Guerrillasellingnegotiating 100416225057-phpapp01 (2)

GUERRILLA SELLING AND NEGOTIATINGGUERRILLA SELLING AND NEGOTIATING

Presented by:Presented by:

Competitive Edge PresentsCompetitive Edge Presents

Orvel Ray Wilson, CSPSr. PartnerTHE GUERRILLA GROUPinc

It’s a Jungle Out There!It’s a Jungle Out There!Economic UncertaintyEconomic Uncertainty

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

Further Cutbacks

Economic Uncertainty

Further Cutbacks

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

Further Cutbacks

Demanding Customers

Economic Uncertainty

Further Cutbacks

Demanding Customers

More More More

It’s a Jungle Out There!It’s a Jungle Out There!Economic UncertaintyFurther CutbacksDemanding CustomersPressure on Prices and Margins

Economic UncertaintyFurther CutbacksDemanding CustomersPressure on Prices and Margins

Slowly but Surely

What do we Mean by “Guerrilla”?What do we Mean by “Guerrilla”?

The most successful marketing series in history:

TimeTime4 to 1

Golden Selling Hour

Don’t waste a lunch

Make one more stop

4 to 1

Golden Selling Hour

Don’t waste a lunch

Make one more stop

EnergyEnergy–Eat Right

–20 Minutes a Day

–Time Out

–Reward Yourself

–Eat Right

–20 Minutes a Day

–Time Out

–Reward Yourself

ImaginationImaginationThink Big

Think Small

Visualize Success

Idea-of-the-Week Book

Think Big

Think Small

Visualize Success

Idea-of-the-Week Book

Guerrilla’s Secret WeaponsGuerrilla’s Secret WeaponsInformation–Industry research

–Competitive Recon

–Customer feedback

Information–Industry research

–Competitive Recon

–Customer feedback

Build Your Own SurveyBuild Your Own SurveyLimit 1

Limit 10

No Fill in the __________

Fax (or e-mail) Back

Share the Results

Limit 1

Limit 10

No Fill in the __________

Fax (or e-mail) Back

Share the Results

Guerrilla’s Secret WeaponsGuerrilla’s Secret WeaponsSurprise–Do the Unexpected

–Tell the Truth

–Personalize Everything

Surprise–Do the Unexpected

–Tell the Truth

–Personalize Everything

10 Strategies to Increase Your Sales Immediately

1. Investment1. InvestmentThe Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.”

1. Investment (cont.)1. Investment (cont.)

People

Technology

Yourself

People

Technology

Yourself

Invest in PeopleInvest in PeopleHire first for Attitude–Jack Welsh 20/70/10

Train ConstantlyResource CenterOutside SeminarsOutside Expertise

Hire first for Attitude–Jack Welsh 20/70/10

Train ConstantlyResource CenterOutside SeminarsOutside Expertise

Invest in TechnologyInvest in TechnologyDigital CameraWireless POSE-mailWeb siteSocial Media

Digital CameraWireless POSE-mailWeb siteSocial Media

Invest in YourselfInvest in YourselfJoin Professional Groups

Master Mind

Build Your Library

Study the Masters

Join Professional Groups

Master Mind

Build Your Library

Study the Masters

Invest in YourselfInvest in YourselfBrowse to:

www.GuerrillaGroup.com

Mouse over “Press Room” then click on “Competitive Edge”

OrvelRay@GuerrillaGroup.com

Browse to:www.GuerrillaGroup.com

Mouse over “Press Room” then click on “Competitive Edge”

OrvelRay@GuerrillaGroup.com

2. Consistent2. Consistent“Poor selling done consistently will be more effective than great selling done sporadically.”

Consistency is interpreted as longevity, credibility, and trust.

“Poor selling done consistently will be more effective than great selling done sporadically.”

Consistency is interpreted as longevity, credibility, and trust.

Why Customers Quit:Why Customers Quit:15% quit for quality - found better

product

15% quit for price - found cheaper product

20% quit for lack of contact or individual-

ized attention

15% quit for quality - found better product

15% quit for price - found cheaper product

20% quit for lack of contact or individual-

ized attentionForum Corporation study of commercial customerslost by 14 major manufacturing and service companies.Forum Corporation study of commercial customerslost by 14 major manufacturing and service companies.

He’s on another line

“He’s on another line at the moment, would you like to hold?”

3. Confident3. Confident“Guerrillas believe in their products and their people.”“Guerrillas believe in their products and their people.”

Why Customers Buy:Why Customers Buy:

Why Customers Buy:Why Customers Buy:ConfidenceQualityServiceSelectionPrice

ConfidenceQualityServiceSelectionPrice

Why Customers Buy:Why Customers Buy:ConfidenceQualityServiceSelectionPrice

ConfidenceQualityServiceSelectionPrice

Why Customers Buy:Why Customers Buy:1. Confidence2. Quality3. Service4. Selection5. Price

1. Confidence2. Quality3. Service4. Selection5. Price

“I’ll tell you why I don’t trust him.It’s that damn sheepskin vest.”

3. Confident (cont..)3. Confident (cont..)

Expect the Sale

Collect Testimonials

Don’t play price games.

Expect the Sale

Collect Testimonials

Don’t play price games.

Low Bidder

“How did I go broke? I was the low bid!”

3. Confident (cont..)3. Confident (cont..)

Guarantee Everything–No longer a differentiator

–Sunshine Trash Service

Double your Price

Guarantee Everything–No longer a differentiator

–Sunshine Trash Service

Double your Price

Don’t Wave a White FlagDon’t Wave a White Flag

“The best I can do is…”

“If you compare…”

“I’ve cleared my afternoon for you…”

“The best I can do is…”

“If you compare…”

“I’ve cleared my afternoon for you…”

Speaking of Prices…Speaking of Prices…

94% of sales people won’t bring up price63% of sales people volunteer to cut the price, without being asked!What time is it?

What to say when you're asked to cut your price:What to say when you're asked to cut your price:

“I RILLY wish I could, but. . .

“What do I tell my next customer?”

“It’s a lot like buying oats.”

“Why are you so much more expensive than (the competition)?”

“I RILLY wish I could, but. . .

“What do I tell my next customer?”

“It’s a lot like buying oats.”

“Why are you so much more expensive than (the competition)?”

Why you don't want price shoppers as customersWhy you don't want price shoppers as customers

They gobble up your capacity–If you cut your price by 10%,

you have to increase your volume by40% just to make up the difference.

You establish a precedent

They gobble up your capacity–If you cut your price by 10%,

you have to increase your volume by40% just to make up the difference.

You establish a precedent

Why you don't want price shoppers as customers:Why you don't want price shoppers as customers:

They’re less discerningThey’re more demandingThey’re often disloyalNobody ever gets fired for paying too much.

4. Patient4. Patient

Fine-tuning your knowledge and skills takes time.

Gretsch kitGretsch kit

1 2 3 4 5 6 7 89

Number of ImpressionsNumber of Impressions

TotalApathy

Purchase ReadinessPurchase Readiness

Prospect Learning CurveProspect Learning Curve

Don’t Quit Don’t Quit 48% quit after the first contact20% quit after the second contact7% quit after the third contact5% quit after the fourth contact4% quit after the fifth contact

Yet 80% close AFTER the sixth call

48% quit after the first contact20% quit after the second contact7% quit after the third contact5% quit after the fourth contact4% quit after the fifth contact

Yet 80% close AFTER the sixth call

5. Assortment5. Assortment“The more products and services you offer, the greater the constituency of customers you can serve.”

“The more products and services you offer, the greater the constituency of customers you can serve.”

$1 $10 $50 $250 $1,000

Move Them Up the CurveMove Them Up the Curve–Fill the Curve

–Show the Best First

–Opportunities to Upgrade

–Fill the Curve

–Show the Best First

–Opportunities to Upgrade

Customers60%

Universe10%

Prospects30%

6. Subsequent6. Subsequent“Guerrillas wage their marketing campaign simultaneously on three fronts.”

“Guerrillas wage their marketing campaign simultaneously on three fronts.”

Lifetime Customer Value Lifetime Customer Value Average cost of an industrial sales call: $150.00

It takes AT LEAST nine impressions to create a new customer.Acquisition cost of a new customer:

$1,350.00

Average cost of an industrial sales call: $150.00

It takes AT LEAST nine impressions to create a new customer.Acquisition cost of a new customer:

$1,350.00

Mail Advertising Services Association MASAMail Advertising Services Association MASA

6. Subsequent (cont..)6. Subsequent (cont..)

“It takes 11 positive impressions to overcome a single negative impression.”–Repetition, Repetition, Repetition

–You Oughta’ Be In Pictures

“It takes 11 positive impressions to overcome a single negative impression.”–Repetition, Repetition, Repetition

–You Oughta’ Be In Pictures

Photo Note PadDear David,

THANK YOU

for the opportunity

to serve Competitive

Edge. What a FUN

group! We had a

GREAT time!

OrvelRay

From the desk of Orvel Ray Wilson

34316 Gap Road, Golden, CO 80403 800-247-9145

Show UpShow Up

“90% of sex is showing up.”-- Woody Allen

7. Convenient7. Convenient“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”–Message in a bottle

–Follow-up, Follow-up.

“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.”–Message in a bottle

–Follow-up, Follow-up.

The Economics of Exceptional ServiceThe Economics of Exceptional Service

The average business never hears from 96% of its unhappy customers.

But 90% or more will not visit or buy from them again.

The average business never hears from 96% of its unhappy customers.

But 90% or more will not visit or buy from them again.

For every complaint, the average company has 26 customers with problems.

Of customers who register a complaint, 70% will do business with you again if you resolved the complaint.

For every complaint, the average company has 26 customers with problems.

Of customers who register a complaint, 70% will do business with you again if you resolved the complaint.

That figure jumps to 95% if the customer feels the problem was resolved quickly.

The average upset customer tells 9 people about it. One in five will tell more than 20.

That figure jumps to 95% if the customer feels the problem was resolved quickly.

The average upset customer tells 9 people about it. One in five will tell more than 20.

Better service performers charged about 9% more for their goods.

They grew twice as fast and picked up market share at 6% a year, while those with poor customer service lost 2% per year.

Better service performers charged about 9% more for their goods.

They grew twice as fast and picked up market share at 6% a year, while those with poor customer service lost 2% per year.

Service stars earned a 12% return on sales, vs. a paltry 1% for the rest.Service stars earned a 12% return on sales, vs. a paltry 1% for the rest.

The Strategic Planning Institute, Cambridge, MAThe Strategic Planning Institute, Cambridge, MA

8. Measurement8. Measurement“What you measure is what you get. Inspect what you expect.”

– Tom Peters

“What you measure is what you get. Inspect what you expect.”

– Tom Peters

30.7%26.86 $21,557.14 Average

31.0%19$26,382.00 Ryan

26.0%25$21,036.00 Michelle

34.9%31$22,532.00 Pat

32.1%32$19,252.00 Chris

29.3%30$24,952.00 Kathy

30.2%26$20,196.00 Cindy

31.1%25$16,550.00 Jeannie

Gross Margin %

Number of Transactions

Total Sales Volume

Monthly Sales PerformanceMonthly Sales Performance

30.7%26.86 $21,557.14 Average

31.0%19$26,382.00 Ryan

26.0%25$21,036.00 Michelle

34.9%31$22,532.00 Pat

32.1%32$19,252.00 Chris

29.3%30$24,952.00 Kathy

30.2%26$20,196.00 Cindy

31.1%25$16,550.00Jeannie

Gross Margin %

Total Sales Volume

30.7%26.86 $21,557.14 Average

31.0%19$26,382.00 Ryan

26.0%25$21,036.00 Michelle

34.9%31$22,532.00 Pat

32.1%32$19,252.00 Chris

29.3%30$24,952.00 Kathy

30.2%26$20,196.00 Cindy

31.1%25$16,550.00 Jeannie

Gross Margin %

Total Sales Volume

30.7%26.86 $21,557.14 Average

31.0%19$26,382.00 Ryan

26.0%25$21,036.00 Michelle

34.9%31$22,532.00 Pat

32.1%32$19,252.00 Chris

29.3%30$24,952.00 Kathy

30.2%26$20,196.00 Cindy

31.1%25$16,550.00 Jeannie

Gross Margin %

Total Sales Volume

Your Tip So Far

9. Excitement9. Excitement

9. Excitement9. ExcitementGreet them with a “10”

A Good Word for Everyone

Never Complain.

Greet them with a “10”

A Good Word for Everyone

Never Complain.

Brussels Sprouts

10. Commitment10. CommitmentSet goals and work toward them

Constantly Sharpen Your Skills.

Set goals and work toward them

Constantly Sharpen Your Skills.

Negotiating bookNegotiating book

What Is Guerrilla Negotiating?What Is Guerrilla Negotiating?Gain a fair advantage

Leverage your investment for maximum return

Create an agreement that both parties can keep

Gain a fair advantage

Leverage your investment for maximum return

Create an agreement that both parties can keep

•Generic•Generic

Sell The Total ProductSell The Total Product

•Expected•Expected

Technical support

“I know it’s technical support, but for $2.50 a minute I expect you to talk dirty.”

•Augmented•Augmented

“No one ever went broke by making a profit”

“No one ever went broke making a profit.”

•Augmented•Augmented

•Potential•Potential

Customers Will Pay MoreCustomers Will Pay MoreQuality

Authenticity

Stability

Reliability

Social or Ecological Values

Quality

Authenticity

Stability

Reliability

Social or Ecological Values

Customers Will Pay MoreCustomers Will Pay MoreKnowledgeable salespeopleKnowledgeable salespeople

“Mr. Colton, do we stand behind our products?”

Customers Will Pay MoreCustomers Will Pay MoreKnowledgeable salespeople

Reputation

Partnership

Consistency

Customization

Knowledgeable salespeople

Reputation

Partnership

Consistency

Customization

Customers Will Pay MoreCustomers Will Pay MoreAuthority

Popularity

Exclusivity

Scarcity

Disposal

Authority

Popularity

Exclusivity

Scarcity

Disposal

Customers Will Pay MoreCustomers Will Pay MoreExpediting

Flexibility

Short delivery times

Advanced technology

Arrives in perfect condition

Expediting

Flexibility

Short delivery times

Advanced technology

Arrives in perfect condition

Customers Will Pay MoreCustomers Will Pay MoreProblems fixed quicklyProblems fixed quickly

“You really should have called me sooner.”

Customers Will Pay MoreCustomers Will Pay MoreProblems fixed quickly

Environmentally friendly–78% Said they would pay $2,000 more

for a car that gets 35 mpg

Benefit a third party

Problems fixed quickly

Environmentally friendly–78% Said they would pay $2,000 more

for a car that gets 35 mpg

Benefit a third party

Customers Will Pay MoreCustomers Will Pay MoreLocal Sourcing–82% have consciously supported local

or neighborhood businesses

Brand Names

Referral

Local Sourcing–82% have consciously supported local

or neighborhood businesses

Brand Names

Referral

Customers Will Pay MoreCustomers Will Pay MoreTo do the right thing–SRI funds account for 11% of all the

money in U.S. financial markets

More fun.

To do the right thing–SRI funds account for 11% of all the

money in U.S. financial markets

More fun.

Blank SlideBlank Slide

Why NegotiateWhy NegotiateYou negotiate all the time

Most things are negotiable

Your negotiating skill will determine, who you work for, who works for you, what kind of car you drive, and where your kids will go to college.

You negotiate all the time

Most things are negotiable

Your negotiating skill will determine, who you work for, who works for you, what kind of car you drive, and where your kids will go to college.

You Can and Should NegotiateYou Can and Should Negotiate

We’re so accustomed to saying “Yes!”

Recognize when you’re in a negotiation.

We’re so accustomed to saying “Yes!”

Recognize when you’re in a negotiation.

You Shouldn’t NegotiateYou Shouldn’t NegotiateWhen You’re Sold Out

When the Demands Are Unethical

When You Don’t Care

When You Don’t Have Time

When You’re Sold Out

When the Demands Are Unethical

When You Don’t Care

When You Don’t Have Time

You Shouldn’t NegotiateYou Shouldn’t NegotiateWhen they act in bad faithWhen waiting would improve your positionWhen you’re not preparedWhen it would be better to beg forgiveness.

When they act in bad faithWhen waiting would improve your positionWhen you’re not preparedWhen it would be better to beg forgiveness.

Prepare ProperlyPrepare ProperlyDo Your Homework

Evaluate their Options

Consider Alternatives

Know Your Boundaries

Know What You Intend to Get.

Do Your Homework

Evaluate their Options

Consider Alternatives

Know Your Boundaries

Know What You Intend to Get.

Set PrioritiesSet PrioritiesMust gets

Intend to gets

Nice to gets

Must gets

Intend to gets

Nice to gets

Control the AgendaControl the AgendaWho

How long

Just Ask!Just Ask!Ask the Right PersonAsk Someone ElseAsk for MoreAsk for LessAsk Three TimesThe Aladdin Factor

Ask the Right PersonAsk Someone ElseAsk for MoreAsk for LessAsk Three TimesThe Aladdin Factor

Ask for the Right Things:Ask for the Right Things:TimeHelpInformationPeopleMaterialSpaceEquipmentSupport

TimeHelpInformationPeopleMaterialSpaceEquipmentSupport

TrainingFinancingDocumentationWarranteeCleaningRepairsRecyclingDisposal

Develop Strong RationalesDevelop Strong Rationales

Need. . .

Only…

Because…

Need. . .

Only…

Because…

Require Reciprocal ConcessionsRequire Reciprocal Concessions

Never offer anything without asking for something, anything in returnReserve the right to withdraw a concessionOr request an unspecified concession in the future.

Set Negotiating Expectations and AspirationsSet Negotiating Expectations and Aspirations

Higher expectationsyield higher outcomes.

Ask for more than you really want, more than you even expect.

Higher expectationsyield higher outcomes.

Ask for more than you really want, more than you even expect.

Manage the Other Person’s ExpectationsManage the Other Person’s Expectations

Set appropriate boundaries

Be clear about what you can do and what you won’t do.

Set appropriate boundaries

Be clear about what you can do and what you won’t do.

Settlement RangeSettlement Range

MJPMJP

MJPMJP MARMAR

MARMAR

WinWinWinWin

How to Counter Dirty TricksHow to Counter Dirty TricksFalse Quote

Quota Time

The Lopez

“Only Price Is Important…”

False Quote

Quota Time

The Lopez

“Only Price Is Important…”

How to Counter Dirty TricksHow to Counter Dirty TricksThrow a FitTelephone MistakesSplit the DifferenceItemizingThe CrunchThe Stall.

Throw a FitTelephone MistakesSplit the DifferenceItemizingThe CrunchThe Stall.

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