Why Your Workshop Doesn’t Convert Audience into Clients

Five Mistakes Coaches, Consultants and Entrepreneurs Make

Guest post by Leslie Zucker

book-cover-small Below, are the Top 5 Mistakes Zucker Helps Coaches, Consultants & Entrepreneurs Overcome:

#1: You don’t specifically describe what problem you solve.

Have you ever said, “I adapt my services to what my clients need” or “I offer something different for every client”?  You may be trying to convey that you are an accommodating person, hoping it will catch those potential buyers who may be skeptical that you are the right fit for them. If this describes you, you may be sabotaging the success of your workshop or presentation meant to bring in clients.  Instead of giving a first impression that you’re accommodating, you likely seem vague and possibly inexperienced at what you do.

Your ideal clients have specific problems and struggles, things that keep them up at night, pains and embarrassments that haunt them over and over. I’m not just talking about some inconvenience that would be nice to avoid, but something big that drives them CRAZY! Every time this struggle shows up, they get frustrated and fed up. Doesn’t that happen to you sometimes? It definitely happens to me! It’s not fun.

#2: You don’t truly know or fully decide on who your ideal clients are.

Let’s say that I asked you,  “What type of person would get the most from your workshop?” Would you be able to describe that person in one minute, and really paint a vivid picture?  If you’ve done this well, it’s likely those people will self-identify and show up. If you haven’t, then people may get that un-excited feeling when something is vague or too common, maybe even over-used and tired. In that case, they are unlikely to come, or tell anyone else about your workshop.

You may be new to your business or not fully decided yet about whom you most want to help, that’s okay. Keep reading.

#3: You are afraid of being perceived as “pushy” and don’t make an offer.

Many business coaches are teaching how to make an offer. It’s a pretty popular topic these days, because it’s such a common problem.  If you’re still saying to yourself, “I hate sales” or “I’m no good at selling”, then you’re probably sabotaging your own success. 

If you have chosen to use workshops or presentations as a marketing strategy to bring in clients, then you are selling. If you are afraid of how you will be perceived, or you are embarrassed to describe what you sell, then you fail to truly believe in your own value. When you believe in your own value and you can speak about it without any embarrassment or shame, then you attract clients, not push yourself on them.

#4: You have become disconnected from WHY you do what you do.

Entrepreneurs and self-employed consultants and coaches face all kinds of obstacles – from isolation to self-doubt to overwhelm and financial stress. Being self-employed can be a roller coaster ride. The reality of paying the bills, building the website, finding clients, getting out there, and creating new marketing materials can be overwhelming. Because of the daily stress you may forget, or unintentionally create distance, from the real reason you want to help.

In your workshops, you may fail to connect, on a personal level, with your ideal clients because you are failing to connect with your own motivation. You are focused on the number of people at the workshop, the logistics, or worse, something as petty as the typo in the Power Point slides!

#5: You don’t let your passion and personality shine through.

You may be asking, “What does my passion have to do with my workshop?” or saying, “I don’t have time to include that, and besides, people don’t care.”

If you don’t let your passion and personality shine through, frankly, you are not showing up with the sense of self-confidence that sells.  You don’t shine.  A few months after your workshop, the audience may not remember you or your name.

To learn how to avoid each of these mistakes, download the whole article here.

About the Author

leslie-headshot-for-blog-postLeslie Zucker works with coaches, consultants and entrepreneurs who love to teach or train people, know they are good at it, but struggle to find clients. She teaches them how to use that talent to deliver workshops that bring in clients to their business.

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