Guerrilla Retailing

Guerrilla Retailing is about combining psychology and technology for getting maximum results at minimum cost. Some of it is common sense, but not all of it is common practice. Guerrillas build a constituency of dedicated followers by consistently maintaining the highest standards of quality, service and business principles.

Guerrillas rely on time, energy and imagination instead of the brute force of a big-budget marketing campaign. These are the three arenas where no one can outspend you.

Investment

Guerrillas consider the money they spend on their team, their facilities and their marketing to be an investment, not an expense. ... 

Planning and researching your market, your competitors and your customers' needs take valuable time. But the time and money you invest in those relationships in a smart investment in the long run, if you manage it carefully.  Be on the lookout for opportunities to leverage your selling capital for a greater return. For example, can the customer buy something, and also give you a merchandising suggestion, an introduction to another supplier, a referral, or a testimonial letter?

Rewarding customers for doing business with you is a particularly conservative investment. Don't expect overnight miracles. ....

The average retail business in America only invests between three and four percent of gross sales revenue back into marketing.

Consistentcy

Poor selling done consistently will more effective than great selling done sporadically. The guerrilla who is consistent will out-sell the better armed, better equipped, better organized coprorate regulars, because prospects will trust them.

In the mind of the prospect, consistency is interpreted as credibility, longevity and sucess. This creates a feeling of trust. Guerrillas earn the confidence of their prospects and soon prospects become customers.

Elly Valas - Past President of the North American Retail Dealers Association and internationally renowned author and speaker.

Orvel Ray Wilsion-CSP, is an internationally acclaimed  speaker and co-author