Guerrilla Selling 2 - Guerrilla Marketing Expert

285 Pages·2013·2.4 MB·English

by  Orvel Ray Wilson

GUERRILLA
SELLING 2.0®

Unconventional Weapons
and Tactics for Increasing
Your Sales
th
Completely Revised 20 Anniversary
Second Edition
Jay Conrad Levinson
Bill Gallagher, Ph.D.
Orvel Ray Wilson, CSP
© MMXIII THE GUERRILLA GROUP. All rights reserved. GUERRILLA SELLING® is a registered trademark of THE GUERRILLA GROUP. No
inc inc
part of this document may be reproduced in any form without the express written consent of the authors.
Excerpts may be republished with appropriate attribution; write to [email protected], or

call 800-247-9145.
Table of Contents
INTRODUCTION   1  
YOUR  BRIEFING:   5  
CHAPTER  1:      A  REVOLUTIONARY  SELLING  SYSTEM   9  
A  GUERRILLA  GOES  ON  PATROL   9  
THE  FIRST  PHONE  CONTACT   10  
THE  FIRST  OFFICE  CALL   11  
MORE  INFORMATION  GATHERING   13  
LATER,  AFTER  SEVERAL  MORE  QUESTIONS.    .    .   15  
THE  PRESENTATION   16  
THE  GUERRILLA  OBJECTS   16  
AND  A  REWARD   17  
THE  NEW  GUERRILLA   18  
NAB  &  CAPTURE   18  
CONTINUED  RECON   22  
A  NINE  WORD  CREDO  FOR  GUERRILLAS   23  
1.    COMMITMENT   23  
2.    INVESTMENT   23  
3.    CONSISTENT   25  
4.    CONFIDENT   26  
5.    PATIENT   27  
6.    ASSORTMENT   28  
7.    SUBSEQUENT   28  
8.    CONVENIENT   29  
9.    EXCITEMENT   30  
THE  COLD  CALL   31  
A  MILLION  DOLLAR  GUERRILLA   32  
PLANNING   34  
FINDING  PROSPECTS   34  
UNLIMITED  PROSPECTS   35  
RECONNAISSANCE  FIRST   37  
WARMING  UP  THE  COLD  CALL   39
BUILDING  ENTHUSIASM   40  
FIVE  STEPS  TO  FINDING  PROSPECTS:   41  
1.    IDENTIFY  YOUR  “HEADPIN”  PROSPECTS,  THE  PEOPLE  WHO  ARE  MOST  LIKELY  TO  BUY  
FROM  YOU.   41  
2.    GET  OUT  IN  THE  FIELD.   42  
3.    USE  AN  UNUSUAL,  CREATIVE  OR  UNEXPECTED  APPROACH.   43  
4.    ASK  A  LOT  OF  QUESTIONS.   43  
5.    LISTEN  ACTIVELY  TO  THE  ANSWERS.   43  
REFERRAL  PIPELINES   44  
FUSION  MARKETING   44  
THE  WHOLE  TRUTH   44  
3  X  3  X  6   45  
ASK  AND  YE  SHALL  RECEIVE   45  
CENTERS  OF  INFLUENCE   52  
GETTING  APPOINTMENTS   63  
CHAPTER  3:      THE  MIND  MAP   65  
WHY  PROSPECTS  ACT  THE  WAY  THEY  DO   65  
A  MATTER  OF  PRINCIPLE   68  
THE  MIND  MAP   69  
THE  MIND  MAP  THE  INNER  MIND:    THE  PRIMITIVE  REACTIONARY  MIND   90  
THE  LEFT  MIND:    THE  LOGICAL  LINEAR  MIND   90  
THE  RIGHT  MIND:    THE  CREATIVE  INTUITIVE  MIND   90  
CHAPTER  4:  THE  GUERRILLA  MIND   92  
SELL  IS  A  FOUR  LETTER  WORD   92  
THREE  THINGS  ALL  GUERRILLAS  HAVE  IN  COMMON:   93  
HUMAN  NATURE   95  
GUERRILLAS  ARE  SENSITIVE  TO  PROSPECTS’  PRIORITIES:   95  
THREE  TYPES  OF  SALESPEOPLE   98  
PART  II  NAB  &  CAPTURE   110  
THE  PSYCHOLOGY  OF  BUYING   110  
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CHAPTER  5:  THE  NEEDS  STAGE   113  
PRIORITIES  AND  CRITERIA   113  
MEETING  NEW  PROSPECTS   114  
THE  OPENING:    BE  PREPARED  TO  BE  UNPREPARED   117  
BUILDING  BELIEVABILITY   118  
OBJECTIVE  AND  SUBJECTIVE  CRITERIA   120  
UNIVERSAL  CRITERIA   130  
PRIORITY  WORDS   132  
FORGET  IT   136  
HOME  SWEET  HOME   136  
THE  MAGIC  SELLING  QUESTIONS   137  
CRITERIA  WORDS   138  
BUYING  STRATEGY   139  
PRIORITIES  AND  THE  MIND  MAP   145  
THE  CORE  OF  THE  GUERRILLA  APPROACH   153  
CHAPTER  6:  THE  BUDGET  STAGE   154  
UNIVERSAL  MONEY  ISSUES   154  
PRIORITIES  AND  PAYBACKS   154  
DISCOVERING  YOUR  PROSPECT’S  BUDGET   155  
WISH  LIST   156  
JUST  ASK   157  
WHAT’S  THE  PROBLEM?   158  
BUILDING  FUTURE  SALES   160  
UNIQUE  MONEY  ISSUES   163  
THE  BOTTOM  LINE  ON  MONEY   165  
CHAPTER  7:  THE  COMMITMENT  STAGE   166  
HANDLING  OBJECTIONS  AND  SUMMARIZING   166  
HANDLING  OBJECTIONS,  GUERRILLA  STYLE   166  
OVERCOMING  OBJECTIONS   171  
THREE  TYPES  OF  OBJECTIONS   175  
WHEN  TO  ANSWER  AN  OBJECTION   179  
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THE  TWO  PARTS  OF  A  BUYING  COMMITMENT   184  
CHAPTER  8:  THE  PRESENTATION  STAGE   188  
DESIRE  AND  MOTIVATION   188  
SATISFY  THE  CRITERIA   188  
ORGANIZING  THE  PRESENTATION   189  
COMMUNICATION  STYLES  AND  THE  MIND  MAP   190  
GENERAL  VS.  SPECIFIC   191  
GENERAL  COMMUNICATION  STYLE   191  
SPECIFIC  COMMUNICATION  STYLE   192  
OPTIONS  VS.  PROCEDURES   194  
OPTIONS  STYLE  COMMUNICATION   194  
PROCEDURAL  STYLE  COMMUNICATION   195  
INTERNAL  VS.  EXTERNAL   197  
EXTERNAL  FRAME  OF  REFERENCE   197  
INTERNAL  FRAME  OF  REFERENCE   198  
PROACTIVE  VS.  REACTIVE   201  
THE  PROACTIVE  STYLE   202  
THE  REACTIVE  STYLE   202  
TIE  EVERYTHING  TO  THE  PROSPECTS’  PRIORITIES   203  
FEATURES,  ADVANTAGES,  BENEFITS,  AND  PAIN   204  
KEEP  IT  SHORT  AND  SIMPLE   210  
ADJUST  TO  PROSPECTS’  PERSONALITIES   212  
CHAPTER  9:      THE  TRANSACTION  STAGE   215  
“ARE  YOU  SURE?”   215  
BUT  IF  THEY  DON’T  ASK,  CLOSE   217  
FIVE  TYPES  OF  CLOSES:   219  
LEARN  TO  CLOSE  EARLY   221  
PROSPECTS  IN  THE  TRANSACTION  STAGE   226  
TIMING  YOUR  TRANSACTIONS   228  
KEEPING  YOUR  EYES  WIDE  OPEN   229  
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CHAPTER  10:  THE  REWARD  STAGE   232  
OH,  BY  THE  WAY   232  
JACKPOT!   233  
ATTENTION!   234  
THE  RIGHT  ATTITUDE   235  
AN  ATTITUDE  OF  GRATITUDE   236  
DON’T  GET  MAD,  GET  EVEN   236  
FREE  SHINE   236  
GUERRILLA  PHOTOGRAPHY   237  
GUERRILLA  SERVICE   238  
TRUE  VALUE   238  
PART  III  AFTER  THE  SALE   242  
CHAPTER  11:  GUERRILLA  TRACKING   243  
CLOSING  FUTURE  SALES   243  
SHADOWING   244  
DELIVERY  MEETING   244  
RECORD  KEEPING   246  
EXPENSE  AND  SALES  ACTIVITY  REPORTS   246  
SALES  ACTIVITY  REPORT   248  
TRAILING   250  
CONSISTENT   251  
FUTURE  SALES   253  
CHAPTER  12:  THE  GUERRILLA  SELLING  ARSENAL   255  
HIGH  TECH  GUERRILLA   255  
INFORMATION  PLEASE   255  
TABLETS  AND  SMARTPHONES   256  
VIDEO   256  
REACH  OUT  AND  TOUCH  SOMEONE   257  
GUERRILLA  HEADGEAR   257  
AT  THE  TONE.    .    .   257  
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SKYPE   260  
1-­‐800-­‐WE-­‐LOVEU   260  
THIRD  PARTY  FULFILLMENT   261  
WHILE  YOU  ARE  OUT   261  
GETTING  SMART   262  
TALKING  HOUSE   262  
VIDEO  BROCHURE   263  
TABLET  COMPUTERS   263  
LOW-­‐TECH  GUERRILLA  WITH  HIGH-­‐TOUCH  WEAPONS   264  
WHAT  MAKES  THE  GUERRILLA  DIFFERENT?   268  
YOUR  MARCHING  ORDERS   270  
RECOMMENDED  READING  AND  LISTENING   271  
BOOKS   271  
AUDIO   273  
CONTINUE  BEING  A  GUERRILLA   276  
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Introduction
The ad in the comic book said, “Win a Bicycle.” It was the spring of
1963, and I was the eldest of three children of a single mother who
worked nights in a factory. I had long ago given up on Santa Claus. So
I tore out the coupon and sent it in. I didn’t know any better; I was nine
years old. I thought it was a sweepstakes.
They sent back this box, full of little packets of garden seeds, with all of
these instructions. I was supposed to sell them, door-to-door, for 25¢ a
pack, which I though was a bit crazy because you could buy the same
seeds at our local grocery store for a dime. I was instructed to
memorize an elaborate script, and there were all these rules: never walk
on the grass, always walk on the sidewalk, always step back from the
door after you ring the bell, and always say “Yes Ma’am,” “No Ma’am,”
“Thank you Ma’am!”
Well I didn’t know any better, so I did everything exactly like they said.
On a sunny spring Sunday I dressed up in my best clothes, went out and
rang every doorbell in our subdivision. Then I crossed that street that
my mother had told me not to cross, and rang every doorbell in that
sub-division. By about 2:00 in the afternoon, it was obvious that I no
future in sales. I hadn’t sold a single pack of seeds.
You know how easy it is to give up when you’re tired and hungry and
dehydrated. So I headed home, taking a shortcut across a vacant field,
when I spotted this lady out in her back yard. She’s got her hair tied up
and she’s swinging a shovel, working up a sweat, just tearing up the
dirt.
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