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Why the Debrief Might Be the Most Important Part of Your Business |EP170

I just wrapped the Groups Workshop, and I did it sick as a dog. Led the morning sessions, crawled back into bed, popped out for the VIP call, crawled back in. Three days of that, and I still call it one of the best things I've done all year. The workshop itself was great. But it's not actually done until the debrief happens too.

In this episode, I walk you through exactly what a debrief actually is (hint: it's your SWOT analysis after the fact) and why so many businesses, nonprofits, and event teams skip the hard parts of it. I shared a story about a nonprofit board I used to sit on, where the "debrief" turned into a pat-on-the-back session instead of an honest look at what worked and what didn't. Spoiler: that's not a debrief, that's a celebration, and celebrations alone don't make you better next time.

From there, I get specific about my own workshop. What I'd do differently (more ads prepped in advance), what surprised me (a picture of my dog outperformed every polished graphic I made), and the wild stat from my sales window: six people bought a ticket for every one person who unsubscribed. I get blunt about what that means if you're scared to sell to your list.

I also get into the unglamorous stuff nobody talks about: cost per hour on your own initiatives, the swipe file I'm building so the next workshop takes half the effort, and why "we could've changed everything" is usually the wrong instinct when something actually worked.

If something didn't sell, I go back to what Michael Vickers always says, price is never the issue, unless it's the issue, the it's only issue, but it's never the issue. The real problem almost always sits in the messaging around the price, not the number itself.

I close out with a peek at what's next: a marketing and audience-building workshop coming September 22 to 24. Priority access list is open now at artofsellingtravel.com/grow, tickets will go on sale in September and when you join the list you get first access ... plus a little bonus. 

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