Orvel Ray Wilson, CSP keynotes the 2012 Concessionaires Conference for Malaysia Airports Holdings, in Kuala Lumpur. This audience consists of vendors who have retail store, restaurants, or kiosks in Malaysian airports.

1. Selamat Pagi,
Selamat Datang
“GUERRILLA RETAILING”
Malaysia Airport Holdings
September 20, 2012
Orvel Ray Wilson, CSP
GOOGLE me
THE GUERRILLA GROUPinc

4. If you’re going to be texting:
• I’m listening to @OrvelRay
Wilson who is teaching us
about Guerrilla Retailing
and it’s fantastic.
#MAHB
THE GUERRILLA GROUPinc

5. What do we Mean by
“Guerrilla”?
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6. The most successful marketing series in history:

7. What do we know about airport shoppers?

8. • They are on their way TO
somewhere
• They have limited time
• They are looking for last-minute or
forgotten items
• They often have a negative
perception of value
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10. 5 Things Every Customer Needs
• Feel Welcome
• Feel Comfortable
• Feel Important
• Feel Understood
• Feel Appreciated
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11. The Need to Feel Welcome
• Break the “Force Field”
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12. “Force field” example goes here

15. The Need to Feel Welcome
• Break the “Force Field”
• Put everyone in “uniform”
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17. The Need to Feel Welcome
• Break the “Force Field”
• Put everyone in “uniform”
• Greet at the Door
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19. The Need to Feel Welcome
• Break the “Force Field”
• Put everyone in “uniform”
• Greet at the Door
• Smile first
• Maintain eye contact
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20. The Need to Feel Comfortable
• Offer your name
• Use theirs
• Never ask, “May I help you?”
• Ask, “When is your flight?”
• Ask, “What can I help you find?”
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21. The Need to Feel Comfortable
• Comfortable seating
• Play area for kids
• Luggage Storage
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22. The Need to Feel Important
• Listen
• Use Verbal Attends
• Ask LOTS of questions
• Never make them wrong or stupid
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24. The Need to Feel Understood
• Use signposting to match their
criteria
• Ask, “Is this what you had in mind?”
• Never let them handle the product,
unless . . .
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25. JVC GZ-E10A

26. The Need to Feel Appreciated
• Give them something extra
• Thank them at the end of the
transaction
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28. Traffic and Closing Ratios
• Average cost to bring a customer in
the door can run as high as RM600
• If a customer doesn’t come back
you’ve lost money on them.
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29. Traffic and Closing Ratios
• Track conversions
–Door-beam counter
–Develop a formula
–Post ratios daily
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30. Spiffs and Incentives to drive
desired behaviors
• First sale
• Biggest sale
• Most Items
• Smallest sale
• Last sale
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31. 5 Simple Steps to Train:
• Greeting
• Qualifying
• Suggesting
• Cross-selling
• Closing
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33. Terima Kasih!
• Friend me on facebook
• Join my network on LinkedIn
• Follow me on Twitter @OrvelRay
• Coming back in January
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34. Blank Slide

35. Blank Slide