Remember when finding the address or phone number of a business meant…
Although the Big Fish Local team includes many digital marketing specialists that are genuinely obsessed with crunching analytical data and moving the needle on a company’s search result rankings, we also have a handful of sales specialists that support business leaders in developing their rhetoric and overall abilities to drive conversions.
After all, we’ll be able to get you to the top of your most important SERPs (search engine results pages) and dramatically increase your website’s traffic, but we won’t be the ones answering the phone when your online leads call you! That’s why it’s so important to keep your sales strategies as a top priority while you’re undergoing comprehensive digital marketing campaigns.
The good news is that all of us at Big Fish Local are on the same page when it comes to supporting our clients and their opportunities to build brand awareness and industry relationships. What we’ve learned over our many years of experience is that effective workshops just so happen to be one of the best ways for businesses to showcase what they have to offer and expand their clientele.
Of course developing a high-quality workshop that actually sells is a lot easier said than done, so below we’re providing some of our specialized tips to help you prepare for your next business workshop!
Every effective business workshop is rigorously planned out, and this is partly because preparation is the #1 way to be successful in any kind of public speaking!
The very first step in preparing your workshop content is knowing who your target audience is, and this is something that we’ll be more than happy to help you with because it’s a big part of what we do all the time for each of our clients. Once you have a thorough understanding of your target audience, everything else will start to correctly fall into place.
The next preparation step is to determine what your “Big Promise” or “Big Picture” is for your workshop, and this typically will entail going through your products/services and deciphering what your company’s best selling points are. You’re going to want to get people excited about your workshop just by reading headlines and other marketing content, so this means making a tangible connection between how your business can truly benefit your target audience’s livelihoods.
Once you have a solid concept for your workshop’s “Big Picture”, it’ll then be important to prepare the details of your workshop and how you’ll present information in a specific order. This also means that you’re going to need to brainstorm specific core themes and concepts that you’ll continuously refer back to throughout the entirety of your speech. This preparation step is absolutely critical, because it plays a direct role in how engaging and rhetorically effective your workshop will end up being.
Lastly, you’re going to need to prepare specific offers that are directly oriented around your workshop’s themes and core concepts. Your target audience is going to end up being fully engaged when you follow the above preparation steps, but that won’t matter if you aren’t successful with how you pitch your products/services. Of course you want your workshop members to get a lot out of simply participating, but this step is where you’ll obtain an even greater ROI for your hard-fought efforts!
There are many different high-quality webinar providers out there that you’ll be able to choose from, and all of these platforms are great tools when it comes to ensuring the overall success of your business workshop. In the past a lot of workshops would take place in convention centers and hotels, but now it’s safe to say that the emergence of online workshops are making these types of opportunities easier and more convenient for business leaders and audience members.
You’re also going to want to establish an online merchant account that makes online payment processing a lot easier for your workshop attendees. It’s never a good thing when people get confused during the process of signing up for your workshop, so being as streamlined as possible is a major preparation step to ensure your workshop’s success!
The above tips are about getting ready for your business workshop, but there of course is a lot to keep in mind while you’re actually in the moment! Keep the following tips in mind while you’re conducting your workshop:
Getting an early start is always a good idea when you’re leading a business workshop, partly because this provides an opportunity to ask your audience some questions. Make sure you get a good understanding as to what they want to get out of your workshop before things get started, and demand some real answers.
Getting these types of answers before things actually get started will help you to better know your pacing, and how you can effectively solve their problems/concerns.
This is another important step to keep in mind for the beginning moments of your workshop, and you should establish the following:
The more you prepare for your workshop, the better your overall content delivery will be. However, there are some factors that you’ll need to keep in mind on the day of your workshop that will help you to more effectively deliver your content.
Keep what your audience told you in the beginning stages of your workshop in mind, and try to tie your content back to the information they provided whenever it’s appropriate.
You should also ask your audience to provide you with feedback, and it always goes a long way when your audience will let you know what your workshop’s education means to them and their personal pursuits.
It’s somewhat inevitable that you’ll come across a heckler or two when you’re leading a business workshop, so it’s important to know what to do in these types of situations.
The first thing you should do is politely remind the heckler about the ground rules of the workshop, and then you should simply let the rest of the audience respond to the heckler instead of you.
Sometimes it’s best to ask a heckler to leave in certain scenarios, because it’s best to not leave a spoiled apple within the bunch when you’re delving deep into your workshop’s complex topics and sales points.
Every workshop offer is going to be unique, but there are some commonalities that you should keep in mind.
One thing you should do with your workshop offer is leverage a top-down strategy, which means that you should start at a higher price and gradually work your way down towards a price that your prospects are more satisfied with.
One way you can do this is by offering payment options that make your offer more enticing and affordable for everyone.
Big Fish Local has been a leading digital marketing agency throughout Central Ohio for many years, and we’ve helped business leaders get to the top of search results and bring their sales strategies to a whole new level.
Our team will be there for you through every step of your workshop preparation, and we’ll help you ensure the overall ROI of your efforts. Reach out to us online or call us at 614-945-4544 to get in touch with our team and let us know what questions you have about developing your next business workshop!
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