Create a workshop so attendees want even more

If you are planning a new workshop, one of the first things I advise my clients to do is think about what you want to have happen when it’s over. In other words, whenever you do an event, always have an “upsell” to offer people. I don’t love the word “upsell’ so let me just say what I am really talking about is the opportunity to work more deeply with attendees.

Defining how you can work more deeply with participants once the workshop is over can actually help you determine the workshop’s topic or theme. You also want to give some thought to who you want in the room. The type of client that would be best suited to what you have to offer.

Start by thinking about what your ideal customers want most. Write down all their needs and concerns that come to mind. Then think about how these subjects provide your clients with an opportunity for even deeper learning.

So, I would not only base your workshop topic on this, but also how you position the workshop and market it. It should all go back to what else you’ll be offering to the group afterwards. There are always people who will be disappointed if you don’t give them a chance to work with you further. So, I don’t want you to say to yourself, “No, they’re already paying me.” Many people just want more.

This happened to me when I took a four day workshop in San Francisco. The leader didn’t offer any further work. I really wanted to work with him more, so I was very disappointed.

Truth is, this is a smart way to make a lot more money. When you think about the next step and let that help you determine the whole package, you have created a strategic marketing opportunity. And you give yourself the chance to fully build on one idea, making it even bigger and longer lasting.

Your Client Attraction Assignment
When you start thinking about a new program, remember to take it to the next level by thinking about how you can offer to work more deeply with people. Whatever ideas you come up with, play them out in your mind to see if they have additional extensions on the same theme. There might also be additional products that support the workshop, as well as private coaching or extended group work.

When you extend a single idea, you have the opportunity to make so much more money. This is working smarter, not harder.