Here’s Why Your Workshop/ Course/ Program Isn’t Selling!

 

Not knowing the difference between FEATURES & BENEFITS is the BIGGEST and all-to-common selling mistake I see being made by business owners online, over and over again.

It’s not your client’s fault they’re not sold on your workshop, online course, or programme.

It’s YOUR job to articulate the results you can (and WILL) deliver to your audience - THAT’S what’s going to deliver your sales.

Your audience want to know how their lives will be transformed. They DON’T care about how many zoom calls they’ll get.

Because here’s the thing… we don’t buy features, modules, bonuses, resources…

We buy results, experience, customisation, progress

In other words - we buy BENEFITS not FEATURES!

Knowing how, and when to communicate the features and benefits of your product or service in your sales process is paramount to delivering the sales you’re looking for.

Here’s how to spot when you’re making this mistake, and how to start talking about BENEFITS, not FEATURES - so you can increase your sales.

 
Here’s Why You Workshop Course Programme Isn’t Selling! - How to sell benefits, not features - Sara Dalrymple
 

Let’s look at an example of HOW you might be doing this (and how to fix it pronto)!

…maybe you’re making your sales pitch all about the boring bits of an otherwise brilliant offer

We’ve all done it, making those announcements of "Hi everyone I have a new workshop!" or "I'm so excited to say I've launched my online course and it's 6 weeks with 12 modules and I have 5 guest experts and bonuses for dayssssss and and and..."

and I get it, it IS exciting...for you as the business owner. Of course, it is, you've poured your blood, sweat and tears into creating the darned thing and it's always a thrill to bring it into the world.

But is it exciting to your ideal customer? NEWSFLASH… Not so much.

Your clients don't make purchasing decisions based on tangible things like how many modules there are or the number of workbooks or bonuses included.

Nobody wakes up in the morning thinking "ooh, I know what I want to buy today, I want to buy another course, workshop (insert whatever you're selling here)".

They want to know how their lives will be transformed.

The simple truth is this: we ALL have things we want to get better at, be better at, have more of, feel better about, and when we see something that is going to help us get there, we are going to sit up and pay attention.

So whether you're service or product based, your job as a business owner is NOT to lead with the features of your service but to tell your audience about the result or experience your product or service is going to deliver for them.

Your ability to articulate the results you can and will deliver is ultimately what will drive any sales you make.

We connect emotionally when we can see ourselves going through an experience, a vibe, and getting closer to a goal we are trying to get to.

  • What is the result your offer is finally going to help your client achieve?

  • How will they feel emotionally? Will there be lots of lovely accountability?

  • What specific result or transformation can they expect as a result of working with you?

Leading with what you are promising is the best way to encourage those sales for any of your offers - trust me.

So, when you’re selling your next course, workshop, programme…

you need to communicate how your clients will be better off once they have been through your… workshop, online course, or programme.

Lead with what you’re promising and the benefits, THEN (and only then) share the features of your product or service.

Sara Dalrymple