Table Of Content
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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