Take Your Workshop On The Road

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Daphne Bousquet and Fabienne Fredrickson

This is me with Fabienne Fredrickson

Recently, Fabienne Fredrickson came to Atlanta as part of her Millionaire Entrepreneur Mindset Tour. Of course she taught great mindset principles and the audience had numerous “aha’s” in that area. However, the primary purpose of Fabienne’s tour was to fill up her Inner Game of Abundance Mindset Retreat coming up in September.

Fill Your Seminar

Going on a big national tour to fill your seminar is an advanced strategy. It is difficult to pull this off unless you have a large database and systems in place where you can attract full workshop rooms in several cities. Fabienne chose 4 cities for her tour: Dallas, New York, Atlanta and Los Angeles.

You also have to have the confidence that you can deliver great value and that you are excellent in selling from the stage. You will only be able to fill your event this way, if you can convert your front end workshop audience into high level seminar attendees.

How To Structure Your Front End Workshop

So let’s see how Fabienne structured her front end workshops for maximum impact. She allowed the first ½ hour for registration and networking, followed by content for about 2 hours. After a short break, Fabienne came back and coached 2 people live during a “hot seat” session.

The content and hot seat sessions were completely designed to pinpoint the problem that is holding entrepreneurs back from making it to the next level and what your business and life could be like if you broke through the mindset issues. Throughout the presentation Fabienne sprinkled in wisdom and some strategies that you could use immediately to get results.

The Art Of The Pitch

However, although a short workshop can teach some wonderful things, it is not the forum for lasting transformation. And so, for the last hour of the workshop, Fabienne demonstrated the art of the pitch. The key to a successful pitch of course is that you are not aware that you are being pitched until very late in the process.

Inspire Your Audience

Fabienne is a master and started her offer by talking about the problems she has had in her business and how she had to change her inner game to be successful. Still using herself as an example, she showed us pictures from her life now to serve as an inspiration and to illustrate what is possible for each and every one of us.

Then she went on to tell us how she could have gotten to where she was so much sooner and how you can’t do it alone. (Isn’t that true for us as well? Our audience needs our help in getting to where they want to go so much sooner.)

She also showed the step by step formula of what exactly you need to do in order to change your mindset. The list was long and went very quickly. It was designed to create overwhelm and the realization that yes, there is no way you can do this by yourself. The formula was followed by case studies of clients who were in situations that many of the audience could identify with and the results they achieved after working with Fabienne.

Position The Price

Before she introduced the Inner Game of Abundance Mindset Retreat, she also positioned the price of the event, by revealing how much it costs to work with her privately. Finally she asked permission to introduce her resource, in this case the event she was trying to fill, and to “stack the cool”.

“Stacking the cool” refers to adding cool bonuses you get for registering for her event. And yes, the bonuses Fabienne offered were definitely cool.

Long before Fabienne was finished speaking, offering more testimonials and stacking the cool, attendees were moving to the back of the room to sign up for the event.

So was Fabienne’s tour successful? She announced that they are almost full and that was before she had even gone to Los Angeles. Her assistant told me that they are thinking about changing the set up to fit in more people if they can’t get a larger room. So in short, yes, the Mindset tour was very successful in filling the Inner Game of Abundance Mindset Retreat.

How successful? Check back on Thursday for a by the numbers post on the Millionaire Entrepreneur Mindset Tour.

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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. Fascinating account of how Fabienne is selling from the stage!

    Love the phrase, “Stacking the cool”. 🙂

    Thanks for taking us on the road with Fabienne, Daphne. All these steps and strategies she’s using to sell an upcoming event are really intriguing.

    • Daphne Bousquet, CMP says:

      “Stacking the cool” is awesome, isn’t it? It shows you how important it is to start developing your own unique branded sayings. It makes you memorable!

  2. The bigger issue in all of this is really the marketing on the front end of this to put people in the seats. Having a good size list is important, but there are lots of other ways to get help putting folks in these seats, so it’s not essential.

    The really big issue is knowing what you list looks like and where the pockets of not just people, but buyers are on your list, and then picking those cities to have the smaller half day workshops in.

    I could write a book on this topic alone, and we do have a course on it, but there are a lot of things that happen behind the scenes and decisions that are made that the average person doesn’t see that really affects the successfulness of these and all events.

    • Daphne Bousquet, CMP says:

      You are absolutely right Diane. Getting the butts in the seats of any workshop, including front end workshops is a big issue and one that people struggle with the most.

      The really big issue is knowing what you list looks like and where the pockets of not just people, but buyers are on your list, and then picking those cities to have the smaller half day workshops in.

      That is so important. I bet most people don’t even think about that.

      I look forward to talking to you more on the topic of getting more more butts in seats with all your strategies, including direct mail. I know it’s a topic my audience would love to hear more about!

  3. Lots of great information you are sharing here Daphne. It really is a process in setting up seminars and pulling them off. I have participated in some seminars but have not pulled one together. Possibly some day.

    However, I enjoy learning all that I have on pulling together a webinar series. I am nervous, excited, anxious and looking forward to my first real webinar (I have had informal ‘meeting’ of 10 or less people in the past). This one will have the potential of 100 people. So this information is coming at a great time.

    Thanks again for sharing the inside scoop of the work and how important it is to get people to take action and attend.

    • Daphne Bousquet, CMP says:

      Congrats on your upcoming webinar series, Lynn. I look forward to you sharing all that you are learning in that venue as well. I am sure it will be great and I sure will be attending!

  4. What a great analysis you have given of the tactics of a superstar millionaire entrepreneur like Fabienne. You’re so lucky you got to meet her and attend her event. We are told to follow the industry leaders but usually there isn’t anyone to give us the formula of what they are doing. You have fill that gap. Thanks so much, Daphne for sharing.

    • Daphne Bousquet, CMP says:

      Thanks Jeanette. I love seeing and learning from what others are doing, especially when they do it so well, like Fabienne. As Brendon Burchard says: “Every sentence is a strategy”. so I want to pay attention, not just to the sentence, but the strategy behind it. I am a big believer in sharing and teaching as well, so I am happy to fill that gap.

  5. I was at Fabienne’s New York event and was totally in awe of the strategic timing of everything. While others were taking notes on the content, I was taking notes on the flow of the event. I observed what triggered emotional responses and key words Fabienne said that got the first wave of people to move out of there seats.

    I want to make a note here however, Fabienne is a great marketer, but more than that, she is authentic. Every tear is real, every “woo-hoo!” is real and every hug is real. So those are not tactics to make money….it’s how she feels. So this is in essence 90% of it all…be real and people will purchase.

    Thanks for the post…I’ll be back to check on Part 2 🙂

    • Daphne Bousquet, CMP says:

      Thank you for stopping by and commenting, Joyce. It is fascinating to see what works, isn’t it?

      And yes, you are right. Fabienne is authentic and I loved how she stood by the door and hugged everyone as they came in. It didn’t feel contrived, but just genuine pleasure and gratitude that you took the time to come see her. The second post is up, so be sure to visit!

  6. No doubt the event strategies were a huge success!

    I attended the Dallas event for my first time with Fabienne in person and when she started “stacking the cool” with bonuses, I was strategically sitting at the back of the room with my wife. I looked at my wife and she said, Looks like a good deal, go for it. ” So I was the first to get up and sign up for Miami.

    Fabienne did a great job closing that sale and the process was a work of art that all of us can learn from.

    In fact I’ve used it since then in my speaking and picked up new coaching clients.

    • Daphne Bousquet, CMP says:

      Hi Brent, I am sure you will have a great time in Miami. It is amazing what you can learn when you pay attention to not just the content, but what and why they are doing it. Enjoy all the “cool” that Fabienne stacked up, and thanks for stopping by here!

  7. hemp says:

    I went to Fabiennes Mindset Retreat in Miami with the intention of getting my mindset cleaned up. After spending 3 days with Fabienne and the amazing people in attendance I got some BIG shifts in my thinking!

    • Daphne Bousquet, CMP says:

      I can see how Fabienne can have that effect on people. Glad you enjoyed her event and thanks for stopping by.

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