I have a client in Kansas City and they are in a very competitive industry where everyone’s product is the same, so they need other ways to differentiate themselves from their competition. A few months ago they were working on a large deal and the Account Manager asked his Sales Manager to go with him to take the prospect out to dinner. During the course of dinner as they were talking, the prospect mentioned that she had a horse and that the horse loved to eat carrots.  As the dinner meeting was winding down the sales manager excused himself and went to the kitchen where he was able to get a “doggie-bag” with carrots in it. He then wrote a personal note on the bag, addressing the horse by name and saying who it was from. He came back to the table and presented it to the prospect and she was floored by the gesture. All of the suddenly they had differentiated themselves by using a little time, energy and imagination and knowledge. The result was an 8 Million dollar order!

It is not hard to develop the guerrilla mindset; you just need to always have your antenna up, looking for your “8 million dollar carrot.”

Doc Pratt

Certified Guerrilla Marketing Coach