Tip for October 1, 2007

Many salespeople are strongly competitive and high-pressure. They're driven to outsell their comrades, the competition, and even themselves. They are often top producers. But their success is frequently short-lived, subject to the "paper match" syndrome, hot as hell, but quickly gone out. Because their style does not build the long-term customer loyalty that is so critical in guerrilla selling. Stop and listen more. You'll hear this advice frequently.

Tip for October 2, 2007

Three Internet Rules: From direct mail genius, Herschell Gordon Lewis, we learn the first rule of Internet advertising is to "stop the surfers in their tracks." The second is: "Change your offer often and even daily isn't too often." The third is "Don't be overawed by jargon throwers."

Tip for October 3, 2007

Directory assistance Because information is scattered far and wide on the Net, finding the right data is a huge problem. You can become a hero to beleaguered information seekers by publishing a useful directory. The directory can relate to your business or be a public service project established to create goodwill. Even if you have no writing skills, you can take the following steps: - Scour the Net for resources related to your topic. post messages in discussion groups explaining what you're doing and requesting help in finding sources. - Create a directory and make it available via e-mail, mailbot, or a storefront. - Promote the directory in your e-mail and discussion group signatures and send out free samples to people on your mailing list. - maintain the directory by checking the resources in it at least once a month to ensure that they are still valid.

Tip for October 4, 2007

Guerrillas treat all objections as legitimate concerns. They love objections because they help the guerrilla to see real needs underneath the superficial ones we all talk about. "Well, I'd like pay a lot less, maybe get some discount or other." This is very superficial. "Tell me more about that...," begins the guerrilla. Now you begins probing for the specific underlying worries and fears.

Tip for October 5, 2007

Five Internet Hints: From the same learned source, we learn that just because you can say a lot on a page doesn't mean you should, so get to the point; exploit the interactivity by putting customers in control with questions like "What do you think about this?"; don't try too hard to be cool unless you are cool; check your pages through different Web browsers because they look and feel different; use the concept of "edutainment" to bring people back to your Web site, over and over again.

Tip for October 6, 2007

Surveys are fun and effective A great way to provide free information without having to write a lengthy article is to take a survey. Media junkies love surveys. You gain visibility by announcing the survey in relevant newsgroups, forums, and mailing list discussions. As you respond to questions your survey raises, you will establish potential relationships. Publish and promote the results in the same venues you announced them in as well as on your storefront. if they are newsworthy, you can distribute a press release. Here are some tips for conducting an effective survey. - Use multiple choice or yes/no questions to facilitate tabulation. - Make the questions clear and specific. - Keep the survey brief. - Explain your intentions. - Set a response deadline. - Make responding easy. If you have a Web site, put the survey up there and use checkboxes. - Offer a reward as an inducement to participate. For example, you could automatically enter respondents in a prize drawing.

Tip for October 7, 2007

The Guerrilla sales presentation is short and direct, relating to the unique wants and needs uncovered. They've learned to ignore everything else. When we say "stop selling" we mean it. And, we certainly mean "stop over-selling." When talking about our products we represent many just can't wait to tell them all about it. They wax eloquent about the features and benefits, and they give reams of data, and facts and figures. (Ever talked to a new parent?) Guerrillas spend most of their time uncovering underlying client needs and only show how the product will solve those needs within the client's budget in the presentation.

Tip for October 8, 2007

Gradual marketing Guerrilla marketing is a gradual process. It succeeds when it proceeds on a step-by-step basis. implement your plans gradually over a period of time. Don't be overwhelmed by trying to do everything at once.

Tip for October 9, 2007

Become a columnist If you write well and have something fresh to say, consider writing a column in an established publication. Find an online newsletter or 'zine that's related to your area of business and offer your services. You'll gain repeated exposure for your insights and your company name, and you'll begin developing an ongoing relationship with an important audience. If you can't find a suitable online publication, look at print publications. You can present yourself to a print publication as the correspondent who apprises readers of cyberspace developments. You can always obtain the publisher's permission and reprint your print columns online.

Tip for October 10, 2007

32.5% of U.S. households have frequent shopper cards and better still, 24% regularly use them. Do you have such a program yet?

Tip for October 11, 2007

Everyone loves a freebie You can promote your business by giving away free samples of your product or service, offering free demonstrations or handing out useful products bearing your company name and contact information. When conducting a giveaway on the Net, keep the following tips in mind. - Promote your offer: Utilize your storefront, e-mail and discussion group signatures, and newsgroups that carry notices about free items. - Offer something relevant and valuable: Deliver as much value as possible to avoid looking stingy. - Deliver it promptly: if your giveaway is a text document, consider offering it via a mailbot for instant delivery. - Follow up: If you use e-mail or a mailbot you will have the e-mail addresses of people who requested your giveaway. Send follow-up notes a few days later to ask customers if they have any questions about your offer.

Tip for October 12, 2007

Some sales people make presentations that tend to be too long and vague. They do not appear to ever get to the point. They may be pleasant people, but customers tend to subconsciously avoid seeing them because they don't really follow this sales person's line of thinking. If you tend to be very nice and very sweet, and everybody loves you, take note. You may be boring the rest of us. Make your points clearly, summarize often. Use visuals and put your proposal and summary in writing.

Tip for October 13, 2007

"Hello, Mr. Prospect. Thank you for taking time to meet with me today. I'd like to ask you a few questions this morning about growing your business faster, increasing your sales, making you look great to the board, stockholders..." A good beginning statement. Now start asking those questions that relate to your product or service. "Have you ever noticed

Tip for October 14, 2007

Outsmart your competition Possibly one of the earliest examples of guerrilla marketing was practiced by Wards. When most families had both a Wards and a Sears catalog in their house, Wards deliberately designed their catalog to be smaller so that it would be set on top of the other catalog and thus more likely to be picked up first. Good idea?

Tip for October 15, 2007

Join a club Clubs raise money for good causes and contribute to the community as well as allow the members to socialize and develop important business contacts. Online discussion groups are a good resource for finding online organizations. Each discussion group is an informal club geared towards a particular topic. Even if participation in a discussion doesn't lead to news of an official organization, it may result in informal meetings with other participants in the discussion. You may be able to meet some of your online correspondents at a trade show or conference. Personal contacts like this are crucial because they reinforce the relationships you've established online by adding faces to the names you've come to know.

Tip for October 16, 2007

Many sales people are eager to fire the first shot in what they call "the business battle." Don't. Remember your job is not to sell, win, or score any points. Your job is to uncover the hurt, pain, upset, and illness that your product cures.

Tip for October 17, 2007

What do women love? British research proves that women love relationships. If they have one with their magazine, they'll be more receptive to its advertisers for they see ads as an integral part of the whole.

Tip for October 18, 2007

Will your audience welcome your message? Internet technology is a great thing. You can post a message to hundreds of discussion groups quickly and at no cost. In fact, it's so easy to post information in a discussion or send it out to a collection of e-mail addresses that it's a great temptation when you have a great product or service and want to tell the world about it. But sending out indiscriminate mass mailings or mass postings is the mark of a non-professional who has no respect for people's time. Before you send e-mail to more than one person or post a discussion group message, ask yourself, "Would I welcome this information, or resent it?" If you can't give the right answer, don't send the message.

Tip for October 19, 2007

Determining how unsatisfactory service affects the prospect. Determine if unsatisfactory service causes the prospect a loss in money, time, or peace of mind. Does the unsatisfactory service cause the prospect anxiety or aggravation? What about the lost time to placate a supervisor and the time involved in getting replacement? It's up to you to determine by questioning how unsatisfactory service impacts on the customer contact's time, money and/or peace of mind.

Tip for October 20, 2007

POP goes the planet! In Europe, 55% of purchasing decisions are made at the point of purchase, compared with 65$ (down from 74%) in the U.S.A. Spending on POP among brand leaders takes up 15% of all marketing funds in the U.S.A., but only 5% in France.

Tip for October 21, 2007

Get involved in the online community People prefer to do business with people they know, and the best way to get to know people is by getting involved in their discussion groups., Web sites and other venues in cyberspace. Here are some ways to get involved online: - Discussions: Participate in non-business discussions that interest you. Use your business signature so people know what you do and where to find you. - Web sites: When you encounter a Web site that you like, send e-mail to the owner and say so. This could lead to a fusion marketing arrangement. - Online services: Offer to help administer part of a forum, perhaps by helping to line up experts for online conferences. You'll help out the community and increase your visibility. - User groups: Show people how to get online or how to navigate around the Net, or do a presentation about a topic related to the Net at a meeting.

Tip for October 22, 2007

A Guerrilla closes at the beginning, right up-front, rather than at the end. The key to up-front closing is Intense Listening. Closing means eliminating the objections people come up with so as to not buy from you. Do this by being 100% sure about the need, their budget, who makes buying decisions of this type, and are they ready to make some kind of decision today. You find all this out before you talk about you, your company, or your products.

Tip for October 23, 2007

Trade show personalities: The perfect trade-show seller is a problem solver, honest, knowledgeable, follows up, and is very responsive.

Tip for October 24, 2007

Boost goodwill through sponsorship Sponsorship notices are advertising ploys; sponsorship of an online or off-line event is a commitment of time that can enhance your credibility. You can moderate a newsgroup, forum, or mailing list discussion. You get an opportunity to create a discussion that is focused on your area of expertise, and the participants know that your company is backing the discussion. In addition to your business storefront, you might create another site devoted to a cause you support. You can also sponsor an event off-line, ensuring that your company name and URL are conspicuously posted. By donating labor, materials or money to a charitable event or fund-raiser, you'll gain publicity and goodwill.

Tip for October 25, 2007

All objections to buying take one of four forms. No need, no money, no authority, and no hurry. As in, "Well, I really don't think I need that." or "You know, I really can't afford that much." or "Actually, I need to check with our comptroller first." or, finally "Thing is, we're just shopping right now, we'll get back to you in the Spring." Remember NBC! It will eliminate the classic objections. Find out the Need first, their Budget for this need second, and who makes and when will a Commitment to purchase be made?

Tip for October 26, 2007

The world and the tube Globally, people watch 2.7 hours of TV per day and have an average of 12 channels to choose from. They like, in order, movies, news, and comedy. They don't like, in order, soap operas, kids' programs, and religious shows. North Americans average 27 channels each and Russians average 4 channels each.

Tip for October 27, 2007

FAQS are frequent winners The FAQ, or Frequently Asked Questions document, has become one of the best-known publications on the Net. An FAQ combines in one document all the common questions about a subject. To leverage your effort in preparing an FAQ document, publish it in several locations, such as your storefront, your favorite discussion forums, and one or more bulletin boards. You can also promote it in your e-mail and newsgroup signatures and offer to send it to people who request it. An FAQ is easy to create, and it can score a lot of points for your company's credibility.

Tip for October 28, 2007

A Guerrilla's follow up is meticulous, bordering on fanatical. They take personal responsibility for making sure everything sold is delivered exactly as specified. They take full responsibility for any and all slip-ups regardless of who may be at fault back at the office or warehouse. They get right on top of remedying the situation. When all goes well, they credit the support staff. They return to the customer within 30 days of delivery to see that all is running well. When it is they ask for referrals.

Tip for October 29, 2007

What do women love? British research proves that women love relationships. If they have one with their magazine, they'll be more receptive to its advertisers for they see ads as an integral part of the whole.

Tip for October 30, 2007

Will your audience welcome your message? Internet technology is a great thing. You can post a message to hundreds of discussion groups quickly and at no cost. In fact, it's so easy to post information in a discussion or send it out to a collection of e-mail addresses that it's a great temptation when you have a great product or service and want to tell the world about it. But sending out indiscriminate mass mailings or mass postings is the mark of a non-professional who has no respect for people's time. Before you send e-mail to more than one person or post a discussion group message, ask yourself, "Would I welcome this information, or resent it?" If you can't give the right answer, don't send the message.

Tip for October 31, 2007

Determining how unsatisfactory service affects the prospect. Determine if unsatisfactory service causes the prospect a loss in money, time, or peace of mind. Does the unsatisfactory service cause the prospect anxiety or aggravation? What about the lost time to placate a supervisor and the time involved in getting replacement? It's up to you to determine by questioning how unsatisfactory service impacts on the customer contact's time, money and/or peace of mind.