I hate that silence.

Not the silence that follows an unanswered proposal. I mean the silence of a prepared room when no one attends.

Last Thursday, I hosted a webinar on the Practice Revenue Calculator. I spent months collaborating with my designer to ensure it was well-developed.

This included the presentation, sales script, email sequences, Eventbrite listing, magazine advertisement, LinkedIn posts, and a thoroughly rehearsed calculator demonstration.

Seven people registered, but none attended. I waited in front of a blank Zoom screen, and after fifteen minutes, I knew it was not going to happen, and as I often do in challenging moments, I go for a walk.

Here is what came up for me while I was walking. This is good for me. Everything I created remains and this is an opportunity to learn what was missing.

The presentation still exists, chance for a few more trial runs, even if it was not seen. The calculator functions as intended.

The evidence I gathered, showing that fee hesitation costs practitioners real money, is valid regardless of the number of attendees.

The work was not wasted. However, the marketing needs to be more effective.

For years, I have advised practitioners that when a client questions a fee, it often reflects uncertainty or insufficient explanation of the risks of inaction, not an inability to pay.

That it is important to maintain confidence in your value. Identify the lesson, maybe it needs to be preparing a better sales message and approach it with greater clarity.

I had to say that to myself last Thursday. This is good for me and will be better next time.

The webinar will run again at the end of July. This time, I am providing it with a longer lead-in: six weeks of content, a clearer explanation of the value and specific benefits.

If you missed the June session or were interested but did not register, I encourage you to attend this upcoming event.

If you are an independent consultant, coach, or professional services firm owner who has seen a strong proposal stall at the question or vacilitating on that famous question “what fee should I charge,” this session is designed for you.

I will share the date soon.

In the meantime, consider this question. Reflect on the last time you prepared something carefully, presented it to your audience, and it failed.

Did you stop, or did you try again?

I am going again.

Until we meet.

Morton