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Selling Training Programs

5. 11. 2015

Over the last six months I have attended a few seminars and courses.  They varied in content but all promising to make me more informed, better and smarter.  It also exposed me to the very shady side of selling training programs.

Here is what I discovered:

  • Through referrals, tradeshows, social media and websites, they lure people by offering a seminar or course – making strong, irresistible claims to achieving wealth and mastery.  You are offered a course claimed to be worth hundreds of dollars for free or reduced by 90%!  This is called the brain dead offer.  In retail it’s called the lost leader.
  • They make sure you provide your credit card and email address to register for the course, usually done online.  Even though it’s promoted as free or very close to it – Read the fine print.  If you don’t show up they can charge you the inflated price they quoted as the original price for the course.
  • Prior to attending – they begin emailing you about the course and exercises to complete, perhaps even sending you offers on books or related software.  The sequence of persuasions has begun.
  • The course is held in a hotel.  It is delivered with team breakouts, bonding, hugging, declarations, affirmations and at times singing.  Short of walking on fire, very expensive training courses are promoted. This is where the REAL money is made.
  • These courses are usually bundle offers. With a flip chart, the facilitator lists the prices then crosses them out, repricing the courses at a reduction of almost 80% of theirclaimed original value- providing you purchase them before you leave.
  • The weak become converted into believing a couple weekend courses costing thousands of dollars can transform their lives.  With this new hope they hand over their credit card.
  • People drawn into paying for these outrageously expensive courses are usually small business owners, people recently retired or self-employed.

Have you had any experiences with this type of selling?

About Gabrielle Hailmann

Leader in Modern Marketing with a focus on online digital marketing lead generation. With over 17 years' experience in working for industry leaders in Canada. 2010 recognized as one of the top 10 women in direct marketing in Canada.
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