During the pandemic, like many in the industry, Jamie and I pivoted fast. We helped our clients shift from live, in-person hotel events to highly effective virtual events over Zoom. And you know what? It worked… really well.
No hotel fees, no travel headaches, no need to fly in a team or staff. And most importantly, it was easier than ever to get people to show up.
We helped our clients rethink everything. We broke down the emotional experience of a live event, from the moment someone checked in, to the excitement of the offer, to the connection during coaching, and then we recreated those same emotional touchpoints in a virtual space.
We didn’t just replicate logistics, we recreated outcomes.
But along the way, we ran into a problem… a big one.
A trend we started calling: The Coaching Zone Mistake.
What Is “The Coaching Zone”?
Here’s how it was pitched by production teams who, to be honest, had no clue how sales really work.
Let’s keep the main event in one Zoom room, and then, when someone is ready to speak with a coach, or purchase our products, we’ll send them to a completely separate Zoom link called “The Coaching Zone.”
Sounds harmless, right? Maybe even organized and professional.
But in reality…
It was a total disaster for conversions.
Why “The Coaching Zone” Model Fails Hard
We saw it over and over again, production teams trying to control flow and logistics without understanding the emotional psychology of a buyer. When someone is on the verge of a decision, they’re emotionally activated, curious, open… and the last thing you want to do is interrupt that moment.
And yet, the Coaching Zone model did exactly that. Here’s what happens when you ask someone to leave the Zoom room and log into another…
Their kid wakes up, their dog barks, their doorbell rings with an Amazon package, their spouse walks in and says, “Aren’t you done yet?” They click the wrong link, get lost, or just forget. Or worse… they lose the momentum, and doubt creeps back in.
It’s like owning a retail store and sending your customer across the street to make the purchase. By the time they get there, they’re already out of the buying mindset.
Why Sales Teams Belong in the Main Room
The best virtual events have sales teams that are present in the main Zoom room, watching the chat, observing for buying signals, and creating breakout rooms instantly when someone wants to talk. There’s no delay, no separate login, no lost opportunity. It’s seamless, it’s natural, and it’s far more effective.
The coaching zone approach removes the sales team from the emotional heartbeat of the event. But when your sales team is embedded in the main room, they’re not just salespeople… they become engaged participants in the transformation. They know who’s asking the deep questions, they can see who’s resonating with the speaker, and they’re ready to support someone when they’re in that moment of decision. That’s not sales. That’s service.
The Cost of Copying “The Big Guys”
Here’s where it gets tricky. A lot of speakers and hosts copy what the “big guys” are doing. And sure, those names may have high profile brands and slick marketing… But what works for them might not actually be working. They just don’t talk about the conversions they’re missing. We saw “The Coaching Zone” model become trendy because it looked professional and everyone assumed it was working.
But behind the curtain… the conversions didn’t match the production quality. Flash doesn’t equal cash.
Connection does.
The Real Secret to High-Converting Virtual Events
You don’t need a fancy platform or separate coaching zones. You need a sales team trained to connect, a seamless flow that keeps people in the experience, and an event structure that mirrors real life buying behavior. When someone raises their hand in curiosity, you meet them right there… not five clicks and two Zoom links later.
A good sales process doesn’t interrupt the moment. It serves it.
Always Be Connecting, Not Complicating
The lesson we keep coming back to, and the one we share with every client, is simple… Connection wins. Every time.
If someone wants to talk, don’t make them jump through hoops. Don’t prioritize your production flow over their buying experience. And definitely don’t treat your sales team like afterthoughts. Instead, build your event around real human behavior… Immediate connection, seamless access, emotional momentum.
Let your sales team be present, plugged in, and ready to support the moment the opportunity arises. Because that’s how you create a virtual experience that actually converts… not just impresses.
We’ve helped dozens of clients make the shift from hotel ballrooms to high converting virtual stages. We know what works and what distracts.
The Coaching Zone was one of the biggest distractions we’ve seen. It looked good on paper.
But in practice… It cost sales, created confusion, and killed momentum. Don’t fall for the trap of overproduction and under connection. Design your event experience for real people, real emotions, and see real conversions.
