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Guerrilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales (Guerrilla Marketing Series) Paperback – April 1, 1997


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Guerrilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales (Guerrilla Marketing Series) + How to Get the Most Out of Trade Shows + Trade Show in a Day: Get It Done Right, Get It Done Fast!
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Product Details

  • Paperback: 320 pages
  • Publisher: Wiley; 1 edition (April 1, 1997)
  • Language: English
  • ISBN-10: 0471165689
  • ISBN-13: 978-0471165682
  • Product Dimensions: 9 x 6 x 0.8 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #745,338 in Books (See Top 100 in Books)

Editorial Reviews

From the Publisher

The first book to apply guerrilla sales and marketing tactics to the unique, high-pressure environment of the trade show floor. Packed with insider secrets, tips and techniques, it is ideal for any size business that wants to use trade shows as an effective marketing weapon. It covers how trade show selling differs from a normal sales call and how to select the hottest shows for each market.

From the Back Cover

"Follow the wisdom contained in this powerful volume and your treasury will grow and grow. I learned plenty." — Og Mandino, author The Greatest Salesman in the World

"The Guerrilla Group has done it again! Guerrilla Trade Show Selling is the definitive book on how to sell more, faster and easier at trade shows. It is loaded with practical, proven principles, methods and techniques that anyone can use to double, triple and quadruple their revenues at any trade show they attend." — Brian Tracy, author The Psychology of Achievement.

"Guerrilla Trade Show Selling is pure platinum for anyone who has to or wants to effectively work the trade show floor. It's loaded with practical, down-to-earth ideas worth thousands of dollars to anyone who reads and implements its great advice." — Dr. Tony Alessandra, author The Platinum Rule.

"More about trade shows and sales techniques than I ever knew existed. The authors actually turn exhibiting into a profit center!" — Alan Weiss, PhD, author Million Dollar Consulting


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Customer Reviews

4.4 out of 5 stars
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Most Helpful Customer Reviews

55 of 59 people found the following review helpful By A Customer on September 25, 1999
Format: Paperback Verified Purchase
How disappointing. Everything pointed to this book being a winner. But it started out trumpeting how wonderful it is (early warning sign). It stresses to the reader that the book was written specifically for small businesses (which is why I bought it). But it seems to talk excludively to large organizations. How many small businesses have "Trade Show Coordinators" who have to gain "upper management" support? Or have so many departments involved in the trade show that they need special meetings with just that committee? Or need to decide who on the "senior team" will be attending the show? Then the reader is offered these ideas for how to get their hottest prospects to attend the show: give some autographed artwork, sculpture or football to a few top prospects; for other hot prospets maybe Sony Walkmans, briefcases, cameras, etc. Thank goodness the reader is given a few tips on where they can call to hire a celebrety to fly in and join them at their booth or they'd be lost! Yeah, right! Maybe they just define "small business" differently than me. Bottom line? If you're on a tight budget and DON'T plan on increasing it by tenfold for your next trade show, don't bother with this book.
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21 of 27 people found the following review helpful By A Customer on October 18, 1999
Format: Paperback
Whether you're a big business or just starting, when you first pick up this book, you'll find plenty of ideas that you can use immediately to make a real difference at your next trade show.
And like most books that you read, not every idea will work for you. Yet you'll get enough ideas in the first several dozen pages to pay for this book 100 times over. Read the whole book and you'll pay for it more than 1,000 times over. It paid like that for me!
Best of all, the ideas are practical. While the authors suggest where to look for resources, they do so without being commercial.
I've bought nearly every trade show book printed, including all those available on Amazon. Guerrilla Trade Show Selling is the only one that I refer to before every show.
Get it. Read it. Use it. Profit from it.
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10 of 12 people found the following review helpful By A Customer on July 15, 1999
Format: Paperback
I just returned from a very successful trade show and I am thrilled to say that "Guerrilla Trade Show Selling" was the reason. We are a start up with a very limited marketing and advertising budget, but with the help of this book, we were able to get the biggest bang for our buck. I used the information in this book as the "Bible", following almost all of the recommendations to the letter. I have included this as a "Must Read" on my list.
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9 of 11 people found the following review helpful By A Customer on November 24, 2002
Format: Paperback
People that gave this book low ratings probably wrote competiting books. Because there was mixed reviews, I didn't buy it online, instead I went to the store to see the whole thing. Within two minutes of looking at it, I was sold.
I'm an newly appointed advertising sales manager who went to one trade show and saw I needed help. So I bought this book. That was just 4 hours ago, and I already have 4 pages of ideas that I know will help me make a lot more $$$$$$.
I'm just writing this review so you don't get skeptical like I did. Its not filled with useless stuff to add pages. Its pretty good stuff that a relative newcomer to the game will find VERY useful. Hot Shots that know everything already and write bad reviews shouldn't be buying books like this anyway. right?
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4 of 4 people found the following review helpful By Orvel Ray Wilson on February 6, 2009
Format: Paperback
The review above who said, "Only for a 'small business' with a BIG business budget" completely missed the boat. Guerrilla Trade Show Selling is packed with creative ideas that you can use to increase your sales at trade shows, no matter WHAT your budget may be.

Even if you are a one-person business staffing a card table at a county fair, this book can help you avoid the most common costly mistakes (like dealing with shippers and unions) improve your location (just by asking) gather more high-quality leads (by keeping good records) and close more sales (by properly following up). NONE of these strategies cost a cent, and the potential payoff is huge.
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5 of 6 people found the following review helpful By Bill 11 on January 24, 2005
Format: Paperback
This is a great resource! Our team booked over 200 qualified sales leads at our tradeshow with nothing more than the information from this book. So far with the follow up process we have closed 40% of the leads. The only way this book won't work for you is if you won't work the tactics!
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8 of 11 people found the following review helpful By A Customer on July 7, 1999
Format: Paperback
Levinson, Smith, and Wilson teamed up to write Guerrilla Trade Show Selling, one of the best books available on how to make the most of trade show events to effectively market your products and services. They offer a wide range of valuable insight on how to select and use displays, to prepare to meet the public, to make great presentations, and generate follow-up leads.
Written upon the basic precepts of the many previous "Guerrilla" books, this book calls people to action, not merely to show up at trade shows but to take a pro-active attitude about being good company representatives willing to take a bold approach in meeting the consumer public. Considering how much money is invested by companies to set up shop at these events to represent brand-name products and services, many companies cannot afford to do without the powerful instruction presented by these authors.
The authors offer compelling advice such as coming out from behind counters and tables to avoid what could be perceived as barriers to communication, selecting the right people to represent companies, taking care of one's personal hygiene and selection of clothing to make the best possible impression, selecting items to be given away at these events, luring prospects to exhibits, presenting and distributing information, and how to prepare for shows. From pre-show contacts to post-show follow-up this book is loaded with much sound guidance!
Computer and Internet communications technology is making an impact into upon many areas of our lives, perhaps more than we are presently aware of at this time.
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