Guerrilla relationship management How to defeat your competition and win the hearts and minds of your customers and prospects
Pratt Computing Technologies 117 Huxley Road Suite D Knoxville TN 37922 865-693-0900  Ext 11 Guerrilla Relationship Management - Marketing   Guerrilla Relationship Management - Sales   Guerrilla Relationship Management - Customer Service   What is your Competition up to? Do you know what they are doing in order to beat you on every sales opportunity?  Do you want to Thrive with Technology in the Business Jungle? This  Newsletter offers valuable insight into Guerrilla Relationship Management and also how to be more effective with current technology. Do all that you can to get new customers and keep the ones that you have. Enter your e-mail address in the box below. We will never share your email address with ANYONE else. It will only be used for this newsletter and you may opt-out at any time Click here to signup for what may be the most powerful newsletter that you receive.   Would you like to be able to post questions and have them answered by Guerrilla Marketing Experts INCLUDING Jay Conrad Levinson himself? How about being on a weekly conference call with Jay and other Marketing Experts? Then Join the Guerrilla Marketing Association, the first 30 days are FREE!	Welcome to the Guerrilla Relationship Management Web Site, a 4 Dimensional View of the Relationships that Impact your Business. What is Guerrilla Relationship Management? In order to survive in today's competitive business environment you not only need to be faster and smarter, but you also need a strategic process  that is proven to be effective in generating new business. Guerrilla Relationship Management is a business strategy, combined with technology and infused with the principles of Guerrilla Marketing to help you "defeat your competition and win the hearts and minds of your customers and prospects."  (What is Guerrilla Marketing).  The idea of GRM was conceived by Doc Pratt, Certified Guerrilla Marketing Coach,  and it applies the concepts of Guerrilla Marketing to the three major phases of the Customer Lifecycle: Marketing, Sales Process, and Customer Service. GRM gives you a Four Dimensional view of all of the relationships that impact your business, not just customers and prospects, but also networks/fusion marketing partners, suppliers, and even competitors. Having a four dimensional view gives you the opportunity to use the Guerrilla Marketing Weapons to mount an aggressive attack and also be able to defend your current market  position. A Major Reason for Business Failure is Not Knowing Who Your Customer is. Businesses fail on a daily basis due to not knowing who their customer is and knowing everything possible about them.  The relationship with a customer is like any other relationship, it has to be nurtured. The only thing automatic  when it comes to customers is that if you ignore them, you will lose them to a competitor who isn't ignoring them. GRM automates this process, and enables you to stay in touch with them in an automatic, yet personal way. GRM gives you the ability to build incredible loyalty with your customer and also help to brand you as the expert in your field. Another Reason for Business Failure is Not Knowing Your Competition. Do you know who your competitors are, what their strengths and weaknesses are, who their customers are? If your competitor suddenly closed their doors, how long would it take you to contact their customers? How long do you think it would take your other competitors? GRM gives you the ability to keep vital information about your competitors readily available for your sales force to draw from when needed. Remember the saying, "Keep your friends close but keep your enemies closer."  No matter how good a friend you are with your competitor, when it comes to business they are your enemy and trying to keep money out of your account. Want to significantly increase your reach to new prospects? One of the elements of Guerrilla Marketing is "Fusion Marketing", which is developing strategic partnerships with other people that touch the same accounts as you do.  GRM gives you the ability to track your Fusion Marketing and Networking partners, and have a level of relationship management with them. You Not Only Need Weapons to Win the Marketing War, You Need to Use Them! The Guerrilla Marketing Weapons are proven to be effective and the use of a Marketing Calendar is very powerful. GRM automates the Guerrilla Marketing Calendar and keeps it in front of everyone that it pertains to, including managers. With GRM the weapons are also used in both the Sales and Customer Service areas. The weapons of Guerrilla Marketing are used throughout the process to keep the customer in the Marketing - Sales - Customer Service loop, and keep your competitors away from them. Do you have a Visible, Functional and Effective Sales Funnel? The Guerrilla Relationship Management Sales Funnel is a powerful tool that gives everyone involved with that particular  opportunity a comprehensive view of it.  The Funnel gives everyone a view of: The Account The Product or Service The Competitor The Sales Stage Lead Source Opportunity Type Guerrilla Marketing Campaign Who all of the people involved are and their role and influence All of the History, Notes and Activities The GM Weapons being used The ability for the Sales Manager to assign activities and GM Weapons to other people. When an opportunity is won then it can become a Project and  then sales can still see what is happening with an account. Your #1 Customer is Your Competitor's #1 Prospect. Some businesses fail or go through significant changes after losing one customer. Have you ever calculated the life value of any customer, let alone your #1 customer?  Guerrilla Relationship Management has various ways to implement Guerrilla Marketing techniques and weapons to protect your customers by keeping them more than satisfied.  If someone surveyed your customers, how would they rate your company? Click here to receive more information.

Guerrilla Relationship Management - Marketing
Jay Conrad Levinson said "Guerrillas look at profit as the only yardstick to measure marketing." Guerrilla Relationship Management Marketing Module leads you through setting up Guerrilla Marketing 7 Step Marketing Plans and assigning the GM Weapons that you want to implement to each plan. To help you and your team stay on track with your campaigns and goals, you can view or print a "Marketing Calendar" at any time. The Marketing Module gives you and your team a view of each Marketing Campaign, the associated GM Weapons, and the Sales Opportunities that came from that campaign. By leveraging the information from these campaigns you are able to refine the process and make each campaign more effective. Another part of the Marketing module is the Telemarketing for prospecting via phone, e-mails or print. Guerrilla Relationship Management also gives you and your team the ability to market to both prospects and customers. In the world of Guerrilla Marketing the effort should be 10% to the universe, 30% to prospects and 60% to current customers. (Top)
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Guerrilla Relationship Management - Sales Process

Guerrilla Relationship Management Sales Process takes you beyond simple Contact Management and a sales funnel, it gives you way to measure everything from the account level down.  Since it is "account driven", you can view all information by account or individual person. If a sales person is going to call on an account they can first view all of the note, history, other activities and even an Org Chart before they go. Even if this is a new sales rep, they can visit the account knowing everything about the account, including any outstanding issues. 

The Sales Funnel tracks information about the opportunity including who the Competition is, who are all of the people involved in it and what is their role, preference, amount of influence,  personal benefits and issues and what is the best strategy to use with them.  Each Sales Opportunity tracks back to the Guerrilla Marketing Campaign and also to a Lead Source.

The Sales Process module also gives you and your team a global view, with history and notes of Vendors, Suppliers, Fusion Marketing/Networking Partners and even your Competition.  (Top)
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Guerrilla Relationship Management - Customer Service

Guerrilla Relationship Management Customer Service is designed to deliver profitable results through increased customer satisfaction.  Customer Service is different for every business, except for two things. Exceptional service and true honest attention paid to the customer makes them want to not only use you again, but also refer other people. The other side of that is bad service and especially ignoring a customer will steer them straight to your competition.  Guerrilla Relationship Management provides many tools to be able to focus on the customer while helping to elevate you in your customer's eyes to be the obvious expert in your field. This helps to insure the fact that your customer will stay in the  Marketing - Sales - Service loop, and not be stolen away by your competition. (Top)
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Doc Pratt has spent over 25 years developing, customizing, and training various software applications including many customer centric and CRM applications. Consulting clients have been from many industries and various sizes from Small Business to Fortune 100. Guerrilla Relationship Management came as a result of this experience along with starting and running  a multi-million dollar Computer Company since 1985,  and being a Certified Guerrilla Marketing Coach.
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Need help getting started or direction? Then you need a Guerrilla Marketing Coach.  Get me a Coach!

Pratt Computing Technologies
117 Huxley Road
Suite D
Knoxville TN 37922
865-693-0900  Ext 11
 

What is Guerrilla Marketing?
In 1984 Jay Conrad Levinson published Guerrilla Marketing, a very non-traditional Marketing book. Today Guerrilla Marketing is the most popular series in the history of Marketing, published over 18 million copies in 37 languages and required reading in many Marketing and MBA programs worldwide. The longevity of the series is a testament to the fact that Guerrilla Marketing not only works but is also very effective.

How is Guerrilla Marketing different from traditional marketing?
1. Instead of investing money in the marketing process, you invest Time, Energy, and Imagination.
2. Instead of using guesswork in your marketing, you use the science of psychology, actual laws of human behavior.
3. Instead of concentrating on traffic, responses, or gross sales, profits are the only yardstick by which you measure your marketing.
4. Instead of being oriented to companies with limitless bank accounts, guerrilla marketing is geared to small business. 
5. Instead of ignoring customers once they've purchased, you have a fervent devotion to customer follow-up. 
6. Instead of intimidating small business owners, guerrilla marketing removes the mystique from the entire marketing process and clarifies it.
7. Instead of competing with others, guerrilla marketing preaches the gospel of cooperation, urging you to help others and let them help you. 
9. Instead of believing that single marketing weapons  work, guerrillas know that only marketing combinations work.
10. Guerrilla Marketing provides you with 100 different marketing weapons; advertising is only one of them, most of them are free.
11. Instead of growing large and diversifying, guerrillas grow profitably and then maintain their focus, not an easy thing to do.
12. Instead of aiming messages at large groups, guerrilla marketing is aimed at individuals and small groups.
13. Instead of being unintentional by identifying only mass marketing, guerrilla marketing is always intentional, embracing even such details as how your telephone is answered.
14. Instead of growing only by adding new customers, guerrillas grow geometrically by enlarging the size of each transaction, generating more repeat sales, leaning upon the enormous referral power of customers, and add new customers.
15. Instead of thinking of what a business can take, guerrilla marketing asks that you think of what a business can give – in the way of free information to help customers and prospects.
16. Instead of ignoring technology in marketing, guerrilla marketing encourages you to be techno-cozy and if you’re techno-phobic, advises you to see a techno-shrink because techno-phobia is fatal these days.
17. Instead of being "me" marketing and talking about a business, guerrilla marketing is "you" marketing and talks about the prospect.
18. Instead of attempting to make a sale with marketing, guerrilla marketing attempts to gain consent with marketing, then uses that consent to market only to interested people.
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