The #1 Reason Why Your Audience is Not Buying From You

You deliver a great workshop.  You put on an amazing webinar.  Your keynote gets standing ovations.  Yet, why don’t your follow-on sales match your audience feedback?

I’m going to guess you provide a ton of value and expertise in your talks, workshops and webinars.  But, if you are not letting your audience know how to get to the next level or you are not offering something that can help them get there, you are not only providing a disservice to them…

you are leaving a TON of money on the table.

I know.  It sounds pretty obvious, but the reason why most Speakers and Entrepreneurs don’t make a lot of sales after their programs is the audience doesn’t even know how to purchase from them.  They don’t know what’s next.

Or, you may offer a follow-on product or service but if it’s not what your audience needs immediately, they will think it’s nice…but they won’t buy.

I’ve always known this, but it wasn’t until my Business Coach over 10 years ago pounded it through my head that I finally listened.  I just wanted to provide a ton of value, but I wasn’t generating the kind of follow-on $$ I really wanted.

My tip for you this month is this:

Before you deliver your next workshop, keynote or webinar, answer the following:

  1. What is your intention for delivering this program?
  2. How much $$ would you like this program to bring in?
  3. What are you going to offer at the end of that program?
  4. How much $$ would you like to generate from your offer?

If you are not sure what to offer after your program, here’s the one game-changing question to quickly identify it (I learned this from T.Harv Eker and Lisa Sasevich):

“Think about the current program you deliver.  If the attendees got everything you promised in that program, what problem or challenge will they still have?”

Your next offer becomes the product or service that will address that challenge. That way, you are providing exactly what your audience needs at the time.

You have years of hard-earned expertise.

You deliver a ton of value to your audience.

They want more from you.  They want to purchase from you. 

Now, it’s time to be clear on exactly how exactly can do that!

Be rigorous about answering the questions above for each program you currently deliver. You deserve to generate the follow-on sales you desire! 

I’d love to hear from you.  Leave a comment below and let me know how it goes.


  1. Thank you for this article! I am a health coach and I feel the ‘problem’ my audience will still have after my talks is actually doing it. So, if I talk about cutting back on sugar and processed foods, and eating more veggies, and a variety of veggies and whole foods, well, it can be hard to actually do it especially if you suffer from sugar cravings or emotional eating. And that’s where my offer comes in. However, I’m still not getting the results I want. I feel I’m giving too much information (talking about what, why it’s important for your body, and how). How can I shift this and where is the balance? Thank you!

  2. Hi Rachel,
    Thanks for your comment. First off, congrats on what you are doing! Talking about the “what” and “why it’s important” in your talk is critical. And, I think it’s important to give a little how but if you give too much “how” your audience will feel they have enough info and not purchase your offer. Your hunch that you are giving too much info may be correct. Less is more. The other factor is how you make your offer which can make or break people purchasing. I did not cover that piece in the blog post but if you’d like to give me an idea of how you do that today and get some feedback on it, feel free to call me at 303-413-8001. This process takes tweaking each time but you WILL get the results you deserve!

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