I love bringing our clients’ customers into journey mapping workshops. There’s nothing quite like hearing about customers’ enjoyable, confusing, and downright frustrating experiences while talking with them face to face.

But at the outset of our journey mapping projects, many of our clients worry that they won’t be able to convince any customers to join them. What’s in it for the customers, anyway? What value will they get for their time? The answer varies a bit from workshop to workshop, but generally customers can expect to:

Get paid. Our clients typically give customers a gift card ranging from $250 – $500 for participation in a full-day workshop. But I’ve seen customer compensation in the form of $100 bottles of wine, iPads, pen sets with the company logo, and business books. Note: some industries regulate customer compensation—and some B2B customers are prohibited by their employers from receiving compensation. So be sure to check with your legal department before committing to a specific monetary incentive.

Enjoy a getaway. Most of the time, our clients travel to a location where a strategic segment of customers lives and works. But some of our clients choose to hold their workshops in a location that will appeal as an exciting travel destination. For example, this past January, one of our clients flew customers from around Europe to a workshop in sunny Barcelona.

Have their say. Journey mapping workshops offer customers the opportunity to provide in-depth feedback about their experiences and influence the organization’s future priorities and investments. And while customers certainly don’t mind getting paid, being heard is often their primary driver for participation. Be sure to let customers know what you’re going to do with their input—and then follow up with them a few weeks after the workshop with a recap of top insights and next steps.

Learn tips and tricks. By interacting with other customers and with company employees who are participating in the workshop, customers often learn ways to make their own experiences better. For example, a group of system administrators in a recent workshop with a technology client pointed each other to different online resources that they found helpful for solving their day-to-day challenges.

Learn the journey mapping methodology. Some of our B2B clients find that their customers are interested in mapping their own customers’ journeys. By participating in a workshop, these customers get hands-on training in this valuable skill set.

If you can offer one or more of these incentives, I doubt you’ll have any trouble recruiting customers for your next journey mapping workshop.