What we want to talk about is when you work your workshops, you want to identify the right workshop to do for your practice.
A lot of things go into this, and if you don't identify the right team for your practice, your workshop can flop before they ever even get started.
#1 Your Market
What does your market look like? Is it saturated in a particular thing?
If there are 10 chiropractors around you, and a bunch of physical therapists and somebody that specializes in back stuff, and you're running a low back inside medical workshop, you might already be in a saturated market.
It doesn't matter how awesome you are. It doesn't matter how much you crush it. The market’s saturated. These people are getting exposed to this over and over and over again, within your market already.
So even if you're doing awesome, your lead magnet isn't going to bring in as many people. The more competition, the more difficult it is to get people into that.
You have to assess your market to make sure that what you're doing is a good fit within your market. If it's saturated, you're going to be a bad fit, it's not going to go well.
I've tried it. I've done it, and it doesn't work when you're in a saturated market. You have to identify that niche, the best thing within the given market that you're in.
If you're a public health specialist, there's not a lot of places to go here. You're not going to be running a show or shorter workshop. It's just not what you do, which takes us to number two.
#2 Do what you do well
What is it that you're gifted at? What is it that you do with people? What is it that you help everyone with?
You don't want to stray too far from your core with your workshops because you'll bring the wrong people in your practice. Bringing the wrong people in your practice is almost worse
than bringing no one in your practice at all, because they're not gonna have a good result. Their outcome isn't going to be what they want or what you want because it is not what you do.
So make sure that you identify what is available within your market. Make sure that what you're doing is something that you do well, something that you can deliver a great result for each application through the door. If not, everything breaks on the backend. That's number three.
#3 Do you have past patients that refer to you?
You need to identify these past patients. You need some means of identifying these patients.
So if you have past patients that already have had success stories, now we can start working on different things. We can start working testimonials with them. We can start asking these people for referrals.
I think identifying happy past patients are a huge leverage point. Your testimonials get people over that hurdle. People need to know and trust you.
If they don't like you, don't know you, and don't trust you, they're not going to show up the workshop, and they're not going to convert.
Even if they do show up, you won't convert them, because that is the entire goal. If you have past patients that can give you testimonials about what you're doing, it helps you clear some of that hurdle.
If the testimonial comes from their family or friend, we now have magic, because they already like, know, and trust the other person. It's better than a testimonial from somebody whom they don't even know.
If your mother, brother, cousin tells you something great, it's a lot better than Joe Schmo who you've never met before saying, “Hey, that's great over there.” It carries a little more weight.
We also need a mechanism of identifying who should ask and who shouldn't ask. There's a specific science to this. A guy from Harvard did a ton of research, and we will get into that.
Past customers convert over two times better rate than cold traffic from a lead magnet. So you really have to identify what we've done well in the past, and bring those people in.
#4 Do a demo
The final thing might get influx new viewers, hopefully. You want to give them a quick win. I recommend doing a demo.
You want to get somebody up in front of the entire group. You're going to cherry pick from the audience. You want to identify somebody that you think you can get up in front of everybody, and you can demonstrate a quick win to them.
You can show everybody in the audience not only the stuff that you're teaching when you give them your handouts, when you give them all the information, when you talk to them up in front of the room, or when you engage them.
That's one thing when you bring somebody up that's got a problem. They're there for low back pain. They go down to touch their toes but they can barely get their knees.
Then you get them on the table, you spend 5-10 minutes with them. They get up off the table, and now all of a sudden, they can get down to their ankles. They say that their pain has improved.
Now you start to build credibility with everyone.
If you can give them a quick win, then that is going to convert more people in your workshop. So you have to pick something from the beginning, that you can give someone a quick win with.
With your pelvic health specialist, as I use the example before, this is gonna be a little bit more difficult. You're not going to be able to get up there and do the thing that you do in front of everyone. It'd be very awkward.
So you've got to pick something where you can show the people in the audience a quick win with someone in the audience. You are establishing that credibility with everyone within the audience.
What should you do for your workshop?
First, identify what are the needs within your market are.
If there's a thousand back people within your small area, chiropractors, tons of back ads - this market is saturated. You're going to have a harder time getting people into that workshop.
In closing, I recommend that you do not run the same workshop back-to-back-to-back. Unless you're an absolutely huge market, they'll work for a month or two, then they'll fizzle right out on you because you've already saturated the market yourself.
Second, what do you do? What is it that you're gifted at? What is it that you've helped people with? What is it that you're really good at?
You want to try to tailor your message to something within that market. To that end, you will have past patients that have had wins. You want to use testimonials from the past patients that you've had wins.
Those testimonials are very important in overcoming the like, know, and trust hurdle. The like, know, and trust hurdle is the difference between new closings and somebody walking out of your workshop without closing.
As I said before, if we can identify these past patients - the happy ones - and get them to refer people to us, you can fill your workshops up with people that are primed. They're ready to go.
They're going to close it, over twice the rate in cold traffic that you nurtured with a campaign, a lead magnet, or whatever.
The final thing is try to do a demo, if you can, in front of the audience. You want to display a quick win for somebody within the audience. This overcomes that last-minute trust with them.
Then within the group, you want to identify the people that are most likely to close. You want to engage the audience and find out who's in a lot of pain or who's really having a problem with the thing that this workshop is.
Those are the people that want to close. They are looking for an answer to their problem. You need to identify them. The demo allows you to show them a quick win when you identified them.
Then you have to ask for the close. You have to ask them to become patients. You have to ask them to sign up for an evaluation. You have to ask them to sign up for your free screen. If you can't get them to sign up for the evaluation, you need to engage with them.
When this is over, reach out back to them. But that's not what this one's about. This one is about identifying the workshop that you should do - the thing that's going to close and bring the most people into your practice.
Any questions, just put them below. If you would like me to tag you in future episodes (we're going to do at least another three in this workshop series), you can put “tag me” down below, and I will make sure that I tag you on the next workshop.
How long do you do workshops? I try to keep them not too brief. I want at least 25 minutes to half an hour minimum. I try to go for 40 to 45 minutes. Any longer than that, I find that I start to lose people, you start to lose them.
You want to give them information, show them a quick win, and close. The goal here isn't to trap people, to keep them there for as long as you can, or to stuff as much information into them as you can.
The goal is to show them that your practice is the right fit, that you can solve the problem that they have, and that you understand the problem that they have. You've already helped other people who have that problem and you can solve that problem with them.
30 to 45 minutes is generally when I try to keep it. People constantly check out. You have to engage your audience. This is Public Speaking 101. You have to ask them questions and they got to come back to you. There has to be engagement.
If there's no engagement, you're going to lose them. You have to ask them questions, make them raise their hand, and be constantly engaged within that workshop.
The first thing is this identification process to make sure that you have the right fit, that your practice is the right fit, and that that patient is the right fit. Then that patient is primed and ready to go when they show up for your workshop, and that quick win is what's really going to help you.
If there's anything I can do to help you guys, please feel free to reach out to me. We'll hop on a call and do whatever I can to help you.