Every guerrilla knows that the number one factor influencing purchase decisions is confidence.
The road to confidence is paved with credibility. Having the lowest price won't help you much if your prospect doesn't trust you in the first place. Offering the widest selection and the most convenience won't aid your cause if your prospect thinks you're a crook. You've got to face up to the glaring reality that prospects won't call your toll-free number, access your website, mail your coupon, come into your store, visit your trade show booth, talk to your sales rep, talk to you on the phone, or even accept your generous freebie if they aren't confident in your company. Time zips on by.