Guerilla Marketing White Paper
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Guerilla Marketing for Hi-Tech Sales PeopleHow to Eliminate Cold Calls & Wasted Advertising DollarsBy Perry S. Marshall21 Secrets of High Impact Low Cost Marketing that eliminate sales resistance, acquire new customers, bring new technology to changeresistant markets, and create enormous amounts of free publicity
Perry S. Marshall & AssociatesLead Generation & Publicity Systems for Technical Sales 2001-2003 Perry S. Marshall and Associates www.perrymarshall.com 1508 Ridgeland Avenue Chicago, IL 60402-4900 USA Phone +1 (708)788-4461 FAX (708)788-4599
A message from the author Youre about to learn about twenty-one powerful ideas that permanently changed my life for the better. The word Paradigm Shift is the only way to describe this radically different understanding of the sales and marketing process. What youre about to hear represents a significant departure from conventional thinking, but it is absolutely provably superior to the oldschool method of selling. Im going to challenge you with some new ideas today, and I invite you to be open-minded and to really think as I discuss them with you. These ideas will make sense and youll intuitively know that theyre true. Its very important to recognize the difference between a principle and a technique. A technique is a trick that you use to get something done, something that works in a very specific situation. A principle, however, is something thats universally true, something that transcends any particular company or circumstance. Today were going to talk about principles, not techniques. That means that not only does this information apply to my business, it applies to your business, and every other business. Secondly, that means this information will be just as true 20 years from now as it is today. Businesses are failing today because they are ignoring principles and trying to replace them with techniques. If youre struggling to bring a product to market, if youre working harder than you know you should, then pay attention. These 21 powerful secrets have changed my life for the better, and will change yours, too. Perry S. Marshall About Perry S. Marshall In four years, Perry Marshall went from being a rank-and-file salesman in Chicago to helping create a high tech success story in the capital equipment and semiconductor component business. He joined a small consulting firm as National Sales Manager and reinvented the company twice, from zero name recognition in a quasi-startup product business to over 2000% growth. He applied his unique marketing system to producing over 100 pages of press exposure in a single year, more sales leads than the sales team could effectively handle, massive amounts of website traffic, and enormous credibility in the companys chosen market niche. He departed upon the sale of the firm to a publicly traded NASDAQ company for an eight-figure transaction price, and his system continues to generate business there to this day. Today Perry Marshall is an author, speaker and consultant in Chicago. His company, Perry S. Marshall & Associates, develops marketing and lead generation systems for high-tech Original Equipment Manufacturers who sell cutting edge technology to business. His clients seek his counsel on product and message definition and their sales process. This extends to advertising, publicity, and relationships with the media. Mr. Marshall has been published in over a dozen magazines and trade journals, including Control Engineering, InTech, Sensors Magazine, Electronic Component News, and Voice Coil, and is author of The Industrial Ethernet Pocket Guide, published by ISA press.
Guerilla Marketing for Hi-Tech Sales People1. The old fashioned sales routine of cold calls, telemarketing, pounding the pavement, knocking on doors, ignoring No Solicitors signs and trying to visit people who dont want to see you is DEAD. I spent nearly ten years of my life making unsolicited calls and visits, trying to beat down doors and windows, climbing over barbed wire fences, burning up shoe leather, and inventing excuses to go see people who didnt want to see me. Can you relate to this?: You call the guy on the phone: Hi, Im going to be in the area next Tuesday and I was hoping I could drop by and see you as though you being in his neighborhood constituted any sort of reason for him to change his plans for that day. You only get one chance to make a first impression. If the customers first impression of you is that youre just another sales guy who wants to take away his precious time, then youve got one foot in the grave before youve even started. Prospecting = Obsolete Sales Technology If you dont remember anything else from our time together, remember this: that type of selling is obsolete. Dead. Ancient technology. Irrelevant. Its like vinyl records, 8 track tapes, carburetors and Disco. Now Vinyl records still have their place in the world; some audio fanatics still think they sound better than CDs. There are still swap meets where 8 track tape aficionados smoke weed and remember the 70s. Theres probably still a carburetor shop in the town where you live, and as far as Disco is concerned well, you never know. But no sane person is going to build any kind of real business on those things. There are going to be times when you need to pick up the phone and find someone who will see you. But that should be the exception, never the rule. And if youre building your business on old fashioned, outdated, manual labor grunt work, then youre violating every trend. Which means youre wasting huge amounts of time and money, antagonizing potential customers and missing out on very significant opportunities. Ten years ago, a visionary woman named Faith Popcorn wrote a book called The which basically means Popcorn Report. She said the trend in the 1990's was Cocooning people don't want to be bothered!Theres no question, if they were "cocooning" ten years ago, then today they're locking themselves in a fortress!Some people hide behind their computer, reading their e-mails all day long, but won't even answer the telephone. Youve probably got a lot of customers just like that, dont you? If youre going to effectively sell to them, youre going to have to find a way to get invited not as an unwelcome pest, but as a welcome guest. Who Finds Who First is Very, Very Important! seller... Imagine these scenes. It could be any two situations where there's a buyer and a
Scene 1: A buyer has a problem and needs to solve it. You get lucky and just happen to call the buyer that same day. The buyer was on your 'list' and you were able to show him a solution to that very problem.
Scene 2: Same buyer. Has the same problem and needs to solve it. He starts keeping an eye out for a solution. Talks to a friend, or notices an ad, or looks in the yellow pages, reads an article in a magazine and hears about you. Calls you on the phone to see if you can help. Which situation is most typical for you? Which one do you like more? Scene 1 or scene 2? Well, unless you enjoy making phone calls that are uncomfortable both for you and the guy on the other end of the line, you'd rather be living in scene #2, wouldn't you? course you Of would. But theres another factor that's very, ver important: In scene 2, you ALSO have y TWICE the chance of getting the buyer's business as you do in scene 1. Why? Because the buyer found you first. In scene #1 you were prospecting. In scene #2 you were positioning yourself. The buyer naturally has more respect for you in scene #2 because everyone knows you must climb the mountain to find the guru. Gurus don't come down from the mountain hunting for disciples. Who calls who first is very, very important. This leads to the next important principle: 2. A prospect who finds you first is more likely to buy from you, than if you find him. Has your medical doctor ever called you on the phone during dinnertime, asking if you might be looking for help fighting a flu bug? He doesn't find you, you find him. And when you do see him, he tells you what medicine you need to take and you take it. If he says you need surgery, you might seek a second opinion, but you're willing to pay good money for that opinion.And most likely you end up taking the advice, no matter how painful or inconvenient it is. Do your customers respect you as much as they respect their doctor? Why not? They don't know him any better than they know you. His diagnosis of problems are not correct more often than yours is. You went to school. You have expertise. You know how to solve difficult problems. So what's the difference? Positioning vs. Prospecting The difference is positioning. The doctor is perceived to be an expert, so you seek his counsel. You believe what he has to say while your premiums go up every year. The truth is, the medical industry knows things about marketing and positioning that most people in our industry are simply ignorant of. Most people just imitate their competitors, and everyone just gets dumber every year. In the world of corporate sales, people are still doing things the exact same way as they did 20, 30 or even 50 years ago! And they consume enormous amounts of effort! But when you replace manual labor with automation, the difference is dramatic. The Decoy of Sales Motivation I endured a bitter struggle with this before I finally figured it out. I thought the problem was that I wasnt motivated enough. I listened to tapes constantly. I learned the Power of Positive Thinking. I smiled everywhere I went and shook peoples hands. I remembered their names. I chatted with them about golf and fishing and their grandkids and the plaques in their office. I looked at myself in the mirror every morning and said Im good enough, Im smart enough, and doggonit, people like me. Isnt that pretty much what most salespeople learn how to do? Believe great things, be nice to people, work like a banshee and think positive, until success sweeps you off your feet
and your bank account is filled with cash? Stop and think about it for a minute. Does it really work? Thats what I did, and I was working very hard at it. But it wasnt working, and every month I was falling further and further behind. You can only do that for so long before something finally gives. And I knew I was close to the breaking point. Motivation is NOT your real problem But I remember exactly when and where I found the answer I was looking for. It was May 7, 1997. I was at an-all day sales seminar in Peoria, Illinois, where I was, once again, trying to get more motivated. I had robbed Peter to pay Paul, just so I could be there that day. They had all kinds of speakers who were going to motivate me to achieve great things in my career. But the last speaker of the day did not talk about motivation at all. He talked about how to bolt a marketing turbocharger on the front end of your sales organization, so that your customers would call you instead of you having to call them. He said if you had a steady stream of qualified prospects to talk to, you wouldnt have a motivation problem in the first place. Now Id be lying to you if I told you that this speech instantly solved all of my problems. But it WAS the tip of the real iceberg. It radically, permanently changed my perspective on the entire problem and finally pointed me in the right direction. I eventually realized that this whole motivation thing was a huge decoy. Why? Because I was already motivated to begin with. The problem was, I was trying to dig a basement with a shovel when I really needed a bulldozer. I didnt need to be more motivated! Why? Because no matter how motivated you are, the laziest guy in the world can still move more dirt with a borrowed bulldozer than you can with a shovel! I went on a mission to study the most brilliant minds in marketing today, across dozens of industries and professions. And what I discovered was that with a good marketing system, you can have people lined up to have you help them solve their problems. You can be a welcome guest instead of an unwelcome pest. Why My Sales Career Was So Miserable I began to understand why the old way was not working. In hindsight, these were the problems: The companies I was selling for did have marketing and advertising budgets. And they certainly did attempt to generate sales leads. But heres the problem: Most technical, industrial and business-to-business marketing and publicity is simply terrible. Abysmal. Everyone just copies everyone else, and the whole industry gets dumber and dumber every year. The sales leads were low quality and there wasnt nearly enough of them. If youre going to get better results than everyone else, youre going to have to do something different. You shouldnt spend your time prospecting any more than absolutely necessary. Your time is too valuable and expensive. You should only spend time with qualified, interested potential clients, discussing your solutions to their problems. A good marketing system, which helps customers find the salesman, can do this for far less money than paying the salesman to find the customers. My problem was that I was spending so much time prospecting, I didn't have time to sell.
Once an effective marketing system is in place, you can spend twice as much time in front of interested customers and double your income. There's a hidden benefit to this: When the customer finds you, instead of you finding the customer, his perception of you is different. He perceives you as a consultant, not a peddler. Customers don't repect peddlers as reliable information sources. I was improperly s positioned as a 'peddler' and could never accomplish what I was trying to achieve. Over time I discovered an arsenal of powerful tools that cause people to see you as a "valuable resource" instead of "unwanted pest." Each customer has a unique category for you in his mind, and youre no longer just another salesman. 3. A true marketing and publicity system delivers a predictable number of quality sales leads to you every day, month after month, year after year, so your salespeople only spend time with people who already understand what you do and who have proactively asked you to help them solve their problem. Our entire modern world is only possible because we can automate many things. If new cars were assembled by hand instead of machines, they would cost $100,000 instead of $20,000. If we used Pony Express to deliver mail, each letter you send would cost $100 instead of 34 cents. A finely-tuned marketing system is automated. Its like a machine used in manufacturing: If you power it up and put raw material in one end, it produces qualified results prospects on the other end, predictably and reliably, around the clock. Every day when you walk into the office you know it will produce new potential customer relationships for you to cultivate. A Website Can Sell on Autopilot: 24/7/365 One of my most interesting successes was creating a web page that sold a produ...