SMART SALES PEOPLE DON’T ADVERTISE : 10 Ways To Out Smart Your Competition With Guerilla Marketing

Tom Richard is from Grand Rapids, Ohio (total population 995). Tom began his career managing a chain of convenience stores before building and managing a 24,000 square foot fitness center which he played the key role in developing. Tom then moved to Philadelphia and into the fitness specialty industry where he achieved unprecedented success. While in the fitness specialty industry, Tom Richard noticed a need in the market for more effective marketing and sales training. Fueled by his passion from his own experience of losing 60 pounds, Tom has set out to improve the fitness industry one person and one company at a time. Tom Richard is the owner of Richard Stowell Enterprises, LLC which does business as both Tom Richard Marketing and Tom Richard Sales Education.

[...]... unmeasurable variable in guerilla marketing Community exposure to your logo and message creates a familiarity with your brand, even to those who are not in the market to buy Tom Richard 15 Smart Sales People Don’t Advertise Guerilla Marketing Expectations whatever you are selling at the time With that said, if your brand is stronger and your mind share is greater than your competition s, then you will... you are a national company with one hundred stores or a sole proprietor with one location; with guerilla marketing, each store will establish itself as a grass roots company in their respective communities Tom Richard 23 Smart Sales People Don’t Advertise Guerilla Marketing Expectations Grass roots companies are established with guerilla marketing because your brand and your message will be strategically... favorite store and on your best treadmill She has now associated her wonderful experience and her favorite store with your company and your top treadmill When she is in the market Tom Richard 19 Smart Sales People Don’t Advertise Guerilla Marketing Expectations for a treadmill, where do you think sheʼll stop first, and what treadmill do you think she will want to buy? When she comes into your store, she... ʻsellʼ it to other businesses These identifiable and measurable results will be your only tool to help you ʻsellʼ the guerilla concept to those whom you so desperately would like to partner up with Tom Richard 17 Smart Sales People Don’t Advertise Guerilla Marketing Expectations Pre-Qualified Traffic In addition to a lower average cost per lead, guerilla marketing increases ʻqualifiedʼ traffic as opposed to ʻcoldʼ... customers that you refer to them with the same level of service and personal attention In addition to strengthening the relationship between the two businesses, when a customer is treated like royalty, the customer will bring you unsolicited 22 Tom Richard Smart Sales People Don’t Advertise Guerilla Marketing Expectations referrals as well They will tell their friends and family to stop into your store... of Tom Richard 21 Smart Sales People Don’t Advertise Guerilla Marketing Expectations referral business, and you will be able to benefit from it simply as a by-product of your guerilla marketing initiative As you start to receive referrals from your partner businesses, you NEED to treat these customers like they are royalty Imagine how great you would feel if you referred one of your own customers to. .. guerilla marketing is, there are still many people who do not get it Not a problem There are plenty of companies that DO understand the power of guerilla marketing It is your job to find those businesses and recruit them to join your guerilla Tom Richard 29 Smart Sales People Don’t Advertise Building Your Guerilla Network marketing network It has been my experience that the companies and the people who... intended to get you thinking about guerilla marketing By the time you finish this book, you will develop your own unique way of establishing your guerilla network When you find your mind racing with new ideas, we have accomplished what we have set out to do Enjoy! Tom Richard 11 Tom Richard 12 Chapter 2: Guerilla Marketing Expectations Increased Traffic Guerilla strategies will generate qualified “chatter” about... takes more finesse and more tact to win over the community at large It takes combined guerilla marketing initiatives along with earned media to develop this perception When it happens, you will notice that this 24 Tom Richard Smart Sales People Don’t Advertise Guerilla Marketing Expectations is the strongest differentiator between your store and every other store in your market By winning the hearts... will take sales from your direct competitors You will also take sales away from those dreaded Big Box Stores Big Box stores will always be fighting the image of a heartless, large corporation With your grass roots mentality, you will be able to get more people to cross over into your store instead of shopping at the mega stores that have been eating away at local retailersʼ businesses Your Guerilla Network . class="bi x0 y0 w0 h0" alt="" SMART SALES PEOPLE DON’T ADVERTISE: 10 Ways To Out Smart Your Competition With Guerilla Marketing Tom Richard Copyright © by Richard Stowell Enterprises, LLC. All. more about out smarting your competition than it is about out spending your competition. With Guerilla Marketing, you will be able to increase the amount of traffic that comes into your business. exposure to your logo and message creates a familiarity with your brand, even to those who are not in the market to buy 16 Tom Richard Smart Sales People Don’t Advertise Guerilla Marketing