T. Harv Eker explains using customer financing—pre-selling products/services before purchase or delivery—as a practical, ongoing guerrilla business strategy. He illustrates the tactic with a personal anecdote from over 30 years ago when he and his father used pre-sales (or similar customer-funded approaches) to finance building homes after paying for land but lacking funds to construct houses.
So you pre sell any product before you buy or deliver it. And that's called customer what? Financing. And by the way, this isn't just for initial financing. This is an ongoing guerrilla business rule all the time. Yes or yes. Let me ask you a question. Why should I pay for a product? You're the one who wants it, you pay for it. What's the big deal if you pay for it a little bit earlier? It's your product. Yes or yes. You know, I learned this in my very early years as a builder with my father. I worked with him and we spent almost everything to put money for the down payment for the land. And we had no money to build the actual homes, so we went to an artist. Now this is again, this is about, let's see here, about over 30 years ago. So now this is done all the time. But 30 years ago, nobody did this. You understand what I'm talking? We did it out of necessity. They say necessity breeds creativity. Yes or yes? We had no money other than the money that we put down for the down payment of the land and a few thousand bucks extra, and that was it. To build the houses, nothing. But we had the land, right?
