You have to tell people how they would benefit from doing business with you. You have to tell them, and tell them often, what you are doing to solve their problems. Who else is better suited, than you and your staff, to do that?
Whether you are a struggling business owner or your business is booming, there will always be value for you and your staff at events like Coaches Congress. You just have to learn to watch for it and to plan for it.
There will always be things that you can control. You can always control your own behaviour and your own efforts, if your systems are good there is a high probability that you will keep succeeding even in harsh times.