Start Your Own Coaching Business by Entrepreneur Press

Author:Entrepreneur Press
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2011-03-10T00:00:00+00:00

In-Person Courses and Seminars

Okay, so you’ve got your one-on-one coaching programs all set up. It’s now time to consider in-person seminars. You’ll want to consider them in two ways: first, as a stand-alone add-on to your coaching services, and second, as a lead generation tool as well.

Because of the dual purpose of your in-person seminars, you need to price your seminars and workshops very carefully. Charge too much and no one will show up. Charge too little, and you lose money on the seminar itself.

Based on my experience, there are two approaches:

First, plan some seminars that require attendees to pay. The idea is to charge something to help cover your expenses, but not so much that it scares people off. This way, you do make some money on the seminar even if no one ends up signing up to your coaching programs. However, if you play your cards right, you’ll actually make a decent amount of money on your seminars, and then, make some real money by having people register for your coaching program as well.

Second, do not immediately turn down free opportunities to speak. While colleges pay me handsomely to speak at their schools, when AFTRA (the American Federation of Television and Radio Artists) asked me to speak to their membership with no fee, I eagerly said yes. The opportunity to speak to AFTRA members is too good to pass up, because many of them may indeed become my clients. Those who don’t may at least spread some positive word of mouth. Finally, the credibility boost that I gain by speaking there can’t be quantified.

Of course, on the flip side, you can charge an arm and a leg for your seminars if you want, but the seminars would not act so much as lead generation tools for your coaching services; they would be ends in and of themselves. In this case, your marketing will have to be even stronger, because the more you charge, the more work you have to do to justify the cost to your potential attendees. It’s always amazing how a free seminar typically fills up to capacity, but a pay-for seminar always has empty seats. One is excellent as a lead generation device; the other is great as an income producer. But it’s always easier to market the free seminars, for obvious reasons.

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