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Quote by Jay Conrad Levinson

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Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness

Guerrilla Marketing, 4th edition provides a comprehensive guide to cost-effective marketing techniques for small business owners seeking to maximize profits without significant investment. more

Author

Jay Conrad Levinson
Jay Conrad Levinson

Jay Conrad Levinson, born in 1933 in the United States, was a renowned writer. He is best known for his concept of guerrilla marketing, which has had a profound impact on the field of marketing. Levinson's work emphasizes how small businesses can stand out in a competitive market with innovative and low-cost strategies. more

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“Customers are wrestling with mission-critical decisions, evaluating solutions that all sound the same, and struggling to achieve the value they expect, when experience has shown them that far too many solutions come packaged with a high degree of risk and a low probability of success.”

“Salespeople are the most vital people in any business. Without sales, the biggest and most sophisticated companies shut down. Sales are the spark plug in the engine of free enterprise. There is a direct relationship between the success of the sales community and the success of the entire country.”

“A hundred years ago-even 20 or 30 years ago-it was possible, if not always easy, to close major business by calling on and satisfying a key decision-maker. Today, every piece of business entails multiple decisions, and those decisions are virtually never made by the same person. Not only do you have to contend with multiple decisions, but the people who make those decisions may not even work in the same place.”

“The traditional selling models, methods, and techniques that most of us have been trained to use work best in small sales. For now, let me define small as a sale which can normally be completed in a single call and which involves a low dollar value. Unfortunately, these tried-and-true low-value sales techniques, most of them dating from the 1920s, don't work today.”