OK, before we go any further, let’s agree on one thing. There’s no such thing as ‘hands-free offline success.’ That’s something that people seeking get-rich-quick scams believe in. You’re not one of them are you?

Now we’ve got that out of the way, let’s get to what needs to be done. It’s quite simple actually, but don’t take my word for it…yet.

You Already Know Whether You’ll Succeed This Year or Not

How’re things shaping up as we close out week 4 of 2012? I hope you do realize that your trend over the last four weeks is a fairly decent indicator of how you’re likely to invest your resources this year overall?How would you like to have more time away from your offline consulting business this year, but, at the same time, experience an increase in how much you make?

You can, and part of my goals this year is to help you make it happen.

As I write this post, I’m currently vacationing with my wife after settling the kids back into college. We’re back on Friday and we are focused on starting the year right.

The Theme for 2012

This year, you may have noticed that the theme for success I’ve been spreading is simple:

“Implement what you already know”

…but first you have to be clear about what you do and don’t know before you go seeking help with implementation.

Back in 2007/8 when ‘offline meets online’ was gaining momentum there was a lot to be uncovered. That era has long gone, and with a handful of strategies and tactics you can certainly have the lifestyle of your dreams.

The implementation of your knowledge is the key to your success. There are no secrets. Everything you need to get more clients is already available. If only you would implement.

The missing ingredient if you’re not moving upward and ahead is you and a lack of willingness to implement.

Make a Choice Today

When I decided to focus on businesses and professionals that face similar problems to those I faced in going from unknown local business and ‘offline’ consultant to where I am today, its implementation that made all the difference.

You absolutely must be clear about what to do with the information you possess.

Business owners are indeed paying large sums of money on a regular basis in their search for solutions to their problems. If you want some of that money, you must get to know how to apply what you know to their individual situation.

You must know how to put what you know into action and that’s the gap that you have right now.

But that’s not all…

After knowing how to put what you know into action it doesn’t end there. You still have the business part.

The ‘Business’ Part of Local Business Consulting

What do I mean by “the business part?”

In my business and what I teach is that it’s about 5 specific things:

1. Identifying a hungry and profitable market
2. Getting past gatekeepers and in front of decision-makers
3. Making effective and compelling presentations
4. Closing sales
5. Retaining more of the business you have

You’ve got to be able to run your offline consulting business like a real business, which is what it is or at least what it should be, and not like an internet/part-time hobby like so many people involved in offline consulting have been and still continue to do.

You need to know how to keep your books, keep accurate records, and data on WHAT you’ve done, WHAT you’re doing, and WHAT you want to do in the future.

(TRUTH) How well you succeed (or how badly you fail) as a local business consultant is largely dependent on all of these things.

Of course, the more educated (knowing the right information as opposed to misleading and theoretical information so readily available and common nowadays through special offers) and the more prepared you are, the better chance your chances of achieving the success you not only DESIRE, but that you are capable of.

But education and preparation themselves, is just not enough.

APPLICATION, the actual IMPLEMENTATION of what you know and what you’ve prepared carries much more weight than anything else.

How much have you IMPLEMENTED with the time you’ve had available so far this year?

If you’d like some honest implementation feedback, share your biggest challenge below and I will share my thoughts on how to overcome it.

Over to you!

BAYO

I conducted a teleseminar event for another line of business for professionals that run their own professional practices (http://MakeMyPracticeFamous.com)

The theme was on why Traditional Marketing Doesn’t Work

I’d like to share this bonus recording on that topic with you, so you can understand why traditional marketing doesn’t work and how you can explain this to your offline local business clients too. When you do, you position yourself as a thought leader and someone credible.

It’s yours for free

BAYO

Download audio file (BAYO-Why-Tradiional-Marketing-Does-Not-Work.mp3)

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Dear fellow Offline Guru,

Normally I open most of my conversations with a question: “Are you doing everything you feel you know how to do but you’re not getting the results you want?” – The reason why I use this opening is simple. It works to help people decide if the next bit of information is for them or not.

This is critical if you’re going to be successful with using the information and recommendation in this audio cast.

In a Hurry?

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If you’re in a hurry here’s what you’ll discover in this audio cast.

From talking with business owners and conducting regular monthly surveys, it’s a fact that local business owners dislike vendors and other suppliers that take up their time letting them know about their own opinions about Facebook, QR codes, Google+ etc

Why?

Because they just don’t have any time or interest in spending their valuable time hearing you talk about when you formed your offline marketing business, how many ‘employees’ you have or why you’re the ‘real deal.’  The quickest way to lose a sale you don’t even have yet is to do exactly that!

Local business owners aren’t interested in you or your spectacular, problem-solving offline small business…and I’m not kidding.

If you look closely at my face you’ll see I’m not smiling!

Just like you and me, these folks are selfishly interested in solving the problems they have in growing their local business and making money – but here’s the catch and the truth that you can use to your advantage.

The only way that they can solve their problems is by discovering new and relevant information. To learn new information it needs to be taught to them.

That’s where you come in and what you’ll discover in the audio cast.

The 4-Step Transformation Process

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Listen to the audio to connect the dots…

1. The importance of uncovering the 3 biggest industry or niche problems of your target market.
2. Uncovering your specific offline prospect’s biggest pain point through questioning (I use and teach 2 systems for keeping this ‘on point,’ increasing the likelihood that their needs practically beg for your your offline solution. One of the O.P.E.N 20-part question system, the other I’ll keep under lock and key for now).
3. Offering the solution which, if you’ve done your homework should be relatively easy to do.
4. The importance of allowing time for what you’ve shared with them to sink in

Look, listen to the audio and you’ll ‘get it’ much easier than anything I could write about it.

Enjoy and be sure to leave your comments below.

Audio Training

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Download audio file (Teach-and-Attract-Offline-Clients-BAYO.mp3)

BAYO

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Would you like to remove the guess work from planning how to attract the right type of local offline client YOU prefer working with? If your answer is “Yes,” then you’re in luck!

The best type of Offline Marketing consulting business that you could ever own is one that ‘attracts’ clients naturally. Having that kind of business is like Offline Marketing itself…simple, but definitely not easy.

When I got started in local business consulting (after kicking around and not really getting anywhere for all my honest efforts) I decided that I had to re-evaluate what I was doing or get out of the whole offline thing.

Life is too valuable to waste it on ‘dabbling’ when you’ve got responsibilities, you could be dealt an unfair hand by the economy at any time or if you want to improve the quality of your life before it’s too late.

Here are some of the outcomes you’ll get from implementing the contents in this program:

• You’ll easily uncover and find your very own profitable offline consulting ‘niche’
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• By following simple steps, you define your winning USP for your offline business, so that your most ideal local business prospects are naturally drawn to you
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• Answer a list of specific questions (that you need to ask yourself), so that you eliminate any guess work from planning and setting the foundation the successful foundation of your entire offline consulting business
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• The 2 things you need to know before as you plan or re-plan your offline business so that local businesses are more likely to invest in themselves with you rather than the competition

The exclusive workbook for the workshop provides you with 8 steps/questions.

When you complete the exercise, you have your own marketing planning blueprint that you can put into action immediately to increase your visibility and generate genuine interest for your offline business. It doesn’t matter what you may have tried in the past that hasn’t worked.

Workshop contains:

• Workshop Audio
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• Workshop Workbook

Download ‘How To Stop Struggling To Attract Local Business Clients: Workshop 1 – Planning here

To your success!

Bayo

When is ‘The Right Time for You?’

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The right time is now guys. If you’ve been struggling to either get up and get going or you seem to be doing everything you know but this ‘Offline Marketing thing’ isn’t working out for you and you’re feeling like it’s never going to happen. no matter how much you want it, then this is for you.

If you’re doing OK and everything is working out, you really shouldn’t spend anytime watching this presentation. It’s a presentation like no other and it’s either going to resonate with you or you’re going to hate the fact that the lies, tricks, myths and bad information has now been made public.

You be the judge…
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Download the audio MP3 here

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It’s time for the truth to be told.

Feel free to leave your comments below.

BAYO

Continuing in this series on how to not let the issue of ‘no credibility’ get in the way of attracting all the local business clients you want, I want to share with you 4 things that you must consider when you’re selecting which local business owners to work with.

Why?

First of all because your time is way too precious to be chasing after dead-end local offline leads and what I refer to as “going-nowhere” business owner prospects.

Secondly, the wrong types of local business owners are the ones you’re more likely to have issues of credibility with. They’re the ones who ask you the awkward questions.

You can only afford to spend your limited time with ‘qualified’ offline prospects.

So who is a ‘qualified’ offline prospect?

It’s a business owner who meets all of the following 4 criteria:

1. They have a need for your Offline Marketing services
2. They have a clear desire to improve the way their local business currently operates
3. They’ve got the authority to make buying decisions
4. They’ve got money to pay you for your Offline Marketing consulting services

No matter what you’ve read elsewhere, if you settle for anything less than these 4 at the very start, you’re wasting your time.

With your marketing and lead generation you will have people calling you in response to your outreach.

Once a local business owner prospect gets in contact with you because they want to know more about what you do and how it can benefit them and their local business, you’ve got to carry out some initial business analysis.

To save you time and effort, I recommend that you do it by phone. It not only saves you time and effort but it also fits in with the overall strategy of only investing time with local business owners who are pre-qualified for you and your Offline Marketing business.

Do this BEFORE you agree to meet with them in person (if you’re going to do this) or carry the discussion further.

This is NOT the same as cold-calling because they’ve shown an interest in your solutions.

People who meet the 4 criteria above are proven to be less concerned about any perceived question about your credibility.

Those are the 4 things I promised to share with you. Now go do your thing!

There’s no escaping it. To be successful you need credibility, but what happens if you’re just starting out or entering a new target market.

You’ve got to face this “necessary evil” of being ‘new’ at some point.

When counseling people who are new to Offline Marketing consulting, one thing that comes across very clear is that when you’re just starting out, either from scratch or entering a new target market, people feel anxious and even fearful.

That’s unfortunate because it’s important to always remember that every person in business, in every type and size of local business, no matter what products or services they sell, they all had to begin somewhere.

You know that local business owner prospect that you’re apprehensive of discussing how to solve their problems with? The one that you hear is ‘always buys’ and ‘doesn’t have time to listen to someone discussing marketing’, that person too started somewhere. They too were once a noob at some point.

So you’re new to Offline Marketing or new to a particular target market. So what?

Being a starter in business isn’t anything for you to be ashamed or afraid of. The worst thing you can do is actually cover up, hide or even worse, not yet started because on a deeper level you’re trying to avoid being ‘new.’

“Stuff that!” is what I say!

But…having said that you shouldn’t be ashamed or afraid of being new, it isn’t something that you should particularly go out there and readily bring up on your own or broadcast.

What happens if a local business owner prospect of yours happens to raise the topic? You’ve got no choice other than to address it and you’ll discover how to do that in a later update.

For now realize that there’s noting wrong with being new. It’s when you believe there is and you try to fake it that you get into trouble, and I’ve seen that happen before.

For now, to start to create a strong foundation for your expertise and those big checks that you have the ability to earn, the best thing you can do is select a target market you want to focus on over and above all others.

This will pay off big time and actually save you a lot of the problems you might otherwise have faced with getting local businesses to buy into your solutions.

If you already have one then that’s great.

For those of you who are ‘future-thinkers’ and want a fail-proof system laid out right now, the 7-step  process (at a high-level is as follows:

1. Identify Your Target Market
2. Identify Your Ideal Local Business Client
3. Become Highly Visible
   
4. Develop Multiple Ways To Generate Interest So The First Step Can Be Taken Easily
   
5. Get Good At Converting Interest Into Sales
6. Make sales
   
7. Keep More Business Owners As Ongoing Paying Clients
   

This is what I do in my Offline Marketing consulting business and it has worked for me and countless others. No matter WHAT you plan to offer, this process guarantees you’ll succeed.

These are my key areas of focus because, without these working for you, you simply don’t have a business. This is about your strategy. You Marketing Strategy is what makes you money, not the actual service, widget or social media product or service you sell.

Remember, if you’re not making regular sales, the problem isn’t that local business owners are not buying. The problem is the way your business is structured. Too many Offline Consultants are rushed and want to go from unknown to step 6. While you may be able to achieve this once in a while, it certainly won’t be enough to sustain a business or create any reliable income for you.

For now, if things don’t seem to be going great, you should forget Facebook, Google Places and go back to the start to see where you might have missed a few key steps.

I wish you nothing but success!

BAYO

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Attract and Impress Local Business Prospects With Seminars (Training Teleclass) >>>

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Comment: There is nothing to buy. Rather than take on more ‘stuff’ you’re going to discover what you need to do in order to do less and earn more (we’re talking about creating a $100,000 a year foundation for your business in the next 30-90 days, if you’re focused. In the video, you’ll see me live, putting my money where my mouth is and I challenge you to take a critical look at your business and take action
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Which of these are you currently struggling with right now?

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1. Becoming ‘known’ to local business owners?
2. Attracting new local business clients?
3. Getting local business owners excited about you and your business?
4. Selling to local business owners or just getting them to buy from you?
5. Retaining local business clients?

If you can identify with one or more of these, then you should watch the presentation below to the very end because I struggled with all of these too and reveal how to overcome these problems.

Remember, you’ve got NOTHING to buy.

Rather than keep reading more and more about how to solve these problems I decided to take action. In the presentation you’re going to see me do what I advise you to do…’Practice What You Pitch‘ – This is arguably the most effective way to be successful

It’s the easiest and fastest way that I know of to become a recognized local business consultant in the eyes of your most ideal local business clients.

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Now you know what to do.

If this post inspired you in any way, leave a comment below

BAYO

Are you?

I’ve got a trick question for you….

What do you think is superior? A salmon sandwich or a filet Mignon?

Most people answer “filet Mignon.”

However, filet Mignon isn’t better than a salmon sandwich.

Neither is a salmon sandwich better than filet Mignon.

Here’s the mistake most people make….

If you picked “filet Mignon,” you SHOULD have said “I LIKE fillet Mignon better” … and not “fillet Mignon IS better.”

One is not inherently superior to the other. It’s a matter of personal taste.

You like filet Mignon. So to you, filet Mignon is better.

But I like salmon … so to me, it’s not.

So … what does this have to do with your Offline Marketing business?

A lot.

Every business needs a Unique Selling Proposition, or “USP” …  a reason why customers should buy from YOU instead of from your competitors.

Do you know what the weakest USP is?

It’s “we’re better.”

Better, you see, is nonspecific … and it’s difficult to prove.

You say you’re better. I say I’m better.

It’s difficult to prove … and just SAYING it causes prospects to disbelieve you.

Also, better is such a general term, that it has little meaning.

It’s the same thing with the overused phrase “quality.”

So how do you create a unique selling proposition that actually gets people to want to buy your Offline Marketing consulting
services (or consulting products) instead of your competition?

There are lots of methods, here are some of them.

The first is to focus on a feature of your offline consulting product – One that is different or unique, AND that delivers an important benefit to your local business owner and their business.

Examples from winning businesses:

* Crispix cereal – the manufacturer didn’t say it “tasted better.” They said Crispix “stays crisp in milk” … a benefit consumers wanted.

* Wonder Bread – “helps build strong bodies 12 ways.”  They didn’t say it was better tasting or more nutritious. They just said Wonder Bread built strong bodies in 12 ways.

The second way to create a USP with selling power is to narrow the target market – that is, to focus on a specific market niche.

If you’ve followed me for any length of time, you know that I focus On Local service businesses e.g. Chiropractors, Dentists, CPAs,
Attorneys and so on.

For example, there are thousands of ‘business development consultants” out there, including now, ‘Offline Marketing consultants…all fighting for the same local business from the same local clients.

But a good friend and mentor of mine, John Blackham, is a consultant who doesn’t fight for clients and I’ve followed his winning approach with big success in Offline Marketing consulting.

John has all he can handle … and potential clients waiting in line to hire him.

Why?

Because he is not just a business development consultant….

He is a business development consultant specializing in working with local Dentists.

It doesn’t hurt that, before becoming a business development consultant to professional services businesses, he owned one of the

largest and most Dental practices in town. If you were a Dentist looking to build your practice, who would you want to work with – John or a consultant who says he can help you but has never worked with a Dentist before?

The third way to create a winning USP for your Offline Marketing consulting business is through branding.

The branding approach usually takes a massive, costly advertising campaign that you probably can’t afford as a local small business
yourself, although there are ways to shortcut this, such as with a local ‘celebrity’ spokesperson.

A great example (on a much bigger scale) that you might be familiar with is the George Foreman grill….

I know abut grills because I love steak and this, in my opinion, isn’t the world’s best grill, neither do I recall the manufacturer making
this claim in their commercials…and trust me, I’ve looked!

However, it is the ONLY grill you can purchase with the name “George Foreman” on it. So if you want a grill that cooks good food, you can get it lots of places. However, if you want a “George Foreman” grill, you can ONLY get it from the George Foreman grill company.

You can’t confidently promote and sell yourself without a strong USP for your Offline Marketing business.

If you try to, you’re going to struggle and end up frustrated. This is What I tell my coaching students on my high-priced offline coaching programs.

After all, if you don’t have the reason why local businesses should invest in your Offline Marketing consulting solutions instead of competing services at the tip of your tongue … how will you persuade local business prospects to invest in what you’re offering instead of going to your competitors?
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When formulating a USP

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When formulating a USP for your Offline Marketing consulting business, start by asking yourself these questions:

• What is different about my Offline Marketing consulting product that delivers an important benefit to the local business owner and their business?
• Is there an industry, business application, or other niche I can specialize in?
• Is there a way to brand my Offline Marketing business or consulting products in a unique fashion with appeal to local businesses?

Action step

Come up with a USP for your Offline Marketing consulting products or service this week.

Go do it

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