Building a relationship with our clients allows us to achieve a very important status level with them. We do our best to create a vital role for ourselves with each of our clients: the role of trusted advisor.
Being a trusted advisor means being a partner with your clients, a partner they can turn to when they need advice on things that are important to the marketing of their business. When offliners approach a business, it is likely that we're approaching them with the objective of selling them a product or service that will help them increase sales, land new customers, and/or improve profitability. In order to do become a trusted advisor, we need to provide actual value.
So how do we provide value when a client needs help in achieving those business goals I mentioned above? By being ready to help them make the right choices whenever we can. To that end, I want to recommend a Kindle edition book that I feel will help you become much more educated about profitability and will help you advise your clients on making the right choices in promoting their businesses:
Amazon.com: Groupon: You Can't Afford It--Why Deep Discounts are Bad for Small Business and What to do About It eBook: Bob Phibbs: Kindle Store
(Not an affiliate link)
This should be REQUIRED READING for all offline marketers. This book is a quick read, and provides you with a lot of information that will help you better understand the owner's side of marketing their small business through daily deal offers like Groupon. Since daily deals are currently a big thing that is tempting business owners in a tough economy, the more you know about how these offers work and how they affect the bottom line of a business the better you can become a trusted advisor to your clients.
I have no affiliation with the book or the author, but as I read this it occurred to me that there is a pile of really good information within that offline marketers could use to help themselves create actual value for their clients.