Decide whether to convert live at the end of an event or in the follow-up afterwards, and how to judge which converts better.
I run a membership for mid-career managers and I've just finished a run of three live workshops in Galway. Same content each time, different rooms. The first I soft-pitched the membership at the end, got four sign-ups. The second I said nothing, just thanked them and sent a follow-up email two days later, got one. Third I pitched hard at the end and got nine, but three of those have already gone quiet.
I genuinely don't know which one worked, or whether the pitch timing is even the variable. My completion rates are poor as it is and I'm wary of adding people who signed up in the room and never open anything again.
What are people actually doing at the end of a live session? Pitch live, or take the room and follow up? And does anyone have a way of telling whether the ones who buy on the night ever finish anything?
My last three talks I recorded the room on my phone, cut the Q&A into clips, and sent them out two days later. Two of those clips got me retainer calls. Not the pitch. The clips.
Depends what you mean by converting — into the membership, or into a paid next step? Because if it's the latter, the live room and the follow-up email are two different products. Can you split them?
Pitch live. Every time. The room is the only moment they're actually with you and the follow-up is where attention goes to die. If three went quiet, that's not the offer failing, that's just the floor.
You've already got the hard part — three rooms of people who paid to hear you, and a follow-up that got a reply. Most people at your stage are still guessing who'd show up. For what it's worth, I'd watch whether the nine who bought are the ones who asked questions during the session, not the ones who came with a colleague.
