Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The Best Way To Sell Your Services At In-Person Events

6 Apr 2026 · 1 min

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In this concise monologue, Nicolas Cole explains that selling services at in‑person events—such as workshops, keynotes, or conferences—should not rely on a direct pitch about the seller’s offering. Instead, he advocates for a “loop‑opening” approach: ask strategic, open‑ended questions that lead attendees to recognize gaps in their knowledge or confidence and conclude they need assistance. By guiding the audience to this self‑realization, the seller can then simply offer further insight or help, without mentioning pricing or detailed offers. Cole frames this method as the “secret” to effective in‑person sales, emphasizing curiosity‑driven engagement over hard‑selling.

Chapters

Events, workshops, keynotes, anything in person especially, the way that you quote unquote sell in those environments is it's not really about talking about you or your service. It is about opening loops and opening questions for people where they naturally come to the conclusion, oh, I need someone to help me with this. By the end, they're inevitably going to go, wow, that was a lot of work. There were a lot of new skills that I had to use there. I'm a little uncertain on how I would do this again by myself. You're like opening all of those questions for the person. And so you don't really need to be like, this is what I do. This is my offer. Stack, this is how much it costs. You just need to open those questions and then go, and if you would like any help, if you would like any more insight into how this process works, let me know. I would love to help you. That's the whole secret.