Hi,
Your not alone, my dog is like a dream in the ring, she walks round looking at me doing everything I tell her, but as soon as she out of the ring, a way she goes.
I have now tryed putting a halter on her (out of the ring), this has seemed to help her a lot (until she pulls it off), you cloud also try taking some treats out on your walks with you and when she walks to heel or looks a you, give her the treats. You should beable to ues less treats a the time goes on.
I hope that this as helped and you are successful with your training.
Bye
Doggys4ever