We make a living as guerrillas. By using the term "guerilla" I mean EMJ (now the department of SYNNEX) fight for business against big gorillas in the field (other agencies). Our competitors are almost 100 times It is our size. EMJ is a Canadian-based, $ 165 million-per-year distributor. We have achieved operating income for the past 80 consecutive quarters. So even though we face a big gorilla as a distributor, we need to. ..
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Guerilla-Marketi
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We make a living as guerrillas. By using the term "guerilla" I mean EMJ (now the department of SYNNEX) fight for business against big gorillas in the field (other agencies). Our competitors are almost 100 times It is our size. EMJ is a Canadian-based, $ 165 million-per-year distributor. We have achieved operating income for the past 80 consecutive quarters. As a big gorilla distributor, though, we do it in our own actions.
If some of your competitors are a much larger business, you may be able to benefit from guerrilla tactics. The principles of operating a guerrilla organization are different from those of operating a gorilla organization. As guerrillas, we are hiding from our competitors. I find out what they are doing well and let them do it. At the same time, I look for the serviced markets below and get to these markets quickly.
Gorilla takes the heads of all its competitors on trying to smash the competition. Sometimes this takes the form of a price war. Sometimes it takes a major extended, pulled out investment. This works as long as you are the same size, or larger than the competition. After that, you can have such a long fight, sap power, and ultimately profit.
It is a gorilla that companies think that there are many molds. It is a certain death to fight gorillas unless they can endure the siege. Any time we hire a person with the gorilla-company background, we look at that person to make sure that they are taught in appropriate tactics and coaches. Make sure you have a business model of understanding.
My 8 favorite guerrilla tactics are:
1-Act quickly. I use the size of my company for my benefit. In a computer business that can act fast, this is a huge asset. Things move fast and change so rapidly that being the first to the market is a huge advantage. Large companies do not react immediately. Develop a reputation for being the first-get the attention of customers.
2- Welcome small occasions. Gorillas tend to say "no" to manufacturers who don't think they can do a significant amount. But the small opportunity rejected by the gorilla can be a very valuable opportunity for guerrillas. For EMJ, the $ 1 million per product line is a big enough opportunity to get my first string attention. In your business, look for the right size opportunity for you. Frequently, it is a smaller opportunity that has the best promise. Gorillas leave you alone. There is always a right-sized opportunity for any size company. Knowing your right place in the market will help you flourish.
3- Get concentrated. It means a high heart, but it is less maker in the sale item than the stock. The smaller our product list, the more powerful we become. We know a little about a lot. In other words, we know the products that are selling more than Gorillas, and become a sales tool for not only the orderer but also the reseller. Some of the telephone services are by specialized business areas that are more focused and focused.
4- Be more flexible. We can more easily adapt to our customers and suppliers. Trying not to be ruled by. The larger your company, the more likely you are to have a policy, and some will be needed. As the freedom to sell will dramatically improve. Do you take advantage of competition in a certain area with companies that are neglected?
5- Get smarter. This sound can also be embarrassing. Because we are smaller, we can look more attentive and make sure that we are making good business sense business. We do not just take another manufacturer to increase the size of our line-cards. It is not just a good business sense for us. That is the way we have to think.
6-Lower your overhead costs. For some reason, most companies seem to choose more expensive offices and furniture as they grow. This forecast tends to increase the cost of all areas of the company where distribution can, at the current margin level, be able to get sick. At EMJ, we buy quality used furniture. We are in the suburbs of Guelph with low land and tax costs. Our capital base is high enough that the cost of capital is lower than part of the gorilla. Is there an area that can be a lower indirect cost than your field gorilla? The cost is always added to the bottom line.
7-Foster Staff Loyalty-One great benefit Guerrillas are the motivations to attract good people, and the ability to maintain that they have on the gorilla. This is mainly because guerrillas are more flexible, easier to work, and allow people to feel more accomplished. I have always found that there is great power by respecting small people and my people and treating them not only as numbers. Gorillas can try to do this, but it is difficult to copy you.
8- Just Gorillas. We prefer to enter market areas we can rule and specialize in. We may not be the largest, but in certain niches, we rule. As long as we are the largest in the area, we can act on that part. We can perpetuate the price and overservice competition forever. Learning in your market is also often unseated impossible.
9-Personal. It has to be one small organization. People buy from people. Promote relationships that help sell. Part of our personal way is to show our customers how the market and products are making money. I spend more money than my relationship with a cement customer.
Summarizing the 10-Opportunistic-Guerilla Strategy is simply opportunistic. Take advantage of the opportunities that the gorilla can not do. There are many companies that remain profitable by being opportunistic.
In summary, think of guerrillas unless you are huge. Proper guerrilla tactics for your size win any battle.
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