Most professional development providers don’t understand the value they deliver.  They take the easy way out by charging a nominal fee because they don’t know how to build and communicate value.  It is the difference between charging $20 and $200.  It’s the difference between having 10 people or 100 people in the room.

Trusting Value

If you don’t trust the value provided then chances are the audience members won’t either.

Let’s take conservative numbers for our examples.

If someone attended one program could they generate at least one transaction?  Save one transaction?  If you answered no then you have a curriculum problem, not a marketing problem.

One transaction multiplied by the % commissioned earned multiplied by the median sales price is _______________.

It could be as much as $4,000.

If I attended a seminar  I could at least save myself 2 hours per week how much money would I save/improve the quality of life?

Two hours per week multiplied by $50/hour multiplied by 50 work weeks in one year.

It could be as much as $5,000

So, if you can help someone take home an additional $9,000 and their investment was $1000 that is a ROI of 900%.

Where are you going to get that type of return in the stock market?

It is easy to fall victim to traditional thinking because you have always done things the same way or because everyone else does the same thing.  It doesn’t matter if you charge $100 or $1,000.  If you don’t trust the value you provide and can’t communicate it to others than you might just have to settle for the $10/person or poor attendance.


Organizations bring in Doug Devitre when they want to dramatically improve marketing, productivity, and sales performance with the latest technology. He is changing the way consultants consult, coaches coach, and trainers train professionals with his creative approach to using technology focused on business outcomes. The University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors Business Specialties Hall of Fame Educator, and Certified Speaking Professional of the National Speakers Association brings a power-packed, innovative punch to managing organizational change outlined in his latest book Screen to Screen Selling™ : How to Increase Sales, Productivity, and the Customer Experience With the Latest Technology. Now Doug is focused on creating thought leadership on how businesses can use the Amazon Alexa platform to reduce operational costs and improve workplace productivity.

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