VIDEO - Should I Charge For Workshops?

Whether you call them 'Private Classes,' 'Undercover Workshops' or anything else, should you engage in the practice of calling a workshop something that it isn't, charging your attendees a nominal fee and offer to refund that fee if they purchase catalog product? The answer might surprise you...

 

Comments

[Linda Jensen]

Well said John! Tell people what they are getting, what you expect, ect. I hate attending anything that has "trickery" involved. Honesty is the best...upfront and to the point.

[Erika Martin]

Great points as always, John. :)

[John Sanpietro]

Lynda... I hear what you're saying, but I think the boundaries have become quite blurred. Part of the confusion is what a 'private class' is exactly.

If you're having a class in someone's home, and giving them hostess benefits on any product order, that's certainly fine. Just charge a proper class fee, and don't give it back if they purchase product.

Wouldn't that produce the same benefits in terms of lead and customer acquisition?

[Lynda Glassmoyer]

Fascinating take on Private Classes. I totally agree with the points about not tricking customers - and treating them with respect. And we should price our offerings appropriately (the precise definition of which I still believe must be based upon each demonstrator's individual business plan and goals.... coupled with the reality of her marketplace). And of course we should certainly listen to our customers and (my interpretation of that) present events and activities *they* want to participate in. But constructed, marketed and priced appropriately, private classes can be *exactly* the ticket to MORE bookings, MORE customers, more LOYAL customers, and MORE product sales - both in the near term and long. In my business plan, those all count as positives.

I have been offering hostable private classes during the pre-Christmas season for the past 2 years. Their popularity, coupled with the fact that some of the attendees talk animatedly about them for months afterward, and my product sales spike in the months that I run them, convinces me they certainly LOOK like what my customers want. No one has to attend, pay for the class (or order product) if they don't want to... any more than someone must attend or buy something at a traditional workshop just because they get invited.

So I was a little shocked this morning to see the concept of private classes connected to the topic of "trickery". Private classes need not by definition involve *any* degree of trickery.... so I believe it may not be beneficial to the stamping business community as a whole to presume or imply that there *is* an inherent correlation. Doing so may scare demonstrators away from exploring a fresh, contemporary concept that could actually prove very beneficial for their businesses.

Or, on the other hand, perhaps that will open up even greater space in the marketplace for those of us who DO cater to the demand for these fun events, lol. And just in time for my expansion into "year-round" hostable private class offerings next month! :-)

[Alicia]

Many good points! I hadn't started doing this yet but was thinking about it. Thanks for helping me think through it better.

[Amanda Coughlin]

John:
Wasn't sure how I felt about this when you first started. But as you outlined your reasoning, I realized that you were right and that I had experienced this first hand. A couple years ago, I went on a run for 2 months with about 10 small card classes I had booked from a cute game I played at a vendor event that used "trickery and subterfuge" :) . Guess what, every one of these bookings resulted in no new customers and very small sales! So what was the point? Now you've got me questioning what can I do to meet my customers' needs. Thanks for the brain fodder and honesty. I'm sure there will be plenty that disagree...but I want to build a business and get paid! You rock!

[Stamp4Joy]

Thanks, John, for TELLING IT LIKE IT IS even if they don't want to hear it.

Rebecca