Guerrilla Selling 1-day custom seminar for Pharos Marine Automatic Power

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"Guerrilla Selling" custom 1-day seminar for Pharos Marine Automatic Power International Sales Forum, January 17, 2014. Presented by Orvel Ray Wilson, CSP.

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Guerrilla Selling 1-day custom seminar for Pharos Marine Automatic Power

  1. 1. GUERRILLA SELLING Guerrilla Selling - How to NaB & CaPTuRe More Customers Orvel Ray Wilson, CSP Sr. Partner THE GUERRILLA GROUPinc ! Google me Presented by: THE GUERRILLA GROUP
  2. 2. It’s a jungle out there!
  3. 3. “Thank you, Scott. We get the picture.”
  4. 4. GUERRILLA SELLING What is “Guerrilla Selling”? THE GUERRILLA GROUP
  5. 5. Jay Conrad Levinson 1933 - 2013
  6. 6. GUERRILLA SELLING The most successful marketing series in history: THE GUERRILLA GROUP
  7. 7. GUERRILLA SELLING Time ●4 to 1 ●Golden ●Don’t ●One Selling Hour waste a lunch more stop THE GUERRILLA GROUP
  8. 8. GUERRILLA SELLING Energy –Eat Right –20 Minutes a Day –Time Out –Reward Yourself “…and thank you Jesus for my wonderful job.” THE GUERRILLA GROUP
  9. 9. GUERRILLA SELLING Imagination ●Think Big ●Think Small ●Visualize Success “Imagination is more important than ●Idea-of-the-Week Book -- Albert Einstein intelligence.” THE GUERRILLA GROUP
  10. 10. “Never, ever, think outside the box.”
  11. 11. GUERRILLA SELLING If you’re going to be texting: Twitter Handle Hashtag I’m in Houston listening to @OrvelRay Wilson speak about #Guerrilla Selling and it’s excellent! THE GUERRILLA GROUP
  12. 12. GUERRILLA SELLING Leverage is Created Four Ways: ● You work ● People work ● Money works ● Ideas work THE GUERRILLA GROUP
  13. 13. GUERRILLA SELLING The Guerrilla’s Secret Weapons ● Information ● Surprise THE GUERRILLA GROUP
  14. 14. If this is the Information Age, how come nobody knows anything?”
  15. 15. GUERRILLA SELLING 10 Guerrilla Strategies to Increase Your Sales Immediately THE GUERRILLA GROUP
  16. 16. GUERRILLA SELLING 1. Investment ●The Law of The Slight Edge: 
 “The difference between a champion and an also-ran, more often than not, is a very slim margin.” THE GUERRILLA GROUP
  17. 17. GUERRILLA SELLING 1. Investment ● People ● Technology ● Yourself ● Community THE GUERRILLA GROUP
  18. 18. GUERRILLA SELLING Invest in People ● Hire first for Attitude –“Help Wanted” –Jack Welsh 20/70/10 ● Train Constantly ● Resource Center ● Outside Expertise THE GUERRILLA GROUP
  19. 19. GUERRILLA SELLING Invest in Technology 4 Big Trends Affecting Sales: 1. Tablets 2. Mobile; growing at 2X per year 3. Big Data 4. Social Media THE GUERRILLA GROUP
  20. 20. GUERRILLA SELLING Invest in Yourself ●Read the trades ●Master ●Get Mind an accountability coach ●Build your library. THE GUERRILLA GROUP
  21. 21. GUERRILLA SELLING Guerrilla Selling 2.0 - 20th Anniversary Edition THE GUERRILLA GROUP
  22. 22. GUERRILLA SELLING Invest in your Community ● IALA –Intl. Assn. of Lighthouse Authorities ● NOMADS –Natl. Oil Equipment Mfgrs. and Delegates Society ● AWEA –American Wind Energy Association THE GUERRILLA GROUP
  23. 23. GUERRILLA SELLING 2. Consistent ● “Poor selling done consistently will be more effective than great selling done sporadically.” ● Consistency is interpreted as longevity, credibility, and trust. THE GUERRILLA GROUP
  24. 24. GUERRILLA SELLING Why Customers Quit: 15% quit for quality - found a better product 15% quit for price - found a cheaper product 20% quit for lack of contact or individual attention 49% quit because contact was poor and inconsistent. Forum Corporation study of commercial customers
 lost by 14 major manufacturing and service companies. THE GUERRILLA GROUP
  25. 25. “He’s on another line at the moment, would you like to hold?”
  26. 26. GUERRILLA SELLING Image vs. Identity THE GUERRILLA GROUP
  27. 27. “I’ll tell you why I don’t trust him. 
 It’s that damn sheepskin vest.”
  28. 28. GUERRILLA SELLING 3. Confident ● “Guerrillas believe in their products and their people.” THE GUERRILLA GROUP
  29. 29. GUERRILLA SELLING Why Customers Buy: Confidence Quality Service Selection Price THE GUERRILLA GROUP
  30. 30. GUERRILLA SELLING Why Customers Buy: 1. Confidence 2. Quality 3. Service 4. Selection 5. Price THE GUERRILLA GROUP
  31. 31. GUERRILLA SELLING 3. Confident ● Expect the Sale –500 hours @ $75 to prepare a Proposal ● Collect Testimonials ● Defend your prices and margins. –Engineering, Drafting and Documentation THE GUERRILLA GROUP
  32. 32. “How did I go broke? I was the low bid!”
  33. 33. GUERRILLA SELLING 3. Confident ● Guarantee Everything –No longer a differentiator –Sunshine Trash Service THE GUERRILLA GROUP
  34. 34. “Mr. Colton, 
 do we stand behind our products?”
  35. 35. GUERRILLA SELLING 4. Patient ●Fine-tuning your knowledge and skills takes time. THE GUERRILLA GROUP
  36. 36. GUERRILLA SELLING 4. Patient ● Less than 4% of sales are made on the first call,
 more than 80% are made after the eighth call. ● It takes 9 impressions to take a prospective customer from total apathy to purchase readiness.” ● It takes 11 positive impressions to overcome a single negative impression. THE GUERRILLA GROUP
  37. 37. GUERRILLA SELLING Prospect Learning Curve Purchase Readiness Total Apathy Number of Impressions THE GUERRILLA GROUP
  38. 38. GUERRILLA SELLING 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 call THE GUERRILLA GROUP
  39. 39. GUERRILLA SELLING 5. Assortment ●“The old days when Henry Ford could get by with,‘You can have any color you want - as long as it’s black,’ are long gone.” THE GUERRILLA GROUP
  40. 40. GUERRILLA SELLING Move Them Up the Curve –Fill the Curve –Show the Best First –Opportunities to Upgrade THE GUERRILLA GROUP
  41. 41. GUERRILLA SELLING Lifetime Value of a Customer $5,000 year x 3% Net = $150 per year x 5 Years = $750 THE GUERRILLA GROUP
  42. 42. GUERRILLA SELLING Lifetime Value of a Customer ● Average cost of an industrial sales call* = $1,644 ● Calls needed to close an industrial sale = 4.3 ● Average cost per sale = $7,069.20 * McGraw Hill, Laboratory of Advertising Performance Report #8051 THE GUERRILLA GROUP
  43. 43. GUERRILLA SELLING 6. Subsequent ●“Guerrillas wage their marketing campaign simultaneously on three fronts.” THE GUERRILLA GROUP
  44. 44. GUERRILLA SELLING Path of Least Resistance Customers Current New Easiest New Products Old Hard Most Profitable Some
 Profit Harder Very Hard Less Profit No Profit THE GUERRILLA GROUP
  45. 45. GUERRILLA SELLING 6. Subsequent ● “It takes 11 positive impressions to overcome a single negative impression.” –Repetition, Repetition, Repetition –You Oughta’ Be In Pictures THE GUERRILLA GROUP
  46. 46. Dear Ken, 
 
 THANK YOU 
 for the opportunity 
 to serve Pharos Marine Automatic Power. What a FASCINATING group! 
 We had a GREAT time! OrvelRay From the desk of 
 Orvel Ray Wilson 34316 Gap Road, Golden, CO 80403 800-247-9145
  47. 47. GUERRILLA SELLING Show Up “80% of sex is showing up.” -- Woody Allen THE GUERRILLA GROUP
  48. 48. René Neuman
  49. 49. GUERRILLA SELLING Show Up ● “Happy Easter” ● Park Yourself THE GUERRILLA GROUP
  50. 50. GUERRILLA SELLING 7. Convenient ● “Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” –Message in a bottle THE GUERRILLA GROUP
  51. 51. GUERRILLA SELLING MARKETING SALES & 8. Measurement ● “What you measure is what you get. Inspect what you expect.” 
 – Tom Peters “28 great years.” THE GUERRILLA GROUP THE GUERRILLA GROUP
  52. 52. Monthly Sales Performance Total Sales Volume Number of Transactions Gross Margin % Jeannie $16,550.00 25 31.1% Cindy $20,196.00 26 30.2% Kathy $24,952.00 30 29.3% Chris $19,252.00 32 32.1% Pat $22,532.00 31 34.9% Michelle $21,036.00 25 26.0% Ryan $26,382.00 19 31.0% Average $21,557.14 26.86 30.7%
  53. 53. Monthly Sales Performance Total Sales Volume Number of Transactions Gross Margin % Jeannie $16,550.00 25 31.1% Cindy $20,196.00 26 30.2% Kathy $24,952.00 30 29.3% Chris $19,252.00 32 32.1% Pat $22,532.00 31 34.9% Michelle $21,036.00 25 26.0% Ryan $26,382.00 19 31.0% Average $21,557.14 26.86 30.7%
  54. 54. Monthly Sales Performance Total Sales Volume Number of Transactions Gross Margin % Jeannie $16,550.00 25 31.1% Cindy $20,196.00 26 30.2% Kathy $24,952.00 30 29.3% Chris $19,252.00 32 32.1% Pat $22,532.00 31 34.9% Michelle $21,036.00 25 26.0% Ryan $26,382.00 19 31.0% Average $21,557.14 26.86 30.7%
  55. 55. Monthly Sales Performance Total Sales Volume Number of Transactions Gross Margin % Jeannie $16,550.00 25 31.1% Cindy $20,196.00 26 30.2% Kathy $24,952.00 30 29.3% Chris $19,252.00 32 32.1% Pat $22,532.00 31 34.9% Michelle $21,036.00 25 26.0% Ryan $26,382.00 19 31.0% Average $21,557.14 26.86 30.7%
  56. 56. GUERRILLA SELLING 9. Excitement ● A Good Word for Everyone ● Never Complain ● Greet them with a “10”. THE GUERRILLA GROUP
  57. 57. GUERRILLA SELLING 10. Commitment ●Isolate ●Put the “Trigger Event" your customers second ●Keep your promises ●Take out the slack. THE GUERRILLA GROUP
  58. 58. “Small World Machines”
  59. 59. GUERRILLA SELLING Two Words That Guide the Guerrilla to the Sale: NaB & CaPTuRe THE GUERRILLA GROUP
  60. 60. GUERRILLA SELLING NaB & CaPTuRe 1. Need 2. Budget 3. Commitment 4. Presentation 5. Transaction 6. Reward THE GUERRILLA GROUP
  61. 61. GUERRILLA SELLING Step One – The Need Stage THE GUERRILLA GROUP
  62. 62. Swiss Army Couch Swiss Army Couch
  63. 63. GUERRILLA SELLING 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. THE GUERRILLA GROUP
  64. 64. GUERRILLA SELLING Getting Behind the Lines ● Gatekeeper –Not authorized to say “yes” and trained to say “no”. THE GUERRILLA GROUP
  65. 65. GUERRILLA SELLING Getting Behind the Lines ● Influencer –Evaluating from a technical or financial point of view. THE GUERRILLA GROUP
  66. 66. GUERRILLA SELLING Getting Behind the Lines ● Purchaser –Releases the funds THE GUERRILLA GROUP
  67. 67. GUERRILLA SELLING Getting Behind the Lines ● Decider –Can say “no” even if everyone else says “yes.” THE GUERRILLA GROUP
  68. 68. GUERRILLA SELLING Getting Behind the Lines ● Users –Have to live with this decision over time. THE GUERRILLA GROUP
  69. 69. GUERRILLA SELLING Getting Behind the Lines ● Spy –Someone who, for reasons of their own, wants to see you succeed. THE GUERRILLA GROUP
  70. 70. GUERRILLA SELLING Getting Behind the Lines ● Saboteur –Someone who, for reasons of their own, wants to see you fail. THE GUERRILLA GROUP
  71. 71. GUERRILLA SELLING The Iceberg Principle THE GUERRILLA GROUP
  72. 72. GUERRILLA SELLING The Iceberg Principle ● Problems? ● Resources Available? ● Other Solutions Being Considered? ● Uncover at Least One Concern THE GUERRILLA GROUP
  73. 73. “You really should have called me sooner.”
  74. 74. GUERRILLA SELLING Five Steps in Finding Prospects: 1. Identify your ideal prospects,
 those most likely to buy from you. –Your Best Prospects are Your Competitors’ Best Customers –Match Your Demographics. THE GUERRILLA GROUP
  75. 75. GUERRILLA SELLING Five Steps in Finding Prospects: 2. Get Out in the Field –Join Their Associations –Exhibit at Trade Shows –Sell at Reverse Shows –Schedule “Virtual Coffee” over SKYPE THE GUERRILLA GROUP
  76. 76. GUERRILLA SELLING Five Steps in Finding Prospects: 3. Use an Unusual, Creative, or 
 Unexpected Approach. Send a Box Send a fork “Happy Birthday” THE GUERRILLA GROUP
  77. 77. GUERRILLA SELLING Five Steps in Finding Prospects: 4. Ask a Lot of Questions. –The 37 Magic Selling Questions* THE GUERRILLA GROUP
  78. 78. GUERRILLA SELLING The 37 Magic Selling Questions: 1. What is your main objective? 2. How do you plan to achieve that goal? 3. What is the biggest problem you currently face? 4. What other problems do you experience? THE GUERRILLA GROUP
  79. 79. GUERRILLA SELLING The 37 Magic Selling Questions: 5. What are you doing currently to deal with this? 6. What is your strategy for the future? 7. What other ideas do you have? THE GUERRILLA GROUP
  80. 80. GUERRILLA SELLING The 37 Magic Selling Questions: 8. What role do others play in creating this situation? 9. Who else is affected? THE GUERRILLA GROUP
  81. 81. GUERRILLA SELLING The 37 Magic Selling Questions: 10. What are you using now? 11. What do you like most about it? 12. What do you like least about it? THE GUERRILLA GROUP
  82. 82. GUERRILLA SELLING The 37 Magic Selling Questions: 13. If you could have things any way you wish, 
 what would you change? 14. How would this affect the present situation? 15. What would motivate you to change? THE GUERRILLA GROUP
  83. 83. GUERRILLA SELLING The 37 Magic Selling Questions: 16. Do you have a preference? 17. What has been your experience? 18. How do you know? 19. Is there anything else you’d like to see? THE GUERRILLA GROUP
  84. 84. GUERRILLA SELLING The 37 Magic Selling Questions: 20. What would it be worth to you to solve this problem? 21. What would it cost, ultimately, if things remain as
 they are? 22. Are you working within a budget? 23. How are you planning to finance it? THE GUERRILLA GROUP
  85. 85. GUERRILLA SELLING The 37 Magic Selling Questions: 24. What alternatives have you considered? 25. What benefit would you personally realize as
 a result? 26. How would others benefit? 27. How can I help? THE GUERRILLA GROUP
  86. 86. GUERRILLA SELLING The 37 Magic Selling Questions: 28. Is there anything I’ve overlooked? 29. Are there any questions you’d like to ask? 30. What do you see as the next step? 31. Who else, besides yourself, will be involved in
 making the decision? THE GUERRILLA GROUP
  87. 87. GUERRILLA SELLING The 37 Magic Selling Questions: 32. On a scale of 1 to 10, how confident do you feel
 doing business with us? What would it take to get that up to a [10]? THE GUERRILLA GROUP
  88. 88. GUERRILLA SELLING The 37 Magic Selling Questions: 33. Are you working against a particular deadline? 34. How soon would you like to start? 35. When would you like to take delivery? THE GUERRILLA GROUP
  89. 89. GUERRILLA SELLING The 37 Magic Selling Questions: 36. When should we get together to discuss this again? 37. Is there anything else you’d like for me to take 
 care of? THE GUERRILLA GROUP
  90. 90. GUERRILLA SELLING The 37 Magic Selling Questions: Just like Aladdin, when you ask the right questions, you’ll never know what sort of magic you’ll set in motion. THE GUERRILLA GROUP
  91. 91. GUERRILLA SELLING Five Steps in Finding Prospects: 5. Listen Actively to the Answers. THE GUERRILLA GROUP
  92. 92. GUERRILLA SELLING Listen Actively & Visibly ● Maintain Eye Contact ● Use Verbal Attends: ● Use Non-verbal Attends: ● Take Visible Notes THE GUERRILLA GROUP
  93. 93. GUERRILLA SELLING Listen Actively & Visibly ● Ask for Clarification ● Paraphrase ● Ask “Who, What, When, Where, How?” ● Don’t ask Why. THE GUERRILLA GROUP
  94. 94. GUERRILLA SELLING I-Land THE GUERRILLA GROUP
  95. 95. GUERRILLA SELLING Step Two – 
 The Budget Stage ● Discomfort in Discussing Dollars –Avoids Sticker Shock –Defuses Price Anxiety ● You must get a specific amount. THE GUERRILLA GROUP
  96. 96. GUERRILLA SELLING The About Face ● “Your price is too high.” ● “Too high? (pause) 
 When you say ‘too high’, what do you mean; ‘too high’ relative to what?” THE GUERRILLA GROUP
  97. 97. GUERRILLA SELLING The About Face ● You’re always too expensive until they know what you deliver. –Engineering, Documentation, Drawings ● “We have no argument with those who sell for less. They know best what their product is worth.” THE GUERRILLA GROUP
  98. 98. GUERRILLA SELLING Defending Your Price ● The Limbo –“I won’t pay any more than...” –“Can you explain to me how you arrived at that figure? What did you take into account?” –Ask them to itemize their calculation. THE GUERRILLA GROUP
  99. 99. “In what way are they better for your application?” GUERRILLA SELLING Defending Your Price ● “They’re the same (or better)…” –Counter by asking for specifics –“In what way are they better for your application?” THE GUERRILLA GROUP
  100. 100. “In what way are they better good deal on the first one.” “Give me a for your application?”! GUERRILLA SELLING Defending Your Price ● The First-timer –“Give me a good deal on the first one.” THE GUERRILLA GROUP
  101. 101. “In what way are theydeal onfor your application?”! “Give me a good better the first one.” ! GUERRILLA SELLING Defending Your Price ● Moving Up the Launch –“I can do that, but there’s a rush charge.” ● Stopping the Countdown –“I can do that, but our price increase goes into effect next month.” THE GUERRILLA GROUP
  102. 102. “In what way are theydeal onfor your application?”! “Give me a good better the first one.” ! GUERRILLA SELLING Defending Your Price ● Excuse me –“I’m sorry, I have to step out for a moment.” THE GUERRILLA GROUP
  103. 103. “In what way are theydeal onfor your application?”! “Give me a good better the first one.” ! GUERRILLA SELLING Defending Your Price ● False Quote –“That’s interesting. I imagine that they must have a very good reason for selling at that price. –“But if prices were all the same, who would you choose?” –“This looks like a typo.” THE GUERRILLA GROUP
  104. 104. “In what way are theydeal onfor your application?”! “Give me a good better the first one.” ! GUERRILLA SELLING Defending Your Price ● Quota Time –“How’s your quota looking this month?” –“Good question. How are your profit figures this month?” –If they press you, “I’m sorry, that’s not relevant to our discussion.” THE GUERRILLA GROUP
  105. 105. “In what way are theydeal onfor your application?”! “Give me a good better the first one.” ! GUERRILLA SELLING Defending Your Price ● “Only price is important…” –Call their bluff –“I get to choose when we deliver.” –“I get to select the specification.” THE GUERRILLA GROUP
  106. 106. GUERRILLA SELLING Why you don't want price shoppers as customers ● They gobble up your capacity ● You establish a precedent ● They don’t appreciate quality THE GUERRILLA GROUP
  107. 107. GUERRILLA SELLING Why you don't want price shoppers as customers ● They’re less discerning ● They’re more demanding ● They’re often disloyal ● Nobody ever gets fired for paying too much. THE GUERRILLA GROUP
  108. 108. GUERRILLA SELLING Why you don’t want price shoppers as customers On a 35% margin, if you cut your price by 10%, you have to DOUBLE your sales to make up the difference. THE GUERRILLA GROUP
  109. 109. GUERRILLA SELLING Do the Math Total Sales — Cost of Goods Sold Gross Margin — Variable Cost of Sales — Fixed G&A Net Profit $1,000,000 $650,000 $350,000 $150,000 $200,000 $ 100% 65% 35% 15% 20% 0 Potential Profit 20¢ THE GUERRILLA GROUP
  110. 110. GUERRILLA SELLING Do the Math Total Sales — Cost of Goods Sold Gross Margin — Variable Cost of Sales — Fixed G&A $900,000 $650,000 $250,000 $135,000 $200,000 100% 72% 28% 15% 22% Net Profit $ -85,000 Potential Profit 11¢ THE GUERRILLA GROUP
  111. 111. GUERRILLA SELLING You have to sell $1,801,801.80 80% increase in REVENUE but DOUBLE the unit sales just to break even. THE GUERRILLA GROUP
  112. 112. GUERRILLA SELLING What to don when they really CAN get it cheaper ● Compared to what? –What the customer REALLY wants is . . . –YOUR product –YOUR service –YOUR reputation –and THEIR price. THE GUERRILLA GROUP
  113. 113. GUERRILLA SELLING What to Say when you’re asked to cut your price: ● “Hmmmm. . . That’s expensive.” –“We have no argument with those who sell for less. They know best what their product is worth.” THE GUERRILLA GROUP
  114. 114. GUERRILLA SELLING What to Say when you’re asked to cut your price: ● “If you give me 20% off, I’ll sign right now.” –“Do you make that offer to your customers?” THE GUERRILLA GROUP
  115. 115. GUERRILLA SELLING What to Say when you’re asked to cut your price: ● “Why are you so much more expensive than (the competition)?” ● “I RILLY wish I could, but. . .” ● “What do I tell my next customer . . .” THE GUERRILLA GROUP
  116. 116. GUERRILLA SELLING What to Say when you’re asked to cut your price: ● “I’d rather justify my price now, than have to apologize for a failed product later.” ● “What makes you think that I wouldn’t give you the best possible price right up front?” THE GUERRILLA GROUP
  117. 117. GUERRILLA SELLING What to Say when you’re asked to cut your price: ● “It’s a lot like buying oats. If you want good, clean oats, you pay a fair price. If you’re willing to settle for oats which have already been through the horse, well . . .” THE GUERRILLA GROUP
  118. 118. GUERRILLA SELLING You Shouldn’t Negotiate: ● When you’re sold out ● When the demands are unethical ● When you’re time pressured ● When they act in bad faith ● When waiting would improve your position. THE GUERRILLA GROUP
  119. 119. GUERRILLA SELLING What to do with Difficult, Demanding or Dishonest Customers? ● Refer them to the competition. THE GUERRILLA GROUP
  120. 120. GUERRILLA SELLING Develop Strong Rationales ● Need . . . ● Because . . . ● Only . . . THE GUERRILLA GROUP
  121. 121. GUERRILLA SELLING Sell the Total Product Generic Expected Augmented Potential THE GUERRILLA GROUP
  122. 122. GUERRILLA SELLING Customers Will Pay More: ● Quality ● Authenticity ● Stability ● Reliability ● Social or Ecological Values THE GUERRILLA GROUP
  123. 123. GUERRILLA SELLING Customers Will Pay More: ● Knowledgeable salespeople ● Reputation ● Partnership ● Consistency ● Customization THE GUERRILLA GROUP
  124. 124. GUERRILLA SELLING Customers Will Pay More: ● Authority ● Popularity ● Exclusivity ● Scarcity ● Disposal THE GUERRILLA GROUP
  125. 125. GUERRILLA SELLING Customers Will Pay More: ● Innovation ● Miniaturization ● Ruggedization ● Availability ● Delivery THE GUERRILLA GROUP
  126. 126. GUERRILLA SELLING Customers Will Pay More: ● Expediting ● Flexibility ● Financing ● Advanced technology ● Arrives in perfect condition THE GUERRILLA GROUP
  127. 127. GUERRILLA SELLING Customers Will Pay More: ● Problems fixed quickly ● Environmentally friendly –78% Said they would pay $2,000 more for a car that gets 35 mpg ● Benefit a third party THE GUERRILLA GROUP
  128. 128. GUERRILLA SELLING Customers Will Pay More: ● Local Sourcing ● Brand Names ● Referral THE GUERRILLA GROUP
  129. 129. GUERRILLA SELLING Customers Will Pay More: ● Reduced liability ● More Fun. THE GUERRILLA GROUP
  130. 130. GUERRILLA SELLING The Gradient If money were no object . . . Price What we do is . . . Overhead If all you want is . . . THE GUERRILLA GROUP
  131. 131. GUERRILLA SELLING Realize Your Profit Potential ● Shop your competition ● Stop telegraphing that it’s negotiable ● Manage damaging information THE GUERRILLA GROUP
  132. 132. “Discouraging data on that new antidepressant.”
  133. 133. GUERRILLA SELLING Realize Your Profit Potential ● The Pre-emptive Strike ● Expect the Sale ● Avoid Scope Seep ● Invoice $ 0 cost items ● Negotiate terms, not price. THE GUERRILLA GROUP
  134. 134. GUERRILLA SELLING Realize Your Profit Potential ● Offer bonus goods or services instead ● Guarantee everything ● DOUBLE it. THE GUERRILLA GROUP
  135. 135. Hans Winsness
  136. 136. Ives Mares
  137. 137. Runa Mares
  138. 138. GUERRILLA SELLING Thank You! ● ● ● ● Join my network on LinkedIn Friend me on Facebook Follow me on Twitter @OrvelRay OrvelRay@GuerrillaGroup.com THE GUERRILLA GROUP

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