If you are like most service entrepreneurs, you went into business for yourself because you could do something a whole lot better than some of the businesses out there. Perhaps you just rolled into it, or perhaps you made a conscious decision to strike out on your own.
Awesome! The entrepreneurial lifestyle has so many advantages. Independence, freedom, flexibility…
And then you realize that you have to spend most of your time in sales and marketing.
After all, you can’t have a business without clients and they usually don’t show up, just because you hung out your shingle. Nope, you have to spend time selling and even worse, promoting yourself!
I have spent plenty of time in sales for several event companies. I have sold sponsorships, destination management, theme parties and audiovisual equipment. But promoting myself has always been difficult.
Events To The Rescue
Thankfully there is a way that you can get clients to come to you, sell without selling and become a leading authority without tooting your own horn. The solution: workshops and seminars.
Get Clients To Come To You
The reason workshops and seminars get clients to come to you is that as a workshop host you are teaching a solution to a problem. Your audience consists of prime candidates to become your clients. After all, you are educating them on something they want help with.
If you teach a workshop on eating healthier, chances are that your audience wants to eat healthier to lose weight or feel better. I bet you can get even better results for them if they work with you after the workshop.
Make Sales Without Selling
Normally when you are selling, you focus on what you have and try to push it on your (unsuspecting) prospect. That is why used car sales men got such a bad rap. They had some real lemons to get rid off! However, your workshop should all be about your audience. From content, the experience, to the next step offer, the focus is on your audience.
You are just offering a solution to your audience to help them even more with the problem they face. Perhaps it is implementation assistance, a done-for-you option or more in depth training. It should flow as the natural extension of your workshop.
Become a Leading Authority
When you stand on stage at your own event, who is the expert? You, that’s who.
You have instant credibility. You become the star and you don’t even have to toot your own horn. How cool is that? Actually, since so few people actually host their own events, you really stand out head and shoulders above your competition.
You become the leading authority in your market and the go to person in your field. That kind of exposure will bring additional clients who didn’t even go to your event.
Events are great way to share your expertise to become the leading authority in your field. You will have clients coming to you, not only through your event, but also because how you are positioned in the market place. And the best part is that because they are coming to you and the solution you offer, you will make sales without having to sell.
You have clients, you are helping people with your brilliance and you are making a difference with our audience.
And isn’t that why you went into business in the first place?
Want to get started with your own workshops? Pick up my Winning Workshop Success: A Blueprint For Generating Leads With Introductory Workshops Program.