Courage & Clarity: Episode 111 Summary Title: Sell More Services Through Paid Workshops: Year on the Wall Insights
Host: Steph Crowder
Release Date: December 16, 2024

Introduction to the Episode and Topic

In Episode 111 of the Courage & Clarity podcast, host Steph Crowder delves into the intricacies of running paid live workshops, using her annual event, Year on the Wall, as a case study. This episode offers listeners a behind-the-scenes look at what it takes to successfully launch and leverage a paid workshop to not only generate revenue but also attract and convert new clients.

Overview of "Year on the Wall" Workshop

Year on the Wall is Steph Crowder's flagship paid live workshop, designed to help entrepreneurs and business owners meticulously plan their upcoming year. The workshop uses large calendar pages and colored sticky notes to facilitate goal setting across various life and business "buckets." Participants reverse-engineer their annual plans by:

• Financial Planning: Understanding revenue streams and financial goals.
• Lead Generation: Creating strategies to attract potential customers.
• Life Integration: Balancing personal life with business objectives.

Steph emphasizes the workshop's comprehensive nature, stating, "It's not complicated, but we really spend ample and abundant time on going deep into what you actually want" (00:15).

Evolution and Impact of "Year on the Wall"

Since its inception around 2018, Year on the Wall has grown organically, attracting approximately 2,000 participants to date. Initially launched as a free workshop out of necessity, the overwhelming positive response led Steph to monetize the event with a consistent $47 ticket price. This transition marked the workshop as her "annual Super Bowl," serving primarily as a lead generation tool rather than a direct revenue stream.

Steph shares, "I don’t really do year on the wall for the ticket sale revenue... I see this as a way for me to generate new leads" (00:35).

Challenges Faced in the Recent Year

This year presented unexpected challenges for Steph. Unlike previous years where ticket sales were robust, this iteration saw a slower start with only 25 tickets sold by mid-December. Steph candidly addresses the economic uncertainties impacting consumer behavior, noting, "People are buying differently. I think people are being more discerning" (26:10).

Shifting Mindset: From Quantity to Quality

Faced with lower-than-expected ticket sales, Steph experienced a pivotal mindset shift. Initially contemplating discontinuing the workshop, she reframed her perspective to value quality over quantity. By viewing the 25 attendees as a "third grade classroom," she focused on delivering exceptional value to each participant rather than aiming for mass enrollment.

Steph reflects, "How much of my own power am I giving away to the external validation of, like, do you like me?" (34:20).

This change in approach not only enhanced the workshop's quality but also revitalized her enthusiasm, leading to a successful and impactful event despite the slow start.

Strategies for Selling Services Through Workshops

A significant portion of the episode is dedicated to effective sales strategies post-workshop. Steph emphasizes the importance of leveraging the workshop as a launchpad for higher-ticket offerings rather than viewing it solely as a revenue generator. Key strategies include:

• Go Deeper Invitation: Steph illustrates a natural transition from workshop content to inviting participants to engage in more personalized coaching or advanced programs. She advises, "The easiest transition to a pitch... is it's the go deeper with me option" (43:50).

• Authentic Invitations: Instead of hard-selling, Steph advocates for genuine invitations that align with participants' momentum and readiness to implement their plans. "If you don't have the courage to invite them to keep up their momentum, what's going to happen to them?" (47:30).

• Implementation Support: Highlighting the gap between planning and execution, Steph underscores the necessity of providing ongoing support to ensure participants achieve their goals. She states, "Implementation is where your attendees are going to struggle. That is where they're going to need you."

Key Takeaways and Conclusion

Steph Crowder's Episode 111 offers valuable insights into maximizing the potential of paid live workshops. Key takeaways include:

1. Purpose Beyond Revenue: Use workshops primarily as lead generation tools to expand your client base.
2. Adaptability: Be prepared to pivot your approach based on market conditions and initial feedback.
3. Quality Engagement: Focus on delivering exceptional value to attendees, regardless of group size.
4. Seamless Sales Integration: Incorporate authentic invitations to higher-ticket services to capitalize on participants' enthusiasm and readiness to act.

In closing, Steph encourages entrepreneurs to embrace courage and clarity in their business strategies, ensuring they offer meaningful support that resonates with their audience's needs. She reiterates, "I am wishing you the courage and the clarity to go after what you love. And I will see you next time."

For those interested in experiencing Year on the Wall, tickets and additional information are available at yearonthewall.com.

Notable Quotes

• On Planning Beyond Basics:

  "It's not complicated, but we really spend ample and abundant time on going deep into what you actually want." — Steph Crowder (00:15)

• On Lead Generation:

  "I see this as a way for me to generate new leads... when you find something that brings new people in, I think it's really important to focus on that." — Steph Crowder (00:35)

• On Overcoming External Validation:

  "How much of my own power am I giving away to the external validation of, like, do you like me?" — Steph Crowder (34:20)

• On Selling Through Workshops:

  "The easiest transition to a pitch... is it's the go deeper with me option." — Steph Crowder (43:50)

• On Implementation Support:

  "Implementation is where your attendees are going to struggle. That is where they're going to need you." — Steph Crowder

This episode serves as an essential guide for entrepreneurs looking to harness the full potential of paid live workshops, emphasizing strategic planning, adaptive thinking, and authentic client engagement to drive sustainable business growth.