Why Live Events and Workshops Are the Sales Secret You’ve Been Ignoring (and the 7-11-4 rule)

Listen, if you’re a service-based business owner who isn’t hitting your goals, there’s one thing holding you back: you’re making this harder than it needs to be.

Every day you avoid locking down your lead generation and sales strategy is another day of frustration, struggle, and unnecessary grind.

Here’s the reality: the solution to consistent leads and sales isn’t in doing more.

It’s in doing less—with more impact.

And that’s exactly why hosting live events and workshops is your untapped goldmine.

Ever hear of the 7-11-4 Rule?

Let me walk you through it...

For someone to trust you enough to buy, three things need to happen:

A) They need to spend 7 hours with your brand.

B) They need 11 touchpoints with your message.

C) They need to encounter you across 4 platforms.

Now, think about the methods you’re using: webinars, funnels, cold DMs.

Are they giving your prospects the time, connection, and experience they need to trust you?

Here’s the truth: they aren’t.

But live events and workshops do.

How Live Events Check All the Boxes

1. 7 Hours of Interaction

Here’s the beauty of live events: you create focused, dedicated time with your audience.

Over 2 or 3 days, you're spending upwards of 24 hours of FACE-TO-FACE time with your best customers. Tell me that doesn't build trust.

You’re not just teaching; you’re connecting.

And that connection turns into trust, which turns into sales.

2. 11 Touchpoints

Most people don’t realize how many touchpoints a live event generates:

The registration email.

The pre-event reminder.

The live session itself.

The Q&A.

The follow-up email.

The morning session.

The lunch.

The breakouts.

The afternoon session.

The dinner.

The Q&A.

The list goes on.

And that’s just scratching the surface.

With every interaction, you’re showing up as the expert they need.

3. 4 Platforms

Hosting a live event naturally pulls your audience into multiple platforms:

They hear about it on social media.

They sign up through your email list.

They connect with you live on Zoom or in person.

They engage with follow-ups in their inbox or on social channels.

You’re no longer a name on their feed; you’re a real person they trust.

Here’s what most coaches get wrong: they think live events need to be massive productions with 100 attendees and expensive AV setups.

That’s a myth.

A workshop with 5-10 people can deliver more impact—and more sales—than an email funnel reaching 5,000 cold leads.

Why? Because it’s real.

Your audience doesn’t need another flashy webinar.

They need YOU—your expertise, your energy, your insights.

Every day you delay locking in your lead gen strategy, you’re paying for it in stress, missed opportunities, and stagnant income.

What if instead of worrying about how to “fix” your sales process, you could host one simple event that fills your calendar with ready-to-buy clients?

Live events and workshops aren’t just a tactic.

They’re the ultimate shortcut to creating trust, connection, and conversions.

So, the question is simple: will you keep spinning your wheels, or will you embrace the strategy that’s already proven to work?

Your next client is waiting.

Step up, host the event, and grow your business.