Selling Information Products In The Back Of The Room

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In the 4th installment in this series of blog posts: “The Top 5 Things To Sell In The Back Of The Room”, we will cover the most popular item to sell.  So far we have  covered your next event, continuity programs, and done-for-you services.

Although today’s item is easily the most popular, it is not my top pick.  Check back later or subscribe to the RSS to see what my top pick is and let me know if you agree.

Ok, let’s get on with it.

#2 Information Products

Selling Information Products at your workshops and seminarsInformation products are products that well, yes, give information and that can be in written form, spoken, such as audios and visual, such as videos.

The delivery comes in many forms as well, like books, CDs, DVDs and their online versions, like eBooks/special reports, audios and videos.

Ideally, your information product contains a combination of these things for maximum value.  You can sell a book or an eBook.for only so much.  However, as soon as you include audios or CDs, the perceived value goes up and you can charge more.  Add videos or DVDs and you have an even higher perceived value, allowing you to increase the price yet again.

Your signature system as a home study course should be your main information product for sale at the back of the room.  Generally your system is a series of steps that you take your audience through to achieve a specific result. Each step has its own CDs and/or DVDs and if you add a manual or workbook, you have an information product that you charge several hundreds or even thousands for depending on the content.

Many speakers and seminar leaders like to sell their books at the back of the room.  Although books are information products too, you are not going to make a lot of money offering your books for sale.  It is better to offer them as a bonus for buying your home study course.

What are your favorite information products to sell at the back of the room?  Do you have your own signature system home study course, or do you stick to your book?

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Daphne Bousquet, CMP

Daphne Bousquet, CMP

For more strategies to make your workshops and seminars more profitable, you’ll want to pick up a copy of the free report "Three Simple Secrets To Making 10K In A Day With Small Workshops." Daphne Bousquet uses her 20+ years of event industry experience to create profitable event strategies and marketing for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the Butts In Seats Virtual Boot Camp, a unique digital course that teaches you how to fill your events with your ideal audience.
Daphne Bousquet, CMP
Daphne Bousquet, CMP
Daphne Bousquet, CMP


  1. This is a great series you are presenting Daphne. I think information products is something everyone should have available for any kind of event.
    Jeannette Koczela recently posted..The Science of Getting Rich – Quote 32

    • Daphne Bousquet, CMP says:

      Very true, Jeannette. Information products are so easy to put together these days. And don’t forget to turn your seminar into a info product!

  2. Excellent post Daphne. In many cases it can be easier to sell a high priced package rather than single books. Figure it this way; you have a $20 book and a $297 package. You have to sell 15 books to equal one $297 sale. Some of my most profitable events were during downturn economies where I would bundle products together with a one day training. I would have a limited number of spots available and usually sold out in minutes after the offer was made.
    Kathleen Gage recently posted..What to Look For In A Mentor… And Why Kathleen Gage is Mine!

    • Daphne Bousquet, CMP says:

      Love that Kathleen. The hybrid offer is always one of the most successful (and lucrative). You make a great point about higher priced products. If you only sell 1, many times it makes more than lots of little sales. Thanks for adding your expertise.

  3. I agree with the other ladies Daphane. As an International Speaker I am amazed at the number of Speakers and those who would like to become a Professional speaker that lack the understanding of the basics such as back of room sales, thus the reason I have worked with so many to direct them along the way. I’ve been a speaker since the 80’s and I have a great deal to share. Please let me know how I can support you and/or other speakers. All the best for now and in the future.

    • Denise says:


      I would like to ask you about the basics of back of the room sales.

      • Daphne Bousquet, CMP says:

        Thanks for stopping by the blog, Denise. Back of the room sales is such a vast topic, do you have a specific question?

  4. Great tips Daphne. One thing I would add is that I’ve seen speakers with a host of different products they’re selling BOR. I find it better if the CD package has something to do with the talk.

    • Daphne Bousquet, CMP says:

      You are right, Maria. If you are trying to sell something totally unrelated in the BOR, it doesn’t make sense. Ideally, it should be a next step or something that will help your attendees implement what they have just learned.

      Thanks for stopping by!

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