Offline Marketing: The Naked Truth About Credibility and Being New

by Bayo
10 replies
Who This is For: People new to Offline Marketing consulting and those who struggle with the issue of 'credibility,' not having past or current clients, and the impact this has on attracting local business clients.

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Hi,

For many people who are new to Offline Marketing consulting (by 'new' I mean you either have never sold business consulting services to a local business client before or you don't have a systematic way for marketing and selling), the issue of credibility and being taken seriously is a big issue.

Logically, it makes sense for you to feel that no one will take you seriously or be willing to hire you if you've never had anyone pay you for what you're saying you can offer.

But that's logically thinking.

The reality of the situation is that local business owners are more concerned about what you can do for them and their business specifically.

In a conversation with a local business contact the other day this same topic came up. Her view was that if you've never provided the results you want to provide before, how can you (as a business consultant) legitimately say you can deliver for a local business?

My response back to this contact was as follows:

  • Even if someone has worked for local businesses in the past, do you really expect them to go and get references from any past client that wasn't happy with their services?
  • The fact that a local business consultant did deliver for one business is by no way a guarantee that they can do the same for your business
  • What's more important to you? The fact that they claim they've done it before (whatever 'it' is in terms of a service or product) or that they can work with you to get the results YOU want in your business?
It was a pretty interesting discussion and at the end of tit, she did agree that the past i.e. having clients who paid you in the past or even having glowing testimonials, didn't guarantee that that consultant would be a true winner.

By the time we finished the discussion she was a lot wiser to the fact that, at the end of the day, her priority was in feeling confident that you can deliver for her business.

Not her 'type' of business, but her specific business situation.

That should be a comforting thought for you and should also help you understand where you should be placing your focus when it comes to planning your marketing and having selling discussions.

You should always focus on what you can deliver for that particular local business owner. What can you deliver for them based on their needs.


The fact that you read about the exploits of gurus and other people you feel are more competent than you (and who may indeed be more experienced and more competent than you), that doesn't mean that you cannot connect on a deep level with local business owners and get them to hire you even though yopu don't have past or any paying clients.

Next step

Consider what it is that you can provide for a specific local business specifically. Don't theorize and generalize.

Be specific.

For this to happen, it assumes you've got a particular local business you want to work with AND you understand their problems that they want to solve.

You can start out with a type of local business in order to understand the broad business problems that the type of business faces, but you can't generalize when you speak to Mr or Mrs business owner.

Through your contacts and discussions with them, you have to hone in and know what they are motivated to solve and eliminate.

Being new isn't a disease or a handicap - And remember. Even that local business owner had to start somewhere!

To your success.

BAYO
#credibility #marketing #naked #offline #offline marketing #truth
  • Profile picture of the author JoelinPDX
    Getting your first (and many subsequent) offline client(s) is tough. No, you cannot buy a WSO or any other products and expect clients to start falling into your lap.

    I, for one,am ticked off by all of the crap that's being offered online and all of the BS that's being offered as good advice about offline marketing. Too much of the stuff you're offered as the next, greatest offline marketing solution is just plain and simple gooroo garbage.

    The advice that has become commonplace about Internet marketing goes just as strongly for offline consulting. It ain't easy, there are no magic buttons, ignore the bright, shiny things. It makes you wonder when were going to see some chick posing as a stripper who will tell us she conned the secret to offlining from one of her drunk customers and she will sell it for just $37.00.

    Is it a plug-in that will make you have to tell prospective customers to go away? Check WordPress, in all likelihood one of the 11-thousand plus plug-ins that have been written, and are offered for free, will do exactly what the plug-in that's being sold for $17, or $27 or $47 claims it will do (and many of them will do it better.)

    Think long and hard about putting out the $27 for that PDF that the ads claim will show you how to make customers drool with your Google Places expertise. Most of them offer nothing that you can't get from reading the Google Places information that's published online...much of it by Google.

    The new ability to line up affiliates for WSOs has resulted in a plethora of worthless PDFs, plug-ins and themes alleged to virtually do the offline consulting job for you. I've bought a lot of these products just to see if any of them really work. Most don't.

    A couple of people are worth mentioning for the value of their products. They are Holly Cotter and Tim Castleman. They both offer products infrequently but when they do their stuff is well worth buying. Don't consider buying from someone just because they have a name. Some of the biggest names keep offering crap. Most of them developed their reputations by selling you products to make your offline (or affiliate, or article) business come alive.

    Offline consulting will eventually become easier. You will have testimonials up the ying-yang and you'll get referrals on an almost daily basis. But the thing is you're going to have to put in the time and prove your talent before any of it becomes "push button" easy.
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    • Profile picture of the author High Horsepower
      Originally Posted by JoelinPDX View Post

      Getting your first (and many subsequent) offline client(s) is tough. No, you cannot buy a WSO or any other products and expect clients to start falling into your lap.

      I disagree with that statement. It's all about Confidence, getting clients is EASY, if you program your mindset. I can get a new client every day of the week without any credibility or background.

      You need to have a System that works, then perfect it and implement.

      In regards to WSO's, I know someone wink, wink, who just put out a WSO that does get clients very easily. I'll go so far as to say it's probably the Easiest client to get.


      I, for one,am ticked off by all of the crap that's being offered online and all of the BS that's being offered as good advice about offline marketing. Too much of the stuff you're offered as the next, greatest offline marketing solution is just plain and simple gooroo garbage.

      A good % is, but I can assure there are some really good WSO's out there. You may have to buy 30 to find 2 good ones, but that's what education is all about. Every professional pays to go to Trade school, Med school, or a university. Quit whining about bad WSO's and implement the good ones.

      The advice that has become commonplace about Internet marketing goes just as strongly for offline consulting. It ain't easy, there are no magic buttons, ignore the bright, shiny things. It makes you wonder when were going to see some chick posing as a stripper who will tell us she conned the secret to offlining from one of her drunk customers and she will sell it for just $37.00.

      Offline is as Easy or as Hard as you want to make it. I've done both, and working smart is the answer. I've talked to many Offliners and they have no approach, no plan to their methodology to get in front of targeted prospects. I've yet to find one who knew what he was doing. This includes offliners who already have clients and are making money.

      Is it a plug-in that will make you have to tell prospective customers to go away? Check WordPress, in all likelihood one of the 11-thousand plus plug-ins that have been written, and are offered for free, will do exactly what the plug-in that's being sold for $17, or $27 or $47 claims it will do (and many of them will do it better.)

      Think long and hard about putting out the $27 for that PDF that the ads claim will show you how to make customers drool with your Google Places expertise. Most of them offer nothing that you can't get from reading the Google Places information that's published online...much of it by Google.

      I can tell you right now you are not successful with offline. The Inside information to Google Places is not posted everywhere by Google for business owners to find it. If that were the case every single business would be ranked Page One.

      And just because you may be a Places expert means nothing, you have to be able to communicate to the business how Places can help them get customers.

      Even if your crazy scenario that Google post everywhere about Places, business owners won't implement. Want proof, over 95% of Google Places has not been claimed by the Business Owner. In addition, most business owners aren't tech savvy at all, they have no idea what a Places listing can do for them (or they would have done it already), and they are too busy working in their business to implement marketing tactics.


      The new ability to line up affiliates for WSOs has resulted in a plethora of worthless PDFs, plug-ins and themes alleged to virtually do the offline consulting job for you. I've bought a lot of these products just to see if any of them really work. Most don't.

      Most is correct, but there are indeed some really good ones, wink, wink.

      A couple of people are worth mentioning for the value of their products. They are Holly Cotter and Tim Castleman. They both offer products infrequently but when they do their stuff is well worth buying. Don't consider buying from someone just because they have a name. Some of the biggest names keep offering crap. Most of them developed their reputations by selling you products to make your offline (or affiliate, or article) business come alive.

      Offline consulting will eventually become easier. You will have testimonials up the ying-yang and you'll get referrals on an almost daily basis. But the thing is you're going to have to put in the time and prove your talent before any of it becomes "push button" easy.

      There is no dispute from me on this. Even though I can land a client daily it takes work. Managing your existing clientele, dealing with outsourcing, looking for new tactics, dealing with family, etc... can be a full time gig.
      Answered above in Red.

      Richard
      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 RentItNow
      Originally Posted by JoelinPDX View Post

      Getting your first (and many subsequent) offline client(s) is tough. No, you cannot buy a WSO or any other products and expect clients to start falling into your lap.

      I, for one,am ticked off by all of the crap that's being offered online and all of the BS that's being offered as good advice about offline marketing. Too much of the stuff you're offered as the next, greatest offline marketing solution is just plain and simple gooroo garbage.
      Fully agree. Most offline WSOs prey on the fact that someone just does not have the balls to cold call or sell someone their services in person. In other words, they want to sell, but not be a salesperson.

      I have gone through the same thing myself. Usually I am so hard headed that I do not listen to anyone that says how hard something is to do...and I go do it anyway. Usually works for me. Has always worked for me in fact. That is until IM. No matter what I throw at it, not everything works. Failure is hard for me (like anyone). P__ing people off is hard (and believe me your are going to do it!). Cold calling is hard. Face to face sales are hard. Selling yourself (which is ultimately what you are doing) is extremely hard at times. But you have to go through those failures. You have to do the calls and the person to person sales to make it. I dont care what WSO says it, I've never found an offline business owner that will deal with a person they have never met and got a feel for if the guy/gal in front of them will be able to help them in return for money.

      Which brings me back to the original subject. People hire (pay) you based on your results. Show them personal results (however you can) and they will be happy to not worry about the resume and references. I supervised a section of a huge software development team and believe me, I did not really care about your references...I wanted to know two things...were u afraid to do the work required and does it match your goals in life in the least bit. I would do the same if I was hiring a marketer to help my business.

      As a side note, I know it is hard to stand in front of a store owner and convince them you can help. I dealt with thousands of landlords, tenants, business people, fortune 500 executives, celebrities, millionaire, billionaires and top reporters and it is still the hardest sell I have had to do. Imagine what they are thinking to themselves...here is this cocked guy/gal that thinks they know more about marketing my business than I do. Why would I pay them anything? Again, show them the results first and they will listen. Hard to dispute 10 new customers coming in after you gave them a $99 service or even free service.
      Signature
      I have no agenda but to help those in the same situation. This I feel will pay the bills.
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      • Profile picture of the author High Horsepower
        Originally Posted by RentItNow View Post

        Fully agree. Most offline WSOs prey on the fact that someone just does not have the balls to cold call or sell someone their services in person. In other words, they want to sell, but not be a salesperson.

        I have gone through the same thing myself. Usually I am so hard headed that I do not listen to anyone that says how hard something is to do...and I go do it anyway. Usually works for me. Has always worked for me in fact. That is until IM. No matter what I throw at it, not everything works. Failure is hard for me (like anyone). P__ing people off is hard (and believe me your are going to do it!).

        Cold calling is hard.

        Yes, cold calling is hard, that's why I don't do it. I own 2 retail businesses myself. I can handle emails sent, a salesperson who shows up with no appt, but phone calls repeatedly throughout the day really tick me off.

        I'm normally on the phone with customers and then I get interrupted by some slimy telemarketer.


        Cold calling does work, no doubt, but it's hard and boring work.

        Face to face sales are hard.

        Face to face may be hard for some, but there is a methodology to make it much easier than most make it.

        Selling yourself (which is ultimately what you are doing) is extremely hard at times. But you have to go through those failures. You have to do the calls and the person to person sales to make it. I dont care what WSO says it, I've never found an offline business owner that will deal with a person they have never met and got a feel for if the guy/gal in front of them will be able to help them in return for money.

        If you're selling a simple service that cost under $300 month then you can sell with telemarketer all day.

        Now if you're talking $500+ then in most cases you will need to talk with the owner. It doesn't have to be face to face. You can do this via phone, Skype, webinars, etc...


        Which brings me back to the original subject. People hire (pay) you based on your results.

        You can't make 2 statements. First you say people buy YOU, then you say people are buying Results. Which is it?

        Show them personal results (however you can) and they will be happy to not worry about the resume and references. I supervised a section of a huge software development team and believe me, I did not really care about your references...I wanted to know two things...were u afraid to do the work required and does it match your goals in life in the least bit. I would do the same if I was hiring a marketer to help my business.

        I always sell Myself and back up my results with a Guarantee.
        Answers above in Red.

        Richard
        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 John Durham
    Success in ANY venture, is for people who get through the stuff thats too hard for others. Period. There are two classes and we all have the opportunity to participate in either one we want - But if you want to be in the 20% , face it, you are going to have to be like the olympic athlete who trains harder and try's harder, and wants it more, and breaks through the walls that send other people looking for another bell or whistle.

    No credibility?

    Go break your way through the walls to get a couple of sales and then you'll have some.

    I did it myself, and it wasnt comfortable for me either... Anyone can do it- But you have to be willing to work through the discomfort. Most are unwilling and they blame the opportunity, or the strategy.

    Nature doesnt change, even though the times do.

    If success was easy, there wouldnt be any glory in it.

    No guts no glory... I know that sounds arrogant, but sorry, its still the truth, thats why successful people are proud - They arent average, because they made a personal choice not be.
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    • Profile picture of the author brchap
      Originally Posted by John Durham View Post

      Success in ANY venture, is for people who get through the stuff thats too hard for others. Period. There are two classes and we all have the opportunity to participate in either one we want - But if you want to be in the 20% , face it, you are going to have to be like the olympic athlete who trains harder and try's harder, and wants it more, and breaks through the walls that send other people looking for another bell or whistle.

      No credibility?

      Go break your way through the walls to get a couple of sales and then you'll have some.

      I did it myself, and it wasnt comfortable for me either... Anyone can do it- But you have to be willing to work through the discomfort. Most are unwilling and they blame the opportunity, or the strategy.

      Nature doesnt change, even though the times do.

      If success was easy, there wouldnt be any glory in it.

      No guts no glory... I know that sounds arrogant, but sorry, its still the truth, thats why successful people are proud - They arent average, because they made a personal choice not be.
      You hit the nail on the head, buddy. Truer words have never been spoken.

      As a side note, if you are looking for a little motivation, read the biographies of highly successful people. Highly successful people are typically very average people (or below average) when it comes to grades, physical beauty, upbringing, etc... but, they made a conscious choice to do more, try harder and never stop achieving. They did what average people avoided (and avoided what average people did), which is the price you typically have to pay for massive success.
      Signature

      I'm currently taking MASSIVE action...

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  • Profile picture of the author DH5
    Thanks for your insights guys
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  • Profile picture of the author Rus Sells
    Guys,

    The problem lies within our "OWN" perceptions.

    Our perception that we can or can't do this or that.
    Our perception that a business owner will respond one way or another.
    Our perception that we have to show results or we have no credibility.
    Our perception that we have to have a reference list.
    Our perception that we must charge X amount our we won't make a sale.
    Our perception that a business owner doesn't like this or that.
    Our perception that the only way to get clients is via such and such method.

    The perception list goes on and on.

    Many times we formulate our perceptions based on the reactions we get from prospects/others. When this happens we bring ourselves in to a form of perception bondage and now the perception dictates our reality.

    Break free of the shackles of perceptions and you'll find that it was always YOUR perceptions holding you back, not the perceptions of your prospects.

    When this happens your business will begin to SOAR!

    I know this all sounds esoteric but having been in sales for over 20 years I've learned that this is a truth many people need to grasp just like I had too.

    Once I did my whole life changed and so did my bank account. = )
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    • Profile picture of the author Dr Dan
      Originally Posted by Rus Sells View Post

      Guys,

      The problem lies within our "OWN" perceptions.
      Man I feel like a broken record saying this all the time as well.

      But most dont want to hear that its in their hands.

      They dont want to take responsibility.

      They are just waiting around for the magical success fairy to give it to them instantly...lol


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  • Profile picture of the author Dr Dan
    Originally Posted by Bayo View Post


    The reality of the situation is that local business owners are more concerned about what you can do for them and their business specifically.

    BAYO
    RockStar Advice like always brother!

    Listen to what Bayo has to say ;-)

    I give you a Gold Star!

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