Sophie had always loved the art of chocolate making. What started as a small hobby in her kitchen quickly grew into a small-scale chocolate production business. She spent her days creating delicious, handcrafted treats, carefully experimenting with flavours and techniques that set her chocolates apart from anything else available locally. Despite her passion, however, Sophie was struggling to grow her customer base. People who tasted her chocolates loved them, but she needed a way to reach more people.
Then, one afternoon, as she packed up orders for her loyal customers, Sophie had an idea. What if she could host a free Q&A session to showcase her expertise, connect with potential customers, and answer all those questions people had about her chocolate-making process? It would be a way to engage with the community without coming across as overly promotional. She could offer value while also spreading the word about her products.
Why a Free Q&A Session?
For Sophie, hosting a free Q&A session wasn’t just about selling more chocolates—it was about building trust with her audience. People had questions, and Sophie had the answers. By offering a space where potential customers could ask anything they wanted, Sophie would have the opportunity to show her expertise, demonstrate her passion for chocolate making, and create a genuine connection with attendees.
This wasn’t just a sales pitch disguised as an event; it was an invitation for people to learn more about her process, get involved, and understand why her chocolates were so special. Sophie realised that by opening herself up to questions, she could create an experience that would make people feel more invested in her business.
Planning the Perfect Q&A
Sophie knew that to attract the right audience, she needed to carefully plan the event. It wasn’t enough to simply pick a date and time—she wanted to create an atmosphere where people would feel comfortable asking questions and engaging with her business. Here’s how she approached it:
Pick a topic that resonates: Sophie decided to focus on the origins of her chocolate-making journey, the importance of sourcing high-quality ingredients, and the artistry behind her unique flavours. These were the types of questions her customers frequently asked, so she knew they would spark interest.
Promote it as an opportunity to learn: Rather than framing the event as a sales pitch, Sophie promoted the Q&A as an educational session. She emphasised that people could ask anything they wanted about chocolate, the process, and her business. This created a relaxed, inviting atmosphere.
Choose an accessible platform: Sophie opted to host the event online, making it easy for people to join from the comfort of their homes. She used social media to invite attendees, ensuring the event was free and open to anyone who wanted to learn more about her products.
The Day of the Q&A
On the day of the event, Sophie was nervous but excited. She had a small setup in her kitchen, surrounded by ingredients and samples of her chocolates. The turnout was better than she expected—people from the local community and beyond had signed up, curious to learn more about her business.
As the session began, Sophie introduced herself and shared a bit about how her chocolate-making journey started. Soon, the questions started rolling in. People wanted to know about the different types of chocolate, the importance of fair trade ingredients, and how Sophie came up with her unique flavour combinations. She answered each question thoughtfully, providing insights into her process and even sharing tips for making better chocolate at home.
What surprised Sophie the most was how engaged everyone was. People were genuinely interested in her business and eager to learn more. They appreciated the personal connection, and Sophie could tell that by the end of the session, they weren’t just curious—they were invested.
Why Hosting a Free Q&A Session Works
Sophie’s Q&A session did more than just answer questions. It built relationships with potential customers who might not have otherwise engaged with her business. Here’s why hosting a free Q&A session can work for small businesses like Sophie’s:
It creates an authentic connection: When people get the chance to ask questions directly, it opens up a dialogue. This creates a personal connection that can’t be replicated through ads or social media posts.
It builds trust: By answering questions openly and honestly, Sophie built trust with her audience. They saw her as a knowledgeable, passionate business owner, which made them more likely to purchase from her in the future.
It provides value without pressure: Hosting a free Q&A isn’t about selling—it’s about offering value. By giving people useful information, you’re showing that you care about more than just making a sale, which makes customers feel more comfortable engaging with your brand.
How to Host Your Own Free Q&A Session
If you’re inspired by Sophie’s story and want to host your own Q&A session, here’s how to get started:
Pick a topic: Choose a topic that resonates with your audience and aligns with your business. It could be about your process, industry trends, or common questions people ask about your product or service.
Promote it widely: Use social media, email, and your website to promote the event. Make it clear that the session is free and open to anyone who wants to attend.
Create a welcoming environment: Whether you host it online or in person, make sure people feel comfortable asking questions. Encourage interaction and keep the tone friendly and informal.
Follow up with attendees: After the session, thank your attendees for participating. You can even offer a special discount or promotion to encourage them to try your products or services.
What Happened Next?
Following the Q&A, Sophie noticed an immediate impact. People who attended the session were far more engaged with her business. Some placed orders right away, while others shared the event with friends who hadn’t attended. Her social media presence grew, and she even received inquiries from people outside her local area who were interested in trying her chocolates.
The most rewarding part for Sophie wasn’t just the increase in sales—it was the deeper connection she had built with her community. By simply answering questions and sharing her passion, she had transformed curious onlookers into loyal customers who were excited to support her business.
Ready to Attract New Customers?
If you’re looking for a way to connect with potential customers, hosting a free Q&A session could be the perfect solution. By offering value, building trust, and engaging with your audience, you can create lasting relationships that drive long-term growth.
Need help planning your Q&A or attracting new customers? Contact Mark A Preston, Customer Growth Coach & Speaker, to learn how his coaching and training can help you create events that build genuine connections and grow your customer base.
