I have spent quite a lot of time reading through the many forums dedicated to making money in the offline arena.

Much of what I have read has been disappointing and some of it rather alarming.

One recent post I read was from a marketer who was “building a list of prospects in niches he could work with” and he was getting ‘encouraging’ responses from other marketers who endorsed his tactics and introduced tactics of their own.

Let me ask a simple question. If you are marketing in your own locality (which is the obvious and sensible thing to do because it will cut down your travelling time and give you the opportunity to become the local ‘expert’) why would you not have an automatic prospect list? Why isn’t every business within, say, a five mile radius an automatic candidate?

When marketing to bricks and mortar businesses, you are no longer able to work in the same way that you would to market in the virtual world of the internet. You don’t have the luxury of hoping that throwing out a few keywords into a huge pond is going to catch you a fish. The situation is reversed.

You know where the fish is. The fish cannot escape by hiding in the shoal or simply ignoring your bait. You can market directly to the prospect and find out what bait will be best to catch him, stick the bait on a great big hook right in front of his mouth and reel him in when he bites.

Why is this so difficult a concept to grasp?

Literally every internet marketer in the world is surrounded by prospects with money who will tell him what they want to buy so that he can sell it to them.

Ever since selling became a profession or occupation, salesmen have been aware that there is only one thing that you can sell – something the prospect wants to buy!

The real art of salesmanship is in creating that want, that desire – no matter who he is selling to or what he is selling.

Yes. There is a lot of money in the offline arena – you just need to know how to get it. You need to get back to basics.

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