’s good, too.

Connect QUICK Commit Decide what to do next — send an information packet, set up a meeting, schedule an interview, or — nothing! This step lets your visitor commit to the next step of the process.

Commit

Decide what to do next — send an information packet, set up a meeting, schedule an interview, or — nothing!

This step lets your visitor commit to the next step of the process.

Connect QUICK Kick ’em out! Restate your plan Shake your visitor’s hand Thank them for stopping by Free yourself to meet your next visitor

Kick ’em out!

Restate your plan

Shake your visitor’s hand

Thank them for stopping by

Free yourself to meet your next visitor

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Getting Behind the Lines* Gatekeeper Does not have the authority to say “ yes ” and is trained to say “ no .” Treat Them with Deference and Respect Ask for help * Miller Heiman – Strategic Selling

Gatekeeper

Does not have the authority to say “ yes ” and is trained to say “ no .”

Treat Them with Deference and Respect

Ask for help

Getting Behind the Lines Influencer Evaluates from a technical or financial point of view. Ask, “Who else, besides yourself. . .?” Seek Their Counsel

Influencer

Evaluates from a technical or financial point of view.

Ask, “Who else, besides yourself. . .?”

Seek Their Counsel

Getting Behind the Lines Purchaser Releases the funds . Keep Something in Reserve Never Concede Anything Without Asking for Something, Anything, in Return

Purchaser

Releases the funds .

Keep Something in Reserve

Never Concede Anything Without Asking for Something, Anything, in Return

Getting Behind the Lines Decider Can say “ no ,” even if everyone else says “ yes .” The Last Person You Want to See. Give Them Something to Say “Yes” to

Decider

Can say “ no ,” even if everyone else says “ yes .”

The Last Person You Want to See.

Give Them Something to Say “Yes” to

Getting Behind the Lines Users Have to live with the decision over time. 20 Pizzas

Users

Have to live with the decision over time.

20 Pizzas

Getting Behind the Lines Spy Someone who, for reasons of their own, wants to see you succeed . Recruit at Least One Don’t Waste a Lunch

Spy

Someone who, for reasons of their own, wants to see you succeed .

Recruit at Least One

Don’t Waste a Lunch

Getting Behind the Lines Saboteur Someone who, for reasons of their own, wants to see you fail . Forewarned is forearmed Time Bomb

Saboteur

Someone who, for reasons of their own, wants to see you fail .

Forewarned is forearmed

Time Bomb

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Interest Attention Rapport & Trust

First Base: Interest People especially Things especially Ideas especially

People

especially

Things

especially

Ideas

especially

Tractor

The Iceberg Principle 10% 90%

The Iceberg Principle 10% 90%

The Iceberg Principle Problems? Resources Available? Other Options Being Considered? Uncover at Least One Concern

Problems?

Resources Available?

Other Options Being Considered?

Uncover at Least One Concern

Listening Actively Maintain Eye Contact Use Verbal Attends: Use Non-verbal Attends: Take Visible Notes Ask for Clarification Accidental Touch Ask “Who, What, When, Where, How?” Don’t Ask “ Why ”

Maintain Eye Contact

Use Verbal Attends:

Use Non-verbal Attends:

Take Visible Notes

Ask for Clarification

Accidental Touch

Ask “Who, What, When, Where, How?”

Don’t Ask “ Why ”

Me I We

Criteria Words Objective Criteria Subjective Criteria

Objective Criteria

Subjective Criteria

“ I’d like to see something in a watch. I want one with hands that point and twelve numbers that I can recognize.”

Interest Conviction Attention Rapport & Trust Proof

Selling The Total Product Generic Augmented Expected Potential

Generic

Augmented

Expected

Potential

How to Answer Any Objection Feel Felt Found The Reverse The Preemptive Strike

Feel Felt Found

The Reverse

The Preemptive Strike

List Your Top 10 Objections

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Desire Interest Conviction Attention Rapport & Trust Proof Want

Third Base: Desire Emotion puts the motion in motivation Evoke the right emotional triggers by communicating in the style they prefer.

Emotion puts the motion in motivation

Evoke the right emotional triggers by communicating in the style they prefer.

Adapting to Communication Styles

Level of Initiative Reactive Proactive

Reactive

Proactive

Communicate Reactive Advise, coach spell it out Proactive Everything is their idea

Reactive

Advise, coach spell it out

Proactive

Everything is their idea

Persuade Reactive Give them something to react to. Proactive Give them some place to start now.

Reactive

Give them something to react to.

Proactive

Give them some place to start now.

Motivate Reactive Push gently and involve others Proactive Take action and expedite everything

Reactive

Push gently and involve others

Proactive

Take action and expedite everything

Organization of Tasks Procedures Options 1 2 3

Procedures

Options

Communicate Procedures Stay on track, numerate your steps Options Listen Carefully, Be flexible, follow their lead

Procedures

Stay on track, numerate your steps

Options

Listen Carefully,

Be flexible, follow their lead

Persuade Procedures Lead to single, logical choice Options Present your solution as the BEST of several alternatives

Procedures

Lead to single, logical choice

Options

Present your solution as the BEST of several alternatives

Motivate Procedures Set up a structure, a routine, with regular cycle times Options Offer an array of options and ask them to choose

Procedures

Set up a structure, a routine, with regular cycle times

Options

Offer an array of options and ask them to choose

Locus of Motivation External Internal

External

Internal

Communicate External Offer opinions, suggestions, testimonials, documentation, references Internal Ask questions, listen actively. Let them do the talking

External

Offer opinions, suggestions, testimonials, documentation, references

Internal

Ask questions, listen actively. Let them do the talking

Persuade External Appeal to what others think Internal Ask for advice

External

Appeal to what

others think

Internal

Ask for advice

Motivate External Awards, public recognition Internal Align with personal vision

External

Awards,

public

recognition

Internal

Align with

personal vision

Desire Interest Conviction Attention Action Rapport & Trust Proof Want Commitment

Home Plate: Action Control the Initiative: Who’s got the ball? Just Do It! Fill in the paperwork “I need. . .”

Control the Initiative:

Who’s got the ball?

Just Do It!

Fill in the paperwork

“I need. . .”

Securing Their Commitment “Who else, besides yourself , will be involved in making the decision?” “Can you describe the recruiting process at your firm for me, in general terms?” “What steps will we have to take to get this accomplished?”

“Who else, besides yourself , will be involved in making the decision?”

“Can you describe the recruiting process at your firm for me, in general terms?”

“What steps will we have to take to get this accomplished?”

Securing Their Commitment “What do you see as the next step ?” “Are you working against a particular deadline ? “How soon would you like to start?” “When should we get together to discuss this again ?”

“What do you see as the next step ?”

“Are you working against a particular deadline ?

“How soon would you like to start?”

“When should we get together to discuss this again ?”

Your Marching Orders “I don’t know what your destiny will be, but one thing I do know: the only ones among you who will be really happy are those who have sought and found how to serve.” Albert Schweitzer

“I don’t know what your destiny will be, but one thing I do know: the only ones among you who will be really happy are those who have sought and found how to serve.” Albert Schweitzer

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Cue Early AM Attitude

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