A well-known axiom of marketing has always been that it is much simpler to sell the solution to a problem than it is to sell a positive benefit. For this reason, guerrillas position their companies to be ace problem-solvers. They home in on the problems confronting their prospects, then offer their products or services as solutions to the problems.
Almost all companies are beset with problems of one sort or another. You job, as a right-thinking guerrilla, is to spot those problems. One of the ways to do this is through networking. Networking is not a time to toot your own trombone, but to ask questions, listen carefully to the answers, and keep your marketing radar attuned to the presence of problems. After learning them, you can contact the prospect and talk about the prospect's problems and your...
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