Podcast Summary: Courage & Clarity - Episode 137: She couldn't fill her group anymore...(until Sold Out Group Programs)

Host: Steph Crowder
Guest: Janet Engel
Release Date: June 11, 2025

Introduction

In Episode 137 of Courage & Clarity, host Steph Crowder welcomes Janet Engel, a professional performing oboist and coach for musician entrepreneurs. This episode delves into Janet's journey of overcoming challenges in filling her group programs and achieving sustainable business growth through Steph's "Sold Out Group Programs Mastermind."

Guest Background

Janet Engel is not only a talented oboist but also dedicates her expertise to running educational programs tailored for OBO artists. Additionally, she coaches musician entrepreneurs on building and sustaining their musical businesses without compromising their artistry and ambitions.

Janet introduces her role:

“I am Janet Engel and I am a professional performing oboist. But in addition to like actually showing up and playing my instrument, I run educational programs for OBO artists to help them to lean into their own artistry… and I also coach musician entrepreneurs on how to run their own musical businesses.”
[02:00]

The Challenge: Struggling to Fill Group Programs

Despite experiencing significant success during the pandemic, Janet found herself struggling to maintain the same level of enrollment post-pandemic. Her reliance on a small, consistent group of clients was no longer sustainable.

Janet explains her predicament:

“I was feeling incredibly launch shy because… the last few launches… yielded results like three people, four people.”
[04:00]

Pandemic Success vs. Post-Pandemic Challenges

During the pandemic, Janet's programs sold out effortlessly as many individuals were at home and eager to engage via Zoom. However, as circumstances changed, including economic uncertainty and increased personal busyness among her clients, enrollment numbers dropped.

Janet reflects on the shift:

“During the pandemic I had like several sold out programs… the more distant we got from that, the more I began to hear people say… I just didn’t hear anything at all.”
[05:35]

Seeking Solutions: Joining the Mastermind Program

Determined to find a sustainable solution, Janet joined Steph's "Sold Out Group Programs Mastermind" in the fall of 2024. This program offered a structured approach to revamp her sales and marketing strategies.

Steph introduces the mastermind:

“...clients get an entire year with me inside of the program... you are in the first cohort.”
[02:39]

Implementing New Strategies: The Five-Week Buzz Blitz Process

Through the mastermind, Janet learned to slow down her launch process, incorporate individual reach-outs, and effectively utilize waitlists. These strategies contrasted sharply with her previous approach of rapidly launching new offers with minimal interaction.

Janet describes her new approach:

“Using the templates that you have in the program… I felt that I slowed down and stretched out the launch a lot more than I had been doing previously.”
[10:56]

Key Insights: Mastery vs. Sales Skills

A significant revelation for Janet was understanding that mastery in her field does not automatically translate to customer acquisition. She recognized the need to develop direct sales and marketing skills to effectively communicate her value and attract new clients.

Janet shares a critical insight:

“Music conservatory… they do not teach you how to do online marketing. And they do not teach you how to, like, directly ask for a sale.”
[09:01]

Steph reinforces this mindset:

“The misconception… [is] like, actually, you are amazing. It's just that sales and marketing is a different skill set.”
[09:30]

Transformative Results: A Successful Launch

Implementing the strategies from the mastermind, Janet's recent launch of her "Invincible Oboist" program was a resounding success. She enrolled 13 participants—half before the official launch event—demonstrating the effectiveness of personalized outreach and a well-structured launch timeline.

Janet celebrates her success:

“I ended up with 13 delightful people in my program… half of them… came in before I even had a launch event.”
[11:00]

Overcoming Hesitations: Embracing Direct Outreach

Initially hesitant to reach out directly due to her introverted nature, Janet found confidence through Steph's guidance and the supportive community within the mastermind. The concept of the "magic ripple" helped her reframe her approach to engaging existing contacts.

Janet discusses overcoming fears:

“I found that reframed the idea that it is not pushy to… reach out to people and let them know I can help them.”
[15:33]

Program Impact: Comprehensive Support and Clarity

Janet highlights the invaluable support and resources provided by the mastermind program. From accessible materials to active support within the Slack group and personalized feedback, the program offered her the clarity and confidence needed to elevate her business.

Janet praises the program:

“There is a lot of support inside the Slack group where I can Ask for coaching and have a response within a day. … seeing the tweaks that you are making to my copy was really eye opening.”
[18:24]

Advice to Aspiring Entrepreneurs

For listeners who possess expertise in their fields but struggle with sales and marketing, Janet wholeheartedly recommends Steph's mastermind program. She emphasizes the program's focused curriculum and supportive environment as key factors in her transformation.

Janet advises potential participants:

“For anyone who, like me, has mastery in your field but isn't sure how to sell it… your program is terrific.”
[24:21]

Conclusion: Connecting with Janet

Janet Engel concludes the episode by sharing her contact information, inviting listeners to explore her work through her website, podcast, and YouTube channel.

Janet shares her platforms:

“They can find me@janetingle.com or I am the crushing classical podcast or I am on YouTube as the five minute read maker.”
[25:05]

Steph wraps up the conversation:

“Thank you so much for hanging out with us. It's been amazing, Janet.”
[25:17]

Key Takeaways

• Mastery vs. Marketing: Expertise alone doesn't guarantee client acquisition; developing sales and marketing skills is crucial.

• Structured Launches: A well-planned, extended launch process with personalized outreach can significantly improve enrollment numbers.

• Overcoming Fears: Reframing sales as making meaningful connections rather than pushy tactics can empower introverts and reserved individuals to engage effectively.

• Support Systems: Access to ongoing support, feedback, and resources accelerates business growth and personal confidence.

Notable Quotes

• Janet Engel on Program Impact:
  “…there was a lot more individual reach outs that happened early in my process… I was able to enroll half the program before I even did my official launch event.”
  [10:56]

• Steph Crowder on Sales and Marketing Skills:
  “It's just that sales and marketing is a different skill set. And once you learn how to harness that skill set…”
  [09:30]

• Janet Engel on Reframing Outreach:
  “Realizing that the people who were closest in were probably the most likely to be interested… that brought me around.”
  [15:03]

This episode serves as an inspiring case study for female entrepreneurs seeking to transform their business strategies, emphasizing the importance of combining passion with actionable marketing tactics to achieve sustainable success.