What Makes Guerrilla Selling So Different?, by Orvel Ray Wilson

guer-ril-la n: one who engages in irregular warfare esp. as a member of an independent unit.

guer-ril-la sell-ing v 1: employing unconventional weapons and tactics that are honest, fair, and demonstrably more effective. 2: using information and surprise to gain a competitive advantage in the marketplace.

Guerrilla Selling: Unconventional Weapons and Tactics for Making the Sale, is not your typical "how-to" book. It shows how modern sales guerrillas are using time, energy and imagination, instead of brute persuasive force, to blow the competition away. Under-manned and under-equipped, they're taking on the corporate superpowers by changing the rules of commercial combat.

Guerrilla Selling runs contrary to most of what you've been told about how to sell. It means gaining the competitive edge by doing the absolute last thing your customers would expect, and more!

• In guerrilla selling, the prospect is an ally, not the adversary.

• In guerrilla selling, the prospect invites you to come to make a presentation.

• In guerrilla selling, prospects qualify themselves before you even meet.

• In guerrilla selling, the prospect closes the sale for you.

• In guerrilla selling, even prospects who turn you down will suggest referrals.

Guerrillas rely on two secret weapons: information and surprise. They build an underground of loyal followers who feed them prospects and reconnaissance. They use advanced technology to zero in on strategic accounts and seize market share. They reward customers with extraordinary service that's beyond the call of duty.

Guerrilla Selling presents a revolutionary, six-step system that will NaB & CaPTuRe new business. The Mind Map shows how to penetrate prospects' camouflage, appealing to secret needs and motives invisible to the competition. Guerrillas can isolate a prospect's unique priorities and criteria in seconds. Even their handshake sends a subliminal message that instantly builds rapport.

Guerrillas establish the need, the budget, and the commitment, before they begin a presentation. Guerrillas marshal their selling ammunition by knowing exactly where to aim, and which targets they can safely ignore.

Guerrillas are highly principled and metic-ulously honest. They will understate the advantages of their offer, always keeping something in reserve. Guerrillas are rigorously fair, actually raising objections on behalf of the prospect. They share information openly, and may even show the prospect their costs and markups.

Guerrilla Selling is based on real people selling real products and services. It's informal format is easy and entertaining to read. It is light on theory and heavy on what-to-say-and-when advice. Novice or veteran, you'll learn something new and deadly from Guerrilla Selling. Hundreds of stories and case examples illustrate exactly how the guerrilla arsenal is being deployed by some of the best salespeople in the world.

Guerrilla Selling takes an uncustomary approach to approaching customers. It's sometimes outlandish, outrageous, even out-of-bounds. It's funny, foxy, and far-out. You'll find it intriguing, inspiring, and most important, lethally effective.