Do THIS If You Want to Make $100K On Your Next Retreat

$100K is not elusive anymore…

Two of the easiest ways to make $100,000 of revenue on your first or your next live event,/retreat/workshop, are ticket sales and selling your back-end offer. First of all, $100,000 is not as elusive as it once was. I remember growing I grew up on the East Coast of Canada, a tiny little island called Newfoundland. It's a tiny little city called St. John's. My parents told me, If you just make $100,000, all your problems will disappear. You'll be able to travel, take vacation, and all this stuff. Then I realized, $100,000 is not that much money. And a lot of the coaches and consultants, maybe you're one of them right now, if you've been consistently making 15, 20, 25, 30, 40K a month in your business, you're trying to get to that next level. I want to show you how you can use a two-day live event and make 100K on your first or your next retreat. I'm going to keep this video as simple and straight to the point as possible. It's going to be very tactical, very actionable so that you can implement. So there's only two real levers that you can pull and push or adjust that can help you make $100,000 on your next live event. For the coach who's at 20 to 25K a month, you're looking to host your first or your next retreat, the two things that can almost guarantee 100K is your ticket sale math and the number of people that you enroll into your back-end to offer. So let's dive into both of these.

Let’s talk about ticket sales

Aspect number one, ticket sales. When it comes to ticket sales, there's three big things for you to control. Number one is your ticket tiers. Number two is your ticket pricing. Number three is payment plans. Let's dive into ticket tiers. The first thing you can do for your live event is offer two different ticket prices. Ticket tiers are quite simple. You think about a regular ticket and a VIP ticket. Well, what happens with a VIP ticket? Something a little bit extra, something a little bit So if you were doing your next event, think about how you could create tiers of tickets for your workshop for your live event.

Ticket tiers

Let's talk about a general ticket and a VIP ticket to keep things super, super simple. A regular ticket would include virtually everything. The event, the content, the workshops, the experiences off-site, the excursions, the food, whether or not you include food at your event. It's really an all-in ticket. You want to make the regular tickets so good. The person is going to leave with a transformation. You don't want to hold anything back. Anybody who comes to any of my events, even if it's a regular ticket, leave with the exact same information as everybody else. So know that you don't hold back on anything for a regular ticket. But here's the distinction. Let's say you were to create a VIP ticket. Well, there's certain elements into a VIP offer that you can include that increase the value of the offer. Therefore, you can raise the price, just like if you We're going to go to the movies, there's a regular ticket where you can see the movie, and maybe there's a VIP ticket that includes popcorn, a comfy seat, maybe a VIP pass, maybe a blanket. I don't know. I don't go to VIP movies, clearly. But that's how I want you to think about a regular ticket and a VIP ticket.

So what are some things you can include in your VIP ticket? How about a private coaching call with you before or after the event? Maybe it includes an extra day or a bonus day of content with other VIP holders. It could also include a private coaching hour with you. It could also include a private dinner with you and other VIP attendees. It could include a bonus day. It could include a meet and greet with the author. It could include a pre-event coaching call or a post-event coaching call. It could include 30 days of support once the event is over. You can have so much fun. You can have so much... There's so much value that you can provide as a VIP ticket. And I want you to keep it as simple as that. Have two different ticket prices for your event. Have a regular ticket and a VIP ticket and ask yourself, how could I make the VIPs really feel like they're paying for more value? 

Ticket pricing

The next big thing you can control when it comes to ticket sales is, of course, your ticket price. The biggest mistake I see across the board is people undercharging for their ticket. And all of the stories that come along with it are mostly internal stories, subconscious stories, belief stories, as if you're lacking belief in yourself, and you're telling yourself all these things. Are people going to find value in this event? Are people actually going to pay? What if I mess up? What if somebody does this? It's all of these stories. My go-to question to ask my clients is, is this based on fact or is this based on opinion? So if you have a story right now about what you can and cannot charge, ask yourself, is this true? Is this rooted in some truth here? Can I back this up with facts? Or is this just an opinion that I have that is maybe not serving me to the degree that I need my beliefs to support me? So the biggest The mistake I see here is that people are undercharging themselves. And maybe it's because you're not fully clear on the return on investment, the ROI, of what your program can offer. Let's say you're a sales coach and you're charging $5,000 for your retreat, and you're asking yourself, are people going to pay five grand to come to this event where they're going to learn X, Y, and Z? 

Well, if you know your content, if you believe in your results, if you believe in the ROI that you can produce for your clients, then you know that $5,000 is a steal deal of an ROI. Because imagine you teach your prospect something at this event that immediately clicks for them, that's going to allow them to better qualify, it's going to allow them to better disqualify, it's going to allow them to have better and more qualified sales calls, and that's going to increase their confidence How much more money is this person going to close over the next 30, 60, 90 days, six months, a year because of that 5K investment that they made into your event? My gut tells me it's at least a 10 to one minimum return on investment, probably much more. And there's two There's two ways to calculate ROI. There's the tangible ROI. I put a dollar in, I get $2 back. Sure, that's an ROI. But then there's this intangible ROI, which is more feeling, emotion, confidence. How is this person going to be as a leader? Or how is this person going to change at home as a dad or as a husband or as a wife or as a partner or as a brother or as a sister? There's also this intangible ROI. And when you can get clear on your tangible ROI and your intangible ROI, well, then you'll start to actually believe that the 5K you're charging for this retreat is an absolute no-brainer.

Buckets of pricing

When it comes to ticket pricing, there's usually three types of buckets, if you will, that I've seen priced work really well, and all of them are completely based on ROI, your confidence, and also the pain points of your market. So bucket number one is pricing your event in the 2 to 3,000 dollar range. Bucket number two is pricing your event in the 3 to 6,000 dollar range. And bucket three is pricing yourself your event from the 6 to 10,000 dollar range. Can you go more than $10,000? Absolutely. I don't recommend pricing your event under $2,000 because it typically attracts a type of buyer who is not as serious as getting the result as some of your more committed buyers. We've often heard that those who pay, pay attention. In my experience, and from what I've seen, is that when you undercharge your services, you also attract the type of avatar and the type of niche who's not quite yet ready to do the work, or they're looking for a quick fix, an overnight solution, one of those get-rich quick type of offers.

But when you invest a couple of thousand dollars, two, three, four, five, $10,000 into an event, you are going to attract a more serious buyer. There was this amazing photo going around the Internet a couple of years ago, and it showed the difference between a $500 client and a $50,000 client. And the $500 client, I'm paraphrasing here, says something like, Well, what if this works? Well, what if it doesn't work? Well, what if it's your guarantee? Hey, I'm really counting on you. This is my last go at this. What if this has to work? Whereas a $50,000 client says, cool, wire sent. And you know your business better than I do. I can only tell you from based on my experience, when I attract a higher quality, a higher caliber avatar, they're more fun to work with. There's a higher commitment level on both parties, and the results are often far greater as well. We've talked a little bit about the pricing buckets and how much you can charge for your event or what type of bucket your event is going to land in.

Payment plans

The next thing is really around payment plans and payment options. The most common things that I've seen work really well are a one-time payment, a two-time, meaning split it over two months, split it over three months, and split it over six months. I don't want you to get more complicated than that. If your event is seven, eight, 10, 12 months out, are you willing, are you able to offer a six-month payment plan just to fill a seat if the client, if you feel like it's the right type of client, I would do that any day of the week. The majority of my events, especially the events that are more in the 8 to 10K range, I do offer a discount for those who want to pay in full, typically 5 to 10%. Then I do offer payment plans for either three months or six months, depending on the type of event. That's great for my business because it continues to add monthly recurring revenue to my business. I'm collecting money now for an event that's 6, 12, 13 months from now, yet I'm collecting it right now. If you don't need the money right away, then why wouldn't you offer a payment plan? I know there's this bro science of, well, make them pay in full and collect as much money as possible as you can and use all these tactics to get paid in full.

Who cares? It's your business. You get to decide how you want to charge and what your investment options look like to work with you. So if you're flexible in how you request payment for your event, then offering a one pay, a two pay, a three pay, and a six pay over six months, it just makes sense. Maybe you don't agree with me, and that's totally cool. I'm just showing you what has worked really well for me. And when I've been able to offer certain people a six month payment plan for a 10K event, they have signed up. Whereas if I had requested a pay in full option Maybe they wouldn't have signed up. So this is one of those things where you have to choose what works for you.

Calculating front end math

Let's talk about the front-end math. When I say front-end, I mean front-end is just ticket sales. So let's say you had a regular ticket and a VIP ticket. For this example, let's say you just had a regular ticket, and a VIP ticket is often priced $1,000, $2,000, $3,000 more than the regular ticket. And we can get into the nuances of that. Just drop a comment below and I can share some stuff with you. But here's the simple math ranging from if you had five people at your all the way up to 25 people at your event. If you wanted to make $100,000 of revenue just from ticket sales, which means it does not include your back-end offer, which is your consulting or your coaching program, here's what the math looks like. You'd have to fill a room with 25 people at $4,000 per ticket. That's just a math. 25 people at $4,000 equals 100K. Let's say you wanted just 20 people at your event. 20 people is still, it's not a big group of people. It's not a lot of people. You probably have 20 people right now on your email list connected to you on social media. Past clients, current clients who might upsell into this retreat. Chances are you have 20 people right now on your network who would take you up on this offer. 20 people at 5K, $5,000 per ticket. Let's say you had 15 people, you could charge $6,666. Let's say you had 12 people at your retreat, that would be $8,333. Let's say you just wanted 10 people at your retreat that each paid $10,000.

Cool. That's a simple, easy calculation. That's $100,000 right there. And let's say you had five people, five of the right people who paid you $20,000 each to come hang out with you for two, two and a half days where you provided a transformation. And again, most niches, health, wealth, relationships within that niche, the ROI that you're able to provide for someone in many ways, I'm sure, is far greater than $20,000. If you're in the world of business and helping people make money, how fast could you help someone make $20,000? How many times over and over and over again could you make Could you help them make that amount? Would someone pay 20K if they knew you could make them 100K? Five to 1? I think so. But again, this comes down to your confidence level, your offer, and your business.

The back end offer

Now, let's transition to the back-end offer. The back-end offer is simply this. What is the offer, the invitation that you want to make to your attendees to take the next step with you? That's what the offer is. In many times, this offer is your coaching program, it's your consulting program, it's your mastermind. 
Most offers when it comes to your back-end offer that I have seen personally, including my own, are priced at minimum $10,000 all the way up to $100,000, even more depending on the type of business owner you are and what you offer. But if you're offering a 10K, a 15K, a 20K, a 25K, a 30K, a 35K, a 40K, a 45K, a 50K back-end offer, think about this. You only need one or two of those people in the group of 10 or 15 or 20 people. That's all you need. You need one or two people to say, yes, that sounds That's amazing. I want in on that. What does that look like? And again, with your back-end offer, you could set it up such that you could offer a discount if they wanted to pay that entire amount for the year in full, or you could just divide it by twelve and have a monthly payment plan that they can enroll into. So if you have two or three people take you up on your 25K back-end program, well, that's $75,000 of revenue for your business. So it's not like you collect it all at once, but it's ongoing revenue that's coming that you don't have to worry about because now you've got them enrolled in a subscription with you.

So the back-end math is super important. And one of the biggest mistakes that I see when it comes to making back-end offers is that people do not make a back-end offer. And I was one of those people, too. Trust me, I had the same fears, the same beliefs, the same worries that you're probably having right now. I thought to myself, Well, what if nobody buys and I look like a fool? Okay. I thought to myself, what if people don't see value in the back-end offer? Again, remember, these are opinions. They're not facts, just like I talked about earlier. I asked myself, Well, these people are already paying five grand to be at this event, and I'm going to ask them to make another 15K or 30K investment? Well, how's that going to make me look. Again, most of these beliefs that I had, were all based on stories I was telling myself about my worthiness, about my deliverability, about could I actually do this? And in many ways, it was self-sabotaging behavior. And entrepreneurs are notorious for doing this. We, as business owners, look for ways to make things more complicated, and we let fear stop us.

We let internal limiting beliefs and stories stop us, all in the name of not wanting to look like a fool. So the biggest mistake I see when it comes to the back-end offer is people simply don't make the back-end offer invite because they don't know either how, but the majority of the time they do know how, they're just too afraid or they're limited by the stories that they're telling themselves. And a back-end offer doesn't need to be 12 months long. I've seen I've seen back-end offers that are three months. I've seen back-end offers that are five weeks. I've seen back-end offers that are six months. That is totally customizable to your business and your program. So again, think about how many people would you need to sell at a five or 10K on your front-end of your ticket sales? And then how many people would you need to enroll in your back-end offer of 10, 15, or 20K, for you to make $100,000 on your next or your first event is extremely doable. And there you have it. That's how you make $100,000 on your first or your next retreat. It can be as simple as that, dialing in your ticket sale lever of how many ticket sales you want and what is the price of those ticket sales, and then dialing in your back-end offer of how many people you want to enroll into your ongoing support, your ongoing service, once the event is over.

As always, I would love to hear your thoughts about this post, and specifically, whether or not you have ever considered hosting a live event. Do me the biggest favor, drop a comment below, and I'll see you next time.