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Hosting A Workshop Best Practices

  • Updated

Suggested Pricing

Workshops are priced to attach a perceived value. We suggest not charging clients, or offering a steep discount with a vanity promotional code to entice new leads or thank valued clients.

Brochure

We recommend you use a short, succinct, and eye-catching brochure. Things to consider:

  • Ensure a link is included to your online registration page.
  • State your target market. For example, “If you’ve been running your business for at least 5 years and generate between $500K and $5M in revenue, you’re invited to…”
  • Avoid any mention of, “how to sell your business.” Instead consider, “maximize the value of your business.”
  • Ensure the brochure is eye-catching and of high quality. You can hire a designer inexpensively on sites like Fiverr or Upwork.

We’ve already created a brochure template for the Freedom Workshop, which you can find under Content Library > Presentation Templates > The Freedom Workshop in your advisor portal.

 

Partnering With Other Advisors

Step 1: Find complementary advisors to host a workshop with you.

  • We suggest partnering with three advisors.
  • Focus on the centers of influence in your market. Examples of complementary advisors: intermediaries, business lawyers, business insurance people, business coaches, business consultants, exit planners, and financial advisors.

Step 2: Agree on the format of the event.

  • We suggest at least 4 weeks of lead time.
  • Agree on a target market (revenue, industry, psychographics).
  • Agree on a date, time and venue. Private clubs are a great location to host your event and breakfast events tend to work best for business owners.
  • Each speaker agrees to talk for “x” minutes.
  • Each speaker agrees to share “x” percentage of the cost of the event.

Step 3: Create and offer promotional discounts.

  • Create a vanity promotional code for each advisor hosting the event. For example, the name of your firm or “VIP2020.”
  • Track who showed up and which advisor invited them. Keep your partners accountable.

Step 4: Market the event.

  • Each partner commits to bringing 10 business owners.
  • Invite your existing contacts. We suggest sending personal invites to guests. The warmer the relationship with business owners, the higher the attendance/response rate will be.
  • Focus on (in order):
    1. Personal invitations delivered face-to-face.
    2. Personal invitations by phone.
    3. Personal invitations by email.
  • Marketing to avoid:
    1. Mass email.
    2. Radio.
    3. An “if you build it, they will come” attitude – they won’t.

Step 5: Get feedback.

  • Create one feedback form for all advisors.
  • Have attendees rate the session by responding, on a scale of 0 to 10, to “How likely would you be to recommend “x” to a friend or colleague?”
  • Use a “tick box” on your opt-in form for offers from speakers, for example, “Would you be interested in getting your Value Builder Score?”

Piggyback On Someone Else’s Audience

Peer-to-peer advisory boards:

  • Vistage
  • Entrepreneurs Organization (EO)
  • The Alternative Board (TAB)
  • Renaissance Executive Forums
  • Industry Associations
  • Chambers of commerce

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