Leveraging Paid Workshops to Sell More Offers (and Even Test New Ones) with AnnMarie Rose
Paid workshops are having a moment—and for good reason. As AnnMarie puts it, specificity sells in 2025. When people pay, they pay attention, and when the win is tangible and immediate, trust accelerates. That’s the energy we brought to this conversation: simple, specific, sales-smart.
You’ll hear exactly how AnnMarie moved from exhausting 90-day launch cycles to hosting compact, high-impact workshops that filled premium containers (even selling a $48,000 consulting engagement from one workshop). We also unpack how to use the same format to de-risk new offers and gather market proof—fast.
7 Key Takeaways
Specificity is the new scale.
Choose a workshop topic that solves a top-of-mind, narrowly framed problem in your buyer’s own language. The right micro-win naturally leads into your core offer.Paid beats free on attention and conversion.
AnnMarie consistently sees 80–90% show-up rates for paid workshops versus 10–30% for free, which translates into more trust and more backend sales.Use the pitch as a teaching tool.
Ditch the dramatic webinar detour. Seamlessly integrate your offer into the learning flow so the next step feels like a natural continuation of the win participants just got.Two-hour workshops are the sweet spot.
She’s tested longer formats, but ~120 minutes reliably balances delivery, energy, and conversion—especially for busy, seasoned buyers.Promotion can stay simple (and effective).
A 2-week promo window, 5–12 emails (with an opt-out for that promotion), direct outreach to warm prospects, and a few promotion partners can fill your room—without new platforms or complex funnels.Pricing lives in the $27–$97 lane (usually).
For B2B or seasoned audiences, $57–$97 is a strong anchor. Early-bird incentives work; just price high enough to create “skin in the game.”Workshops are a fast way to test and pre-sell new offers.
Teach a slice of the idea, watch response and signups, then pre-enroll the fuller program from the room. AnnMarie used this exact approach to spin up her “Sell & Scale with Workshops” program.
Notable Quotes
Lori Young: “Paid workshops can be the simplest, most scalable way to sell more of your existing offers and even test brand new ones without all the pressure.”
AnnMarie Rose: “Specificity is the number one way to sell in 2025.”
AnnMarie Rose: “When people pay, they pay attention.”
AnnMarie Rose: “We use the pitch as a teaching tool—it enhances the workshop and helps people round out the quick win.”
AnnMarie Rose: “From free, you’re looking at 5–15% conversions. From paid, 30–50% is typical.”
Lori Young: “There’s an energy in a live room you can’t match with a recording.”
AnnMarie Rose: “Put a date on the calendar in the next 60 days. Host a paid workshop and go.”
Guest Bio: AnnMarie Rose
AnnMarie Rose is a business strategist who helps seasoned coaches and experts scale profitably and life-proof—so the business supports your real life, not the other way around. With 10+ years across strategy, marketing, sales, and scalable offer design, her clients have generated millions in revenue while expanding white space on their calendars. Her favorite high-impact, light-lift sales strategy: paid workshops—one of the most underestimated ways to sell more of your existing offers, test new ideas, and create consistent momentum without launch fatigue.
Website: https://www.annmarierose.com
Instagram: https://www.instagram.com/askannmarierose/
LinkedIn: https://www.linkedin.com/in/annmarierose/
The Workshop Gameplan Generator: myworkshopgameplan.com
Host Bio: Lori Young
Lori is the creator of the OfferMojo™ Studio and the visionary behind the AI-powered OfferMojo™ Squad. With over 20 years of experience crafting and launching offers, she blends intuition, strategy, and soul to help heart-led coaches, healers, and experts build aligned offer ecosystems that scale without burnout. Known for her grounded integrity, empathetic presence, and sharp strategic insight, Lori guides clients to clarify their audience, structure their core offers, develop magnetic messaging, and step into visibility with confidence — leaving them with everything they need to sell with ease.
Deep Dive Summary
AnnMarie’s shift toward paid workshops was born from experience. In 2020, she ran the classic, heavy-lift launch playbook—multi-day challenges, five-figure ad spend, added team support, and a long warm-up period just to have a chance at converting. On the front end she was selling a ~$500 course and essentially breaking even, banking on backend sales that required even more time. It “worked,” but the energetic and financial risk felt outsized for the return, especially for the seasoned buyers she wanted to serve—people too busy to attend a five- or seven-day challenge.
In August 2021 she tested a different path: a paid, half-day workshop priced in the ~$50–$100 range. About 30 people joined, and roughly a third enrolled into a five-figure, nine-month container. That single experiment changed her sales motion. Since then, she’s hosted close to twenty paid workshops, now favoring the two-hour format that respects both her life and her audience’s bandwidth. She’s sold everything from $1,800 programs to a $48,000 1:1 consulting engagement—sometimes to attendees who were completely new to her world.
Central to her approach is treating the workshop as a paid lead magnet—a precise, low-lift way to earn attention and deliver a real win that naturally sets up the next step. Rather than trying to teach an entire transformation in one sitting, she picks a narrow, top-of-mind problem her ideal client is already wrestling with and helps them solve a meaningful slice of it. That specificity earns trust quickly and makes the invitation into her larger offer feel like the obvious continuation.
Show-up quality is the other unlock. Free events often struggle to get people in the room; even with reminder sequences, attendance can hover low, and freebie seekers may never watch the replay. With paid workshops, people carve out time. AnnMarie regularly sees dramatically higher attendance when there’s a ticket on the line, which compounds into stronger conversions. And rather than bolting on a hard-pivot sales segment, she uses the pitch as a teaching tool—weaving the offer into the learning so participants can see exactly how the deeper work completes the win they just experienced.
Promotion stays intentionally simple. She recommends about two weeks of runway, emailing five to twelve times with a clear “pause this promo” link for anyone who wants fewer reminders. She posts where she already has traction instead of spinning up new platforms, does direct outreach to people who should absolutely be in the room, and invites a few promotion partners—anything from a simple discount code to a revenue-share arrangement. That combination is usually enough to fill a high-fit workshop without rebuilding an entire funnel.
Pricing is designed to create commitment without friction. For most B2B or seasoned audiences, the sweet spot lives between $27 and $97, with $57–$97 performing especially well; early-bird incentives can nudge quick decisions. Consumer niches can sit lower, but the core principle holds: price it so they will show up and do the work.
Workshops also double as a fast-truth validator for new offers. AnnMarie teaches a micro-component of the idea, watches how the market responds, and, when interest is strong, pre-enrolls the fuller program right from the room. She used this exact flow in late 2023 when people kept asking her about paid workshops; the response confirmed demand, and she rolled out a dedicated curriculum the following year.
All of this meets 2025 buyer behavior where it is: busy, skeptical, and overloaded with information. Live, focused workshops cut through; attendees can ask real questions, feel the facilitator’s integrity, and get a tangible result in two hours. That live-room energy increases client success, shortens the decision cycle, and reduces dependence on long sales pages, drawn-out DM nurturing, or a calendar full of sales calls.
If you’re ready to try this, start by choosing the most specific problem your ideal client is already naming in their own head, build a two-hour agenda that delivers a concrete win, and teach your way into the next step. Set a date in the next sixty days, keep the promo simple, and let the room show you what wants to grow.
