Offline Marketing: The Naked Truth About Your Numbers

by Bayo
15 replies
Do you know the numbers in your Offline Marketing consulting business? Maybe you're like me and you particularly don't like numbers, but in Offline Marketing consulting like any other business, you've got to know your numbers.

Know Your Numbers
Here's a Simple Guide


You could be forgiven for assuming that your local small business consulting practice, or what we fondly refer to as "Offline Marketing consulting," is going to be so successful, it'll be like as some people have mentioned in their marketing pieces, "like an out of control ATM spitting money at your feet!!!"

Even if it's going to do that, you'll still have to count your money right!

While it certainly isn't a stretch of your imagination to believe that you can make money (and good money too) from working with local small businesses delivering outcomes that are quantifiable and also measurable, on the other hand its also true that you're going to require a fairly decent, smooth and effective sales system for you to generate a consistent flow and amount of money into your business.

Let's Crunch Some Numbers...

You're going to need to finalize at least a couple of $5,000 business deals each month for you to make $5,000.

I'm making a wild assumption that 50% is your net margin. For you to get two local small business owners to say "Yes" and follow through on it i.e. everything 'done and dusted,' dotted line signed or agreement made.

It's going to require, by my calculations and general experience in my world where I'm based in the US, about ten discussions with local business owners who are 'warm prospects' every month.

That's a fair deal especially with the logistics that surround this and it's why I started to incorporate weekly auto-scheduled teleseminars and webinars into my marketing.

You can do this too and there are a number of good solutions for running these here on the Warrior Forum. This doesn't mean that you won't also have in-person discussions but it means you can have one-to-many presentations and filter people out early on in the process.

Unless you do the right things in the right order ahead of time, I can tell you that locating ten warm leads a month can be a big challenge for you.

This is why treating what you do in your Offline Marketing consulting as a real business isn't just a good idea, but it's the only way to go for you to give yourself a chance of success.

You might enjoy doing what you're good at but you can't ignore the 'numbers.'

That's the Naked Truth!

BAYO
#bayo #marketing #naked #numbers #offline #offlinemarketing truth #the naked truth #truth
  • Profile picture of the author sharp
    I think your numbers are more than fair... and your closing rate (and $$$) is higher than most any nOOb can pull off. The thing I think is funny is the confusion about how much work it is to really deliver (well) on what you promise them. (The best idea is to be very careful what you promise against how much they are paying you.)

    I find it is best to decide what you want to work for per-hour and then go backward. Sort for lost time and prospecting time. Compare that number against market rates. You either have a solid offer (and a raise!) or you need to figure some other things out before you present (change your offer/pricing).

    Cheers Bayo. You rock.
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  • Profile picture of the author silotiko
    Bayo - lets HOPE this post stays and doesn't disappear anytime soon!!! I have learned more from your posts then some WSO's that I have purchased . . . THANK YOU and I have the same sentiments as sharp said above - YOU ROCK!!!
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  • Profile picture of the author High Horsepower
    Originally Posted by Bayo View Post

    Do you know the numbers in your Offline Marketing consulting business?

    You’re going to need to finalize at least a couple of $5,000 business deals each month for you to make $5,000.

    It’s going to require, by my calculations and general experience in my world where I’m based in the US, about ten discussions with local business owners who are ‘warm prospects’ every month.

    Unless you do the right things in the right order ahead of time, I can tell you that locating ten warm leads a month can be a big challenge for you.
    This is why treating what you do in your Offline Marketing consulting as a real business isn’t just a good idea, but it’s the only way to go for you to give yourself a chance of success.

    You might enjoy doing what you're good at but you can't ignore the 'numbers.'

    That's the Naked Truth!

    BAYO
    Hi BAYO,

    I'm a numbers guy, in fact, you can call me a fanatic. Once you know your numbers/metrics everything in marketing is EASY. Very few do this, including small business owners. When I sit in front of SMB all I talk about is numbers, numbers, numbers. I'm more analytical type of person so I talk numbers and back it up with emotional logic.

    For me, offline marketing is so easy it's pathetic. People make it way too hard. Know your numbers, implement your ideas, then count the cash. It's that easy, really.

    When you speak of $5,000 clients, are you talking Lump Sum or Annualized? I have a method that gets me clients (not prospects) every day. I can get several clients a DAY that pay me on average $297 month. With a setup fee of $297 + 12 months that's annualized $3,841.

    I'm too busy with my brick and mortar businesses to get more than one to two new clients per week. I'm leaving tons of money on the table, but I'm so comfortable with my other two businesses that it's hard to walk away.

    I find it much easier these days to get their trust with less than $300 month, then I can upsell whatever I want after I have built a relationship.

    With that said, I have a small herd of clients so I'm lazy in taking on a new client. I have two brick and mortar businesses so my time is limited as to how much offline time I can invest. If I had to get a SMB to give me $5,000 upfront/lump sum those numbers you talk about would be much harder to achieve.

    I've been thinking about selling off my two retail businesses and going full time offline.

    I met someone recently who started doing offline marketing in 2007 to SMB's. 2010 he did less than $2M, for 2011 he told me his company is on track for over $5 Million. I almost fell off my chair when he told me that. He basically offers a 1 page website with local SEO and gets clients listed in directories.

    Here's the kicker, I've been doing offline since 2003 and I was teaching this guy some of my tricks. When he told me his numbers I felt like ****

    I researched his company and sure enough everything he told me was correct. Unbelievable, this guy wasn't even good at internet marketing, that's what ticked me off.

    I've never ran a business doing only Internet/Offline type work so I'm not sure of the business structure. The two businesses I have now are very structured, guaranteed income, stable, and I know inside/out how to run them.

    I've often wondered how larger type offline companies run their business and what their profits are. My net profits are over 80%, I run it myself with outside VA's. I know if I had to hire full time employees in the US, get an office, pay benefits, etc... my profits would probably fall to 25%.

    Maybe you could give me some insight? :confused:
    Signature
    Never give in--never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy. Sir Winston Churchill, Speech, 1941, Harrow School

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  • Profile picture of the author Adrian John
    High Horsepower maybe you can share some tricks with us, the ones that don't have any clients yet . i've sent you an pm some weeks ago but maybe you didn't found the time to answer.
    I would love to get 1 client/week paying me $300/month.
    Would you coach someone to get started and get some clients ?
    Do you only get clients from your local area?
    What methods are u using?
    I am trying to get business from abroad, from US/Ca/Uk,Au as i am in Romania and meeting in person with them won't be possible.Do u think there is any way i could do it?

    Thanks Bayo for the insights.You shares are real value for us here. The Naked Truth is just mind blowing , i love it.
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    • Profile picture of the author High Horsepower
      Originally Posted by banditu View Post

      High Horsepower maybe you can share some tricks with us, the ones that don't have any clients yet . i've sent you an pm some weeks ago but maybe you didn't found the time to answer.
      I would love to get 1 client/week paying me $300/month.
      Would you coach someone to get started and get some clients ?
      Do you only get clients from your local area?
      What methods are u using?
      I am trying to get business from abroad, from US/Ca/Uk,Au as i am in Romania and meeting in person with them won't be possible.Do u think there is any way i could do it?

      Thanks Bayo for the insights.You shares are real value for us here. The Naked Truth is just mind blowing , i love it.
      Sorry for not responding yet. My brick and mortar business are very busy in summer, can't even takes my kids fishing for a day I'm so busy.

      Most of my clients are local, although I have some who were referred far away.


      My #1 method is face to face, but I have a unique twist to get the prospect to call me. I can show you a method to get one client per day paying you $297 month on average, almost $4,000 year. I charge one client $997 per month for the identical method and work as a $247 client.


      I know people from Romania, Czech Republic, Lithuania, and other countries who do offline marketing. It's not nearly as easy as being here in the States. Making money here is a piece of cake. I'm not sure if I'd make a dime where you're at.


      Yes, my method does work via email, telephone, direct mail, etc... to get clients but it's not as effective as meeting in person. I would be more concerned about your language issues (if any), time zones, and trust issues.


      My tactic gets me in front of business owners who have a tremendous sense of Urgency to use my services. They literally need to hire me within 24 hours, lol. If they don't they're screwed.


      You could visit the states for about 3 months and pickup a ton of clients. Then move back to Romania after you have built up trust, referrals will follow.

      Marketing for Local Offline type work in my opinion is much harder if you can not meet personally at least one time with the owner. Most of my clients I only meet a few times, then it's email, telephone communications.

      I've had one client for years who only lives 15 miles from me and I haven't seen him in several years, yet I talk to him on the phone several times a month. I make a $1,000 month from him. When I first landed his account I met with him multiple times in the first few months.

      If you lived in the US, CA, UK my method is awesome, a real money maker, not some hyped up short term tactic. Unfortunately I don't have any experience marketing to foreign countries. Wish I could be more helpful.
      Signature
      Never give in--never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy. Sir Winston Churchill, Speech, 1941, Harrow School

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      • Profile picture of the author omurchu
        Originally Posted by High Horsepower View Post


        If you lived in the US, CA, UK my method is awesome, a real money maker, not some hyped up short term tactic. Unfortunately I don't have any experience marketing to foreign countries. Wish I could be more helpful.
        Have to agree with Banditu. it is very hard to get JVs with people in the US. I have tried offering services if they can sell a client but so far no luck. Posted here, oDesk, Elance etc. I think maybe it is a trust issue - you are not based there and they think maybe this is a rip off.

        It's a pity as there seems to be plenty of business in this area in the US and many cannot fulfill the work for the clients.

        Still high horsepower - would love to hear your method as maybe I could implement in the UK and I have someone in Canada interested in a JV.

        Thanks for some great info.

        Frank
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  • Profile picture of the author wealthyminds
    High Horsepower, I totally agree with you on your last post..

    I am from India, and am providing internet marketing services since 2006. Started off with small gigs as a freelancer (as i was in college) and then I worked for a big internet marketing company (where I learnt how to do fancy reports and client management), quit the company (crappy salary) and started my own business with just 3 employees in early 2009. Now I have 12 FTEs (in my India office) and a good client base, mainly in the USA. I am growing my business mainly from referrals and a couple of good agencies in US. Heck I do not even update my website (it's been over an year since i updated my website).

    Now it's time to do some serious marketing, and like you said, planning to visit USA and establish better relationships with my existing agencies, and start fishing for new businesses.

    Thanks for the inspiring post, it's all numbers game!

    Rk
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    WebNamaste.com
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  • Profile picture of the author .
    Originally Posted by Bayo View Post

    You're going to need to finalize at least a couple of $5,000 business deals each month for you to make $5,000.

    I'm making a wild assumption that 50% is your net margin. For you to get two local small business owners to say "Yes" and follow through on it i.e. everything 'done and dusted,' dotted line signed or agreement made.

    Try 85% net margin.
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    • Profile picture of the author mjbmedia
      Originally Posted by rankinghero View Post

      Try 85% net margin.
      are you including 'time' in that calculation plus time/ money spent obtaining the skills in the first place and updating said skills and/ or time spent finding decent outsourcers , plus time spent finding the prospects and arranging meeting/or whatever with them in the first place

      Not saying you havent, just mentioning these points as they are often overlooked
      Signature

      Mike

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  • Profile picture of the author Adrian John
    Thanks High Horsepower for your input.
    I would really love to learn your method to land those kind of clients(daily? WoW ) and maybe i could fine some in here in Romania, it won't pay that good but maybe with several clients i could make an average income part-time , and maybe when the business will grow i'll take it full time.I dream to it and i plan on starting it soon.Little steps first.
    I would also love to know the method which you use to make them call you.That would be awesome as i have friends in US that i could make JV's.
    You know, i even told my fiance that if i could be in US for min 3 month, just to earn some businesses, get an portfolio and after that work on referrals , we will be living much better that we are right now. It's a possibility and i don't know maybe sometime in the future i'll do this .It's hard for us to get there but it's not impossible.
    I hope you get the chance to take out your kids cause we work for them and their future but we still have to take some time off to actually be with them too and help them grow well.

    I also hope that you get the chance and let me know when you could help me get started if you'll find some time in your schedule.

    Adrian
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    • Profile picture of the author High Horsepower
      There has been a little talk about my method here in the last few months, but I put a completely different spin on approaching the client. Most members here are so focused on SELLING something that they forget what the client truly needs.

      I started this method about 10 months ago and it has been awesome. I can honestly land one new client every single day of the week. Most members would probably not like my method of getting clients because you can't get rich overnight or push a button. :rolleyes:

      I make $3,841 per client on an annualized basis. One client per week is about 200k. I'd say not bad. I'm doing 1 to 2 clients per week when I find the time. I'm seriously considering selling my two brick and mortar businesses and going full time offline.

      But it's hard to walk away from 2 businesses that produce nice profits and very stable income. I can't hire someone to manage my business either because I'm hands on type of owner and anyone else would screw up my work. Employees don't care about a business like the owner, period.

      I learned this sales tactic from Tom Hopkins over 20 years ago when I was in sales and I applied it to the offline market. If I told most here they would say "duh, why didn't I think of that"?



      Originally Posted by banditu View Post

      Thanks High Horsepower for your input.
      I would really love to learn your method to land those kind of clients(daily? WoW ) and maybe i could fine some in here in Romania, it won't pay that good but maybe with several clients i could make an average income part-time , and maybe when the business will grow i'll take it full time.I dream to it and i plan on starting it soon.Little steps first.
      I would also love to know the method which you use to make them call you.That would be awesome as i have friends in US that i could make JV's.
      You know, i even told my fiance that if i could be in US for min 3 month, just to earn some businesses, get an portfolio and after that work on referrals , we will be living much better that we are right now. It's a possibility and i don't know maybe sometime in the future i'll do this .It's hard for us to get there but it's not impossible.
      I hope you get the chance to take out your kids cause we work for them and their future but we still have to take some time off to actually be with them too and help them grow well.

      I also hope that you get the chance and let me know when you could help me get started if you'll find some time in your schedule.

      Adrian
      Signature
      Never give in--never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy. Sir Winston Churchill, Speech, 1941, Harrow School

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      • Profile picture of the author BrashImpact
        Bayo,
        fantastic reminder for all, we have checked our
        #s twice a day for several years...Metrics is where
        it's at. This will be highly valuable to all the newbies
        and veterans out there.

        Just starting a Mastermind today, and on the opening
        questionnaire i mailed out, no one was tracking their
        own personal numbers or metrics and these are
        some super sharp Marketers.

        Have a Fabulous Day My friend...
        Regards,
        Robert
        Signature

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  • Profile picture of the author Bob Banfield
    Hi Bayo
    I listened to your Naked Truth audio and it is without doubt the best thing I have heard in a long time. It's hard to get to the good stuff with so much BS being peddled about and everyone after the fast buck. It's what every honest person will enjoy listening to, so not for everyone then!
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  • Profile picture of the author rideotm
    Hey High Horsepower, I used to see Tom Hopkins a lot back in the 80s at real estate seminars. He was one of the best motivational speakers I ever saw and pretty damn funny too. I do wish I remembered what he might have said that can be applied to offline marketing but thats not gonna happen. If you ever decide to lift the tent flap, I would like to learn more about your techniques
    Signature

    Smoking cigarettes and watching Captain Kangaroo

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  • Profile picture of the author Joshyybaxx
    All I can say is thanks.

    I study marketing at university and offer services to local businesses with both traditional marketing things and also venturing with online presences. I'm doing pretty good, I don't want to make a million and I run a pretty restricted model where I only take on a couple of companies at a time (to avoid messing up my grades at uni and to ensure the clients get the best possible service I can offer).

    All I can say is that as I listen to your mp3 you are one of the few, very very few people who are honest, sincere and obviously offer great services for your offline clients as well as guidance for the people jumping into it now.

    I personally didn't need the information (I'm one of the good guys already) but I loved hearing someone else share the same views as I have.

    Always remember whenever you are looking at offering services to people, never offer something you don't understand, never try to outsource the services if you don't understand the fundamentals... buy a textbook on marketing or look around for people like kotler etc, learn from these people not guru's who are full of ****.

    Thank you.

    Josh.
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    =)

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