The Top Item To Sell At Your Workshop and Seminars

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Drumroll, please……..

After looking at the top 5 things to sell in the back of the room at your workshops and seminars, we have finally come to number 1.  Many entrepreneurs have used this particular piece to turn their seminar into an event that made high 5-figures, 6-figures, multiple 6-figures and even 7-figures.

This is what secures your income for the rest of the year and isn’t that a nice feeling?

Let’s review the Top 5:

#5 – Your Next Event

#4 – Continuity Programs

#3 – Professional Services

#2 – Information Products

#1 Coaching

Coaching is a highly personal service and not many people hire a coach that they are not really familiar with.  Content marketing and especially workshops and seminars are very effective tools to fill your coaching programs.

Your audience gets to see you in action and you get to display your skills and your knowledge.  The nice thing is that your potential clients get a real feel for who you are, your style of interacting with others and if they would enjoy working with you.

In the back of the room, there are 3 kinds of coaching packages that you can sell:

One-on-one coaching

As a coach, you obviously know what this is.  You take a person and help them achieve their goals in your area of expertise by collaborating with them and holding them accountable for their actions. Yes, that is not the official definition.

According to the International Coach Federation, coaching is “partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.”

What this means is that you can offer your attendees a 6-month long or year long coaching package that will help them achieve the goals they have set for themselves.

The disadvantage is that this is a time for dollars business model and you can only coach so many clients before you run out of time and hit the ceiling of your income potential.

Group Coaching

Sell group coaching at workshops and seminarsIn this model you take a group of people on  a quest to achieve their dreams.  The nice thing about group coaching is that you can charge your clients less, but get paid more for your time.  It is all in the power of leveraging.

If you charge $250 per hour for one-on-one coaching that is all you get paid for that hour.  But if you have a group, you can charge 5 people (or more) $150 for per hour.  All of a sudden, you get paid $750 for that same hour.

By the way, this hourly rate is just an example.  I know you do not sell your coaching by the hour, but only in packages.  (And if you do sell coaching by the hour, STOP!)

Hybrid Coaching

The hybrid is the perfect package to sell in the back of the room.  You include a group component in your package, but also have some individual coaching in there as well.  You can design it any way that works best for you and your clients.  Your clients get the benefit of access to you, as well as a group dynamic that can turn it into a mastermind.

This works even better when your clients all come from the same event.  They already know each other and have gone through the same seminar and that creates an instant bond.

Of course selling coaching is only 1 way to make a profit from your workshops and seminars, albeit a powerful one.  To learn more about the other streams of revenue to tap, to make your event truly powerful and lucrative, check out the Event C.A.S.H. System.

Do you agree that coaching is the top item to sell in the back of the room?  What do you think of the list?  Do you think anything else should be in the top 5?  Please leave a comment.

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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. Daphne, Your top 5 list is right on the money! My vote for the # 1 spot goes to … Hybrid Coaching!!
    MaryAnn D’Ambrosio recently posted..Experience Life at New Heights

    • Daphne Bousquet, CMP says:

      Your vote is recorded! And a smart one too. I know you have some experience with this. What do you like about the hybrid model?

  2. Ah–my favorite selling item — coaching. The question that comes to mind after reading this series, Daphne, is are you saying that you can sell all five of things items at an event or should you only be selling one per event?
    Thanks, Jeannette
    Jeannette Koczela recently posted..The Science of Getting Rich – Quote 32

    • Daphne Bousquet, CMP says:

      That is an excellent question, Jeannette! The answer is no. You should not sell too many things in the back of the room. That just confuses people and a confused mind never buys. Choose 3 things. A home study course, a coaching package and a all of the above offer. (or any combination thereof.) I see a new blog post coming your way…

  3. This is a great list Daphne. Each one has its own merits depending on your event and your total product package.

    I didn’t know or heard the term of Hybrid Coaching but I like the concept very much. Appreciate your detail on each service that can be offered.
    Lynn Brown recently posted..Making The Switch: Why Learn Internet Marketing?

    • Daphne Bousquet, CMP says:

      Thanks Lynn. I am not sure if “Hybrid Coaching” is an actual term, but it works for me. It shows the combination of group and 1-on-1 coqching. Kind of like “Hybrid Events”, a face to face event, with a virtual component.

  4. This couldn’t have come at a more perfect time for me. I am having my first “back of the room” opportunity this month and am working on my offer. I love, love, love the hybrid coaching. I was leaning towards that but you know, was second guessing and all. Thanks SO much for this timely post!!
    Martha Giffen recently posted..Your Blog Can Network Too!

    • Daphne Bousquet, CMP says:

      Thanks for stopping by, Martha. I am glad my post encouraged you to go with your gut. We should trust our guts more I think.

      One caveat: I write with your own events in mind, and not necessarily other people’s stages. Sometimes what works great on your own stage, when you have a couple of days to position yourself, doesn’t necessarily work in a 45 minute presentation for the local chamber of commerce. Always know your audience!

      Good luck with your offer this month. Let us know how it worked, OK?

  5. Daphne, your comment that “a confused mind never buys” officially ranks as a profundity! It’s a deceptively simple statement that, when ignored, probably gets a lot of speakers in trouble.

    When I think about it, I realize this is really just another type of targeted marketing: You don’t dump *all* your BOR options on any one group; you choose the two or three top ones.

    And, to go off topic for just a moment, I want to say that I think *your* niche – that of certified meeting planner who specializes in helping speakers get butts in the seats – is nothing short of brilliant. I want to be like you when I grow up!


    • Daphne Bousquet, CMP says:

      I wish I could take credit for the phrase “A confused mind never buys”. I have heard it from so many people, I don’t even know who to credit for that :-). Definitely applies to BOR sales though.

      Thanks for the kind words about my “niche”. Of course, I am still trying to decide what I want to be when I grow up! Thankfully, I probably have another 25 years before that ever happens (if ever).

  6. Been doing this for over 20 years. My advice is to sell from the front of the room what what you believe is the most likely next step that benefits everyone in the room and mention what’s available at the back of the room, and how it might be useful.

    For those squimish about selling, you probably have one of two problems; either you don’t believe your product or coaching will really make a difference (in which case don’t offer it), or you are making it about YOU instead of about serving the people in front of you. If you have something that you know works and WILL make a difference then you owe it to them to advocate on behalf of their future.

    • Daphne Bousquet, CMP says:

      Thank you for posting this comment Jim. This is exactly what I am talking about.

      If you have something that you know works and WILL make a difference then you owe it to them to advocate on behalf of their future.

      You hit the nail right on the head with this!

  7. Chris says:

    Oh lovin this list Daphne! And most important for me, is limiting the number of items to buy… And we know that comes from our own desire to share all that we have.

    But we have to be thoughtful of who is in the room — and that’s what you ALWAYS remind me to keep in mind! (see I listen…smile)

    I vote for hybrid — gives the client the best of both worlds — learning from you and learning from others!

    Thanks my friend!

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