Offline Consulting is Really NOT Difficult

Paul; So, what do you think his problem is? I'm really asking. I think I know what you'll say, and I'll probably agree with you. But I want to know what you think.

And also, how could you help him?

Absolutely.

That's why I call my consultation a (Deleted) Discovery Session.

I present it as a 30-minute session, but it almost always goes 90-120 minutes because I ask so many questions that get them talking and divulging the information I need to help them.

I have to admit, I've really had my doubts and was very leery of calling myself a consultant because I agree, the title has been abused.

I think it comes down to prioritizing a businesses opportunities. Go after the low hanging fruit. Many businesses don't even have a customer list or if they do, they don't do anything with it. And then there are the "we sell shoes" ads.

And you've got to know your limitations and only target those who are within your means to help.

It is sad. I think there are two issues and they both come down to money. 1. They're not really interested in helping. They're interested in the money. 2. They are good at sales but don't know how to help a business.

I'm no guru but I am learning that I can significantly help a large percentage of businesses in my market. If I wasn't confident of that, I would stick with selling websites because I like to get a good night's sleep.

Interesting...I hear "I get phone calls all the time but they don't buy and I don't hear back from them"...and I do NOT think "Its obvious isn't it? He needs a website."

Guess we see everything as a nail when we have a hammer. Me, too. You think about the cold war generals in the 50s and 60s...their solution to everything seemed to be to send the army in.

Your idea of recording calls is a good one. This might help you.

First...You had me going with that "Website" remark. Well done.

Yeah, my first thought was that he is asking all the wrong questions when they call in. The problem is, changing what the owner says is difficult. And the owner would have to admit that he is killing sales.
It would be much easier if there were an employee answering the phone. Someone he could blame, and you could "Fix".

My suggestion beyond this is...
Create a series of videos that have him answer questions that travelers ask.
And have him talk directly to the audience he wants to attract. Videos are a great way to position yourself. Mostly because they show up well in searches, and are watched by prospects.

But this is just a Band Aid. It's something you could do that would have a price and that may actually help.

But the real problem is...this guy is killing sales.

Maybe the callers are also pumping him for information, and then they book on Expedia.com. You could help him work on a script that shows why it's an advantage to book through him...and weave it into the conversation.

The problem with all this is that the prospective client will have to change the lethargy that he's had all these years. I don't envy you your task.

No doubt he's saying the wrong things because obviously calls aren't turning into appointments. They're probably calling in with "how much is...?" and he's probably saying, "$XXXX" - and probably getting a ton of "I have to talk with my husband."

In addition to knowing what to say, he also needs to know, like Claude pointed out, what's happening behind the call. Because he should be helping the caller to bring up her concerns about the competition, stir that pot a little, and guide her to see him as the answer, closing the doors on the others.

That's more than a one minute phone call. That's effort and work! I can't tell you how many times I've tweaked my script. And I resent having to go through this whole bunch of effort with every call. But now I always get the appointment.

So you are in the situation where not only do you need to suss out what's going on, know how to write such a script, but also how to sell the idea of sticking to a script to this guy. This guy who was making money when times were good just because people felt prosperous and you could book business even if you did the wrong things, because in a rising tide economy, all boats go up. But now where you need to be sharp to get business, the old lazy ways don't work. This guy who might say, "Script? I'm not gonna recite some script. That's not who I am yadda yadda."

It's like having to punch out the drowning guy in order to save his life. Before he kills the both of you.

I think it depends on the business relationship the client is looking for. My experience is that if they need to feel happy and upbeat about working with you, then the report has to be happy and upbeat. Fear based marketing sends a negative vibe and that will turn off those people. It has to match.

So if it's a business where people choose the lesser of two evils, where distrust reigns, then fear based reports can work better. If it's to kill termites, you want the guy who sounds more trustworthy.

If he points out that his competitors use chemicals which can kill your dog, that's fine. If it's a Bermuda vacation, you want the guy who sounds like he offers the best dream vacation a person can experience. You're not more prone to book him because he says his competitors book hotel rooms that face the parking lot - in fact, that'll sound like he's snarky - but because he tells you about the guaranteed gorgeous ocean view you'll have.

That's a great idea. I can see why that works better that way.

Yea I thought the same thing. Like most business owners, I'm sure he doesn't understand the "work on your business, not in it" principle though.

He doesn't seem like he's got a big ego though and seems pretty open minded so he might be willing to change.

Great idea.

Yea, we really needs to get down to the root of the problem.

We talked a little about creating his competitive advantage. He tells me he's price competitive with the online travel companies which I find hard to believe. I'd like to see the numbers.

I'm not so sure I would call him lethargic. He just hasn't had a need to do anything more. Apparently he has been quite happy until the recession started in '08.

But yea, he's an old dog for sure.

That's one of my lead generation tools and is one of many possibilities for him but why spend money generating more leads when your conversions are the real problem?

Its kind of like all of the business owners spending money on PPC and SEO to drive traffic to websites that don't convert the traffic into leads.

If he can't or won't improve his sales skills, lead generation might be one of the things that will help if we can make the numbers work....it just depends on his conversion rate.

Regardless this is a big project for sure and maybe there's no point in touching it unless he's willing to make a significant commitment like a several month agreement. Of course I'll make it really easy for him to get started with a first month discount and bonuses and the option to quit after a month.

Maybe I'm too idealistic though and should just take what I can get. :confused: In that case, I would make sure he understands there are no quick fix solutions to his problems. I just really want to avoid having clients that don't get results.

Probably the best idea yet. Constant contact with existing clients will build an iron cage around them (If the e-mails have substance and are interesting).

Referrals, and communicating with his base will help keep him from losing clients to the online agencies. And it's easier to sell than "You suck at this and people are just now finding out"

yeah babaaay...

for 2 ish ... an in your face, bright as heck flyer ....

OK for real.. no puns intended. Do it right ( as in buy enough or make a good deal with a friend )
Post cards will only cost around 25 / 35 cents.

Flyers around ".5"

none of them will make a dime ... unless you test first.

Yea I know I've got my work cut out for me if I can get him to make a small commitment and give me a shot.

lol

Really good observation.

That's all I ever used in my retail business and they always worked.

I want to make it as easy as possible for him and I'm still debating but I'm leaning toward a highly discounted $400 for 20 hours for the first month ($1000 thereafter). Then I'll throw in 2 bonuses he can keep even if he doesn't continue: 1. A squeeze page ($197 value) since he doesn't have a site (he says he's been burned twice by web guys) and of course a marketing report ($97 value). Plus discounts on other services as long as he sticks with me.

I definitely have good rapport with him and the trust level is pretty high since he was already an acquaintance. And I had him totally tied down during the meeting. I just wish I would have had the opportunity to close him on the spot.

I need to structure my meetings better because if I would have managed it better, I might have been able to close him. Going back out there Tuesday to try and close.