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Practical seminar - specific technologies that have proven their effectiveness

12 ways to recruit a group for training

Have you ever encountered a situation where you came up withwonderful training, training program or therapeutic group, launched advertising, told everyone they could that soon you have a grandiose event, and 2.5 people came to you, which They can’t even pay off the rent for the hall?

I used to encounter this problem all the time! It even happened that not a single person came.

But how can that be?

I have such a great training, it took me so long to come up with it, I tried so hard, I didn’t sleep at night... And then the day “X” comes, and people are “X-renushki”!

But if this continues from time to time, the demotivation to organize your own group classes becomes higher each time. A thought begins to creep in

- Am I even good for anything, since people don’t come to me?

- Have I really come up with a topic that no one needs?

- Can someone organize training for me? And even if someone undertakes to recruit people for you, he will take quite a percentage for it...

- Can’t I really recruit a group myself?

But fortunately, working methods for recruiting a group have long been invented that work, if not with a 100% guarantee, but with a 90% guarantee!

In order to solve this problem, you need to master a few simple tactics for selling your group classes.Moreover, most tactics are completely do not require additional investments in advertising and promotion. Even with the resources you currently have you can significantly increase the number of people who will come to you for training.

I invite you to a seminar whose goal is to solve this problem once and for all!

Seminar

12 ways to recruit a group in psychological practice

Whatever you take, the pig is in a poke, I’ll briefly tell you about some methods...

1.Full information

The problem of recruiting a group for training is that that you are selling "air". After all, your training cannot be felt like an iron or a washing machine. Moreover, if you can accurately describe what a new iron or washing machine will give the client, then It is much more difficult to describe how the training will be useful.

For your client, training is an abstraction, air, something invisible. He doesn't know how this will happen, whether it will solve his problems, and whether this is really what he needs.

How to convey the information correctly, so that the client would want to come to you for some kind of abstraction? The answer will be given at the seminar.

2. Selecting the target audience

To successfully sell any training, you need to clearly choose your target audience.

Many trainers and psychologists understand this. But for some reason, only a few actually use niche marketing in sales, i.e. deliberate narrowing target audience.

The idea behind niching is that you don't need to sell your training to everyone. It is enough to find only the group of people who really need it. And then they will buy it THEMSELVES.

But trainers and psychologists regularly make the same mistake, being afraid to narrow the audience, and trying to sell the training to everyone, naturally they fail.

At the seminar we will look at how to sell your training to a specific target audience.

3. Front - tactics

To sell training, a so-called front product. An inexpensive information product that solves your client’s problem on a surface level or simply provides high-quality information about the problem itself and how to solve it. AND if the client liked your front product, if you call him after this for a full-fledged training, he will be happy to come to you.

What can be a front product and how to use it when selling training? And most importantly, how to create this front-end product quickly? There is a solution to this topic, and you will learn it at the seminar.

4 . Using selling texts

These are special texts that are created to sell your training. This is not just information about training, which you see a lot when you go to any website of any training center. Informing does not sell your training.

Selling text- this is a text that provides consistently specific information to your client and pushes him to make a decision to attend your training. No, this is not manipulation. This is a way to reach your customer.

What is the structure of such a text? What are the main elements? In what order? We'll figure it out.

5. Long recruitment time

A constant problem for organizers and trainers is too short a period.

“What should I do, I scheduled a training, rented a gym, two weeks left, and I have three people signed up?”

“Nothing anymore.” If you don’t have systematic psychological practice, you won’t be able to significantly make the training a plus.

The tactic for effective recruitment here is in maximizing training recruitment time. The sooner your potential clients learn about the training, the better. The more time they will have to “ripen” and make a decision.

What deadlines should be set for what types of trainings? How much time will be enough and in what case? And there have been working models here for a long time, which you will learn about in the seminar.

Also at the seminar we will look at ways...

1. The first swallow - the most delicious - the first
2. Melting discounts - those who didn’t have time are late
3. Bonus systems - creating extra value
4. Sales presentation - how to sell training in 45 minutes to “cold” clients
5. Division by status - how to use the different solvency of your clients to recruit a group
6. Dead line tactics - creating scarcity
7. Partnership - how to properly use the resources of colleagues

We will look at each of these methods specifically step by step!

As a result of the seminar you will receive

Clear group recruitment algorithms under any circumstances

- You will be able to use these algorithms immediately after the seminar

All these methods do not require huge investments in advertising and PR.

- You will get rid of headaches - “How to recruit a group?”

You will learn how to recruit a group for trainings and more - and this is the main thing!

If you use these methods WRONGLY, you will still increase the number of people, coming to your trainings at times.

Alexander Kaptsov

Reading time: 11 minutes

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Experienced organizers of trainings or seminars know how to make significant money without major investments. The right organizational approach and skillful execution of events bring good financial benefits. What are the features of this activity? Read all the nuances of organizing a business from scratch on the website

Topic – the main component of a training or seminar

The word “training” means any group training system that allows you to improve in any area. Seminars are also group training sessions where presentations are presented and discussed. Both events are conducted by experts in one field or another.

It all starts with choosing the most relevant topic in a particular area:

• Product promotion.
• Ethics of business relations.
• Health promotion using a special (author’s) method.

In the global aspect, there are only three main topics:

1. Building and developing a business – personal growth.
2. Improvement of the body.
3. Relationships (business, family).

Virtually everyone wants to be healthy, financially successful, and have a strong family. Each topic has its own numerous directions. For example, in personal growth: how to start a business correctly, choose business partners, think through the path to success, and so on.

The main thing is to create a whole program (calendar plan) of various seminar events or trainings, which can change periodically . If you repeat the same training, it is difficult to stay in business for a long time. That's why you can't do without regular updates.

Advice . Along with thematic diversity, a large number of authors cover the same issues. Preliminary personal participation in the seminar that is planned to be held is recommended. As a last resort, you can familiarize yourself with the individual works of a specific trainer-teacher. This will make it easier to complete the organizational steps.

Where is the best place to conduct trainings or seminars?

The short duration of trainings and seminars (usually they last 1-2 days) ensures their mobility - organization in different cities. In this case, it is important to choose a premises in the central part of the city with convenient transport links, comfortable access and access. Then all participants will perfectly arrive at the appointed time.

The option of outdoor education is widely practiced – in sanatoriums and other suburban institutions located near the city limits. When organizing on-site training, you need to take care of transporting students to the location by bus (by other means), book rooms for accommodation in advance and think about meals.

We pay due attention to working with the trainer

Close contact with a coach largely determines the success of a started business. For example, the date of the event is announced to potential participants only after agreement with the trainer.

Each specialist has his own payment terms:

• One puts forward requirements regarding the minimum and maximum number of participants and calls a fixed amount of the fee. Its value will not depend on the total number of listeners.
• With another, it is necessary to pay for each person present at the training.
• The coach's travel expenses and accommodation are paid separately.

In addition, the trainer is a storehouse of useful information for the organizer.

He will certainly focus on the following nuances:

1. Will focus on the target audience and requirements for the premises.
2. Will provide samples of handouts.
3. Share existing advertising brochures, brochures, posters.
4. Recommend the most effective advertising methods.

Attention . The process of negotiations with a coach does not provide a 100% guarantee that there will be no organizational errors, but the likelihood of their occurrence becomes minimal.

Choosing a room for trainings or seminars

Choosing a room is not the easiest task. The ideal solution is to rent a hall (classroom) in a modern business center, where the interests of clients are taken into account one hundred percent. However, its rental price is corresponding, which means the price of classes increases.

Basic requirements for training rooms:

• Comfort – maintaining an optimal microclimate in any season. Availability of smoking room and other amenities.
• An important aspect - comfortable seats. It is difficult to sit on a hard chair for a long time.
• Spaciousness , that is, a room designed for 30 people cannot be rented for 40 listeners.
• No unnecessary items , distracting attention from classes.

Attention . Often the customer of the training (seminar) is a company. In this case, the trainer is given a specific task, and the training takes place on the premises of the client, who provides the premises.

We resolve technical issues in advance

Today, even ordinary lectures cannot be read without showing slides, let alone modern trainings and seminars. Technical issues are dealt with at the stage of selecting premises. You should inquire in advance about the availability of a board, projector, and Internet access. If they are provided by the landlord, you can book a room and not worry about technical support.

Promotion and promotion of a seminar or training

In parallel with the search for premises, promotion of the event begins.

• Interesting newcomers and retains “old” listeners.
• Attracts a certain contingent, which means there is a permanent audience interested in this topic. Accordingly, there will always be people ready to learn.
• Really benefits to those who listened to him. This is evidenced by real reviews posted on a page on social networks or a website.
• Very important Constant development of the trainer and training program taking into account any changes or trends.

Features of payment for trainings or seminars

Payment by the participant in advance is mandatory. This objectively confirms the seriousness of intentions.

As practice shows, there can be many registered participants for the event, but only those who have not paid:

1. They forget to come to class.
2. They stop answering calls from organizers.
3. They excuse themselves with urgent matters.

Even a small prepayment will immediately weed out frivolous people. In addition, this approach allows us to obtain real information about the quantitative composition of participants.

Advice . The announcement of tiered pricing encourages early registration. For example, if the price of a training is 11,000 rubles, then an advance payment made a month before the event implies a discount of 1,500 rubles, for 2 weeks - 700 rubles, for a week - 300 rubles, the full cost is paid on the day of the training.

Preparation of materials for training or seminar

As noted above, the trainer provides the organizer with handouts that need to be reproduced in sufficient quantities, preferably with a reserve.

Typically participants are provided with:

• Workbooks with exercises and assignments on individual topics.
• Abstracts with key points and various diagrams.
• Additional materials intended for self-study.

Basic requirements for any type of handout:

1. Clarity, clarity and understandability for participants.
2. No errors (spelling and syntax).
3. Availability of numbering on pages.

Often, material intended for participants is compiled into one package and distributed before the start of the event.

Drawing up a plan for conducting a training or seminar, printing brochures

The plan is comparable to the class schedule. For example, a student knows exactly the start and end time of lessons, and what subjects will be studied on a particular day. In the same way, a person who is interested in training or seminars should know about all the nuances of training.

The program states:

• Total duration (day or several days, number of hours each day).
• Where is the training conducted, who is the author and presenter.
• What blocks does the event consist of, their duration and thematic focus of each.
• When does registration of participants begin?
• Break times and other nuances.

The compiled program is printed in the form of a bright brochure and provided to participants.
As you can see, the implementation of this point should not be neglected and left for the last day. In addition to the plan itself, you need to think about the design of the brochure, find a printing house to produce it, arrange for printing, and wait a few days or more for the order to be completed.

An example of a training program by Evgeniy Galaya: “Manager: the art of managing people”

Catering at a training or seminar

Taking care of nutrition is an important detail of the organizational process. The multi-hour seminar involves breaks of varying lengths. In moments of short rest, it is appropriate to offer listeners hot drinks, water and a sweet snack.

The importance of a coffee break cannot be overestimated:

1. The man switches.
2. Strength is restored to perceive a new information block.
3. Sweets stimulate brain activity.
4. Clients’ internal tension is reduced and a relaxed atmosphere is created.

It is better to use lunch time for its intended purpose - invite listeners to lunch. For example, in business centers there are special food outlets for this purpose. If there is no suitable cafe nearby, you can take care of the place of training in advance.

Paying attention to the little things

Unaccounted for little things lead to serious discomfort.

It is important to think through everything down to the smallest details, eliminating the slightest inconvenience for the participants:

• Make sure there are signs to the wardrobe, hall, toilet, smoking room.
• Hand over badges. This will make it easier to communicate during group classes and during breaks.
• You should not save on purchasing stationery - notepads and pens. The essential attributes of any activity are distributed before the start of the event.

The intense training course is not easy to master - after another week, many details are forgotten. This is what worries many listeners. Therefore, selling materials with the full version of the course will be very helpful. These can be original books, CDs or brochures.

We organize breaks from trainings or seminars in comfort

A comfortable break means:

1. Special places for relaxation and eating, equipped with comfortable furniture.
2. Take a walk in the fresh air, preferably in a park area.

It is these nuances that need to be taken into account when choosing a room. Listeners are always asked to leave the hall during the break. They need a change of scenery, socialize, stretch their muscles by walking, and have a snack. A well-rested person is able to absorb information well. It wouldn't hurt to have a sports minute. Here it’s time to recall the usual industrial mini-charger from the Soviet past.

Additional notification of clients about the training or seminar 1-2 days before the start

The daily workload of modern people causes forgetfulness. They simply do not remember some of the events they planned. A kind of insurance that all registered clients remember about the upcoming event is an additional notification in the form of a reminder. A few days before the appointed date, a call is made to the formed group or an email is sent.

Hiring additional workers to help

With a large number of participants, it is difficult to do without additional assistants:

• Greeting clients.
• Celebrating those who came.
• Organizing tea parties during breaks.
• Promptly responding to force majeure circumstances.

As a conclusion. Returning to the question of the profitability of the business of organizing trainings and seminars. How to calculate it?

All costs are known in advance:

1. Trainer's remuneration.
2. Rent amount.
3. Cost of printing handouts and brochures.
4. Costs for coffee breaks and stationery.
5. Advertising spending.

All that remains is to calculate the minimum payment for one person, taking into account the above expenses and your own benefits. The profit from each training completed is then multiplied by the number of participants. The result is the amount of net profit.

7 ratings, average: 4,57 out of 5)

Always be aware

How can you find out about the most important new products without going to international conferences and without following news every day from the websites of leading cosmetic brands? Participants of the Cosmo Expo know the answer; they know where to publish their information and announcements of educational events.

How to gather participants for seminars

Alexander Khodakov

We won’t reveal any secrets if we say that training has long become a sales tool, and the heads of some distributors of professional cosmetics secretly say that up to 70% of their new customers come from training courses, seminars and master classes.

2. Thematic electronic magazines- for managers, for cosmetologists, for hairdressers, etc. - more than 50,000. Subscribers, more details.

Each training center has its own characteristics, which are taken into account when preparing advertising. Some people are satisfied with the budget option when seminars and master classes are published in a general list, others order a separate, dedicated placement of information for each training event, and others require personalized service.

In its most general, initial form, the placement of training center information looks like this:

1. Announcement on the Cosmo-Expo website

This is a central site that is visited by 25-30 thousand people a month. On the main page - in the most prominent place in the center - there is an announcement of the POSTER OF SEMINARS in Moscow and in the regions - for every month.

Going to the POSTER section our readers see:

Seminars are published in a general list from all training centers by day, date and name, and then follow the link to a detailed description of the seminar on the website of a specific training center.

In addition to electronic magazines (mailings), seminars are also announced on social networks, in the groups “Cosmo Expo”, “Beauty Professionals”, “Smart Beauty Salon”, etc.