How to Become a Business Coach

How You Can Run Stunning Seminars To Get Coaching Clients

By on March 1, 2020

Did you know that coaches who do seminars get 38% more revenue than coaches who don’t?

I’ll say that again, just in case you missed it.

Coaches who do seminars get 38% more revenue than coaches who don’t.

This is because leads who go through seminars convert to clients at a much higher rate.

Why?

Because doing seminars is like bringing a group of people into a room and conducting a “complimentary coaching session” with all of them at once. Think about what happens in a complimentary coaching session.

We help them catch a glimpse of what we can do for them as business coaches. We teach our frameworks, our models, our vision of what their business can become.

We give them a taste of what they need. We give them optimism. We give them hope!

By the time we’re done and meeting with them for a one-on-one complimentary coaching session, they’re already pre-disposed to buy!

At that point, it’s usually just a question of finding out what level of coaching engagement they want. Do they want our $1,000/month silver package,$2,000/month gold package, or our $3,000/month platinum package

Again, when done right, leads who come to our seminars become red-hot and ready to buy. That’s the power of what we call a stunning seminar.

So how do you run a stunning seminar?

First, create the right environment.

A couple of important tips for creating the right environment. You should have energetic, exciting music in the room as people come in. This gets them talking at full-voice and filling the room with energy. Keep the room at 72 degrees maximum so it feels comfortable and no one can get sleepy. Make sure there’s movement. Get people up, moving, talking to each other. Have them problem-solve together, interact with your content, and share about their businesses with each other (and with you!). And, of course, have food!

Every team member you bring along must exhibit top host or hostess behavior. You and your team should treat people graciously, warmly, and passionately serve them as if they were guests in your home. Roll out the red carpet when they enter the room. After all, it takes just three to 30 seconds to create a first impression…and 20 more encounters to change it!

Every team member you bring along must exhibit top host or hostess behavior. You and your team should treat people graciously, warmly, and passionately serve them as if they were guests in your home. Roll out the red carpet when they enter the room. After all, it takes just three to 30 seconds to create a first impression...and 20 more encounters to change it!

You and your team can use the GUEST principle to make sure you and your team members make that positive first impression.

Greet each person warmly.
Use their name (nametags are a godsend).
Eye contact.
Smile.
Thank and compliment.

Second, use the right curriculum.

I like to walk seminar attendees through my Five Steps to Freedom methodology in just under two hours.

The Five Steps to Freedom is a big-picture framework that walks them through the entire life-cycle of a business, from idea to exit. Any business owner will be able to find themselves in this framework and begin to relate to where their business is on the model. What’s more, they’ll be able to catch a vision for where they can go next. This means they’ll be able to relate to the presentation and feel like they’ve gotten useful, actional takeaways from it.

Third, close confidently.

in the last 15 to 13 minutes of your seminar, we present different levels of engagement. We present three options: (1) one-on-one coaching, (2) group-coaching, or (3) a complimentary coaching session for those who aren’t ready to enroll on the spot.

When you do this process correctly, you’ll sign up some one-on-one and group coaching clients on the spot. At worst, you’ll have a whole stack of red-hot leads to follow up with at a complimentary coaching session later! Like I said before, complimentary coaching sessions booked at the end of seminars close at a much higher rate than others.

Use this script to capture as many leads as possible: “Now, if you simply don’t have the time this morning or you have a business partner who needs to help you choose the program that works best for you, what I can do is give you the opportunity to schedule yourself into my calendar for a complimentary coaching session. We’ll use that time to pick the right coaching program for you.”

Fourth, track your results.

Once the seminar is done, review your KPI’s. You should compare actual vs. planned on the following metrics:

  • Registrants booked
  • Registrants attended
  • Complimentary Coaching Sessions booked
  • Clients signed

Over time, and with practice, your skills will increase — and so will your conversions! So what are you waiting for? It’s time to start running your own stunning seminars today!

Want the full Stunning Seminars system, complete with scripts, marketing, and the Five Steps to Freedom curriculum? Get a FREE 30-day trial of our comprehensive business coaching system, which includes Stunning Seminars!

Eric Dombach

About Eric Dombach

Eric Dombach is the Founder of Coaches’ Coach. In 2001, he founded a business coaching firm that, by 2005, was generating more than $1 million USD in revenue, 23% operating profit, and average annual growth rate of 140% per year. In 2005, he sold the firm to 4 of his employees for $1 million U.S. dollars, generating a return on capital of more than 800%. Since then he has trained more than 1,300 independent and franchise business coaches in the United States, Canada, Mexico, Europe, and Australasian markets.

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