Attracting New Business During Tough Times Part 1

Guerrilla Marketing Pilot Project 

When the going gets tough, the tough get new business. Many of your competitors have pulled in their horns and cut back on their marketing. This means new opportunities for you to get new customers. The obtaining of precious new business is a whole lot easier than you may have imagined -- but only if you have the mindset of the guerrilla.

One of the least understood secrets of successful marketing is the ease with which new business may be won. As powerful as you may be with that knowledge, your power increases when you comprehend the importance of gaining that new business in the first place.

You already know that it costs you six times more to sell something to a new customer than to an existing customer -- which is why guerrillas market so caringly and consistently to their customers -- there is a constant need to increase your customer base. Therefore, you're got to be willing to turn cartwheels in order to get a human being converted into a real live paying customer. Break even or even lose money in the quest for a new customer because your investment in securing these precious souls will be returned manyfold.

Once your prospects become customers, they're a source of profits for life -- because guerrillas like you know the crucial importance of non-stop follow-up. The follow-up increases your profits while decreasing your cost or marketing.

But let's get back to those non-customers and consider a potent guerrilla tactic to win their business and transfer them from the twilight zone to your customer list, where they belong. The tactic begins with a phrase. A powerful guerrilla phrase to emblazon amidst your memory cells is "pilot project."

It is often difficult to get a company or a person to agree to do business with you, especially in a shaky economy. It is much simpler to get them to agree to a mere pilot project. Even if companies or individuals are unhappy with their current suppliers, they may be reluctant to sever the relationship and sign up with you -- just in case you turn out to be flaky.

But you defuse that reluctance when you assure them that you don't want to get married -- and get all their business. You only want to become engaged --- and get a simple pilot project. That's certainly not asking for much.

Pilot projects are very tempting to companies and to individuals because they allow these good people to see if you're as good as you say you are, without going too far out on a limb. Even if the project is a bust, it was only a pilot project. No big deal.

But if the project is a success -- well then, that certainly indicates that a larger project should be undertaken, then a larger one still, and eventually, all the business. Moral? It's tough to get an okay for all the new business. But it is far less tough to get an okay for a pilot project.

The concept of aiming for pilot projects may be applied as easily to a service business as a product business. If you perform services, offer to perform them for only part of the customer's needs, not all of them. Offer to perform them for a test period only, something like six weeks or so -- maybe even less if you feel that less time will be enough for you to prove your worth and value.

If you sell products, request that during the pilot project, they be given prominent display, proper signage, and ample shelf space. But because it's only a pilot project, ask for this only for a limited time, or with a limited order. Will your products generate profits? This simple pilot project will tell.

Guerrillas are wary of wooing new business by offering discounts -- because they know darned well that customers who purchase by price alone are the worst possible kind, disloyal, expensive to maintain, and in the end, only one-ninth as profitable as loyal customers who stick around because of value or service, quality or selection. But these self-same guerrillas are very willing even to lose money on customers -- for the first sale only -- if the customers focus on things other than mere cost.

Pilot projects are rarely profit producers all by themselves. But they open the door to a world where profits abound, a world where relationships are lasting. That's why savvy companies and individuals say "yes" to offers of pilot projects. These projects are inexpensive learning and high potential earning opportunities. Hey! Why not do a pilot project on pilot projects?

I am very aware that during a spiraling economy, you've got to make a dynamite proposal -- even to get the go sign for a pilot project. I'm also aware that many businesses fall on their faces when they make a proposal. Having secured an appointment to make a proposal, guerrillas stand out and shine.

They know that it's at proposal time that the rubber meets the road. To get the best ride Possible, you've got to present a guerrilla proposal. This lesson will show you how to create one.

There are poor proposals, which rarely get the business for you. There are good proposals, which might get the business for you. And then, there are guerrilla proposals, which usually get the business for you. If you present anything but a guerrilla proposal, it means that all the marketing you've done up till that time has probably been wasted. Sheer agony.

The companies that get the business realize that all the time and energy they've put into wooing a prospective customer has been mere groundwork for the dazzling display of business acumen that will be made apparent when they get down to the business of making an actual proposal.

Guerrillas follow ten steps to make sure that their courtship activities lead to a long-term business marriage -- destined to flourish and prosper. I will cover this in the next lesson....

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If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.


About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

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