In the previous post, “Are Your Workshops Harming Your Business?”, I talked about the problems it can create for your business if you offer your workshop for free. But what if you want to use your short workshop to attract new clients? Charge them! It doesn’t have to be a large amount. Put a value on the content you will be teaching and price your workshop accordingly. There are many ways you can attract your ideal clients, have them have some skin in the game and still give them a “free taste”.
For instance, to make it more attractive for your ideal clients, offer to apply the fee of the workshop to any product or service they order at the event. This way, if they decide to hire you or purchase one of your packages, they essentially get their workshop for free. You can also turn the workshop fee into a gift certificate for one of your services. Your attendees will appreciate the value of the strategies and tips you shared with them, yet get a nice discount on any services. You may even offer a smaller product that they can buy with your gift certificate.
You can also offer full scholarships. People fill out an application and if they meet certain criteria, they will receive the workshop for free. This is a great way to fill your room with people that you want to be there. They are going through the trouble of filling out a form and sharing some of their personal/business information with you. If you know exactly who your ideal client is and who buys the most of your services, you can give the scholarships to those who fit that profile. You can even use the application as a way to find out what your ideal audience wants to learn most. Be sure to answer their questions in your workshop, and you will have people at your event that are more likely to buy from you and even more important, the people that you enjoy working with the most.
One of my favorite ways to “give away” your workshop, but not devalue you your services and keep your potential attendees invested, is to partner with a charity. You can donate all or a portion of the ticket sales to your favorite charity. This works particularly well if it is a charity that resonates with your audience. For instance, one of my clients, Miss Phyllis Wallace held a kick off workshop for her direct sales company, Blessings Unlimited. Since the workshop targeted women of faith, she chose a Mission based charity, My Sister’s House, that ran a local shelter for women and children in need of rescue. They had an opportunity to speak at the event about the services that they provide and how the audience could become involved. The end result was that My Sister’s House not only received a generous donation, but also got more volunteers that they needed. The charity resonated with the audience and this made the partnership a WIN/WIN for the charity and Miss Phyllis.
You can really be as creative as you want when it comes to pricing your workshops and how you can attract your ideal clients. Even if you are giving a discount, be upfront with the value that your workshop brings to them. Just be confident in the service and content you provide and price it accordingly. Keep the picture of your ideal client in focus and do what is best to create a WIN/WIN situation.