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B2B Strategy

Written by: Jay Conrad Levinson

Article Overview: Guerrillas are aces at obtaining things for free and also very wise in the ways they'll part with one thousand dollars.

B2B Strategy

Guerrillas are aces at obtaining things for free and also very wise in the ways they'll part with one thousand dollars. To take 600 dealers from around the nation on a factory tour with a free lunch tossed in would be far to high an expense for Fossler Special Markets Company of Illlinois. So they mailed an invitation to receive permission to send a package containing a can of chicken noodle soup, a mug, a packet of cocoa and a bag of potato chips, plus a video of a nine-minute factory tour. A full 120 of the dealers granted permission, and 50 of them increased their sales 40% or more during the next two months. Cost of the entire campaign: $1,000. Not free, but definitely a guerrilla bargain. Think barter. Think co-op. Think creatively.

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Article Tags: aces, bargain, chicken noodle soup, cocoa, free lunch, guerrilla, invitation, potato chips, thousand dollars



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