What do I mean by that?
When you create and give a workshop for technicians, you should focus on real content that aligns with today’s needs. Even if it means that every workshop has a different agenda.
A real consultant or speaker should be able to adapt their content to the needs of the audience and not stick to a pre-determined agenda that is used every time.
The same goes for sales pitches. Avoid having a block of an hour for a salesperson to pitch something, even if it is a useful extension, plug-in, or add-on.
In my experience, tech people don’t want to waste time listening to a sales representative. And that is even the feedback I get. The best way to sell within workshops is to remain focused on technical content and real-world issues, needs, and pain points. Provide deep training with localized best practices.
Language is the next big selling point. It should be as localized as possible. I conduct my workshops in German, English, Greek and fingers crossed – soon in Italian too. By using the language of the attendees, the outcome will be even better. By using the local language, I can opt in to the mentality and the benefit for all – attendee, company and me as the consultant, is higher.
This is the point where attendees trust you and are open to a short informational segment about additional possibilities. Willing to listen and willing to give it even a try within a proof of concept.
This is how I conduct my workshops and speeches. I won’t do anything else because it goes against my personal and professional beliefs.
What do you think about this?
Do you stick to same agendas at every event and large sales blocks? If so, why?
