The main reason many financial professionals choose seminars as a means of marketing their services is because it not only puts them in front of an engaged group of prospects; it also establishes them as an expert in the financial world through the eyes of their attendees. But what many fail to realize is just how important the follow up process is after a seminar has been completed. This vital next step is either overlooked, or just not done correctly. The following are 5 things you should be doing after your seminar to close prospects.
1. Get Organized
If you’re not already collecting, tracking, and marking touch points with your attendees information both pre, and post event, and organizing it for each event; you NEED to start doing this immediately. You don’t need a sophisticated, ‘Salesforce’ CRM application. But at least have a systematic process in play, similar to that of a separate excel sheet for each event with notes and relevant key point columns.
2. Create a Sales Funnel
A sales funnel is simply a sales process you can follow which eventually leads to a close. For instance, if person “A” attends the event but doesn’t schedule an appointment immediately afterwards, then that individual would be put into step 2 of the sales funnel process. The second step in this sales funnel process would include sending a regular series of personalized emails to continually “drip” valuable content; the first one beginning about 3 days following the event.
The sales funnel is important because it allows you to systematically organize your warm and cold prospects, and understand all of their unique touchpoints and where they are in the process of becoming a potential client.
3. Keep Things Personal
One key reason for spending your marketing dollars hosting seminars is to establish some type of personable rapport with potential new clients. The last thing you want to do is treat them like a cold fish! You’ve already spent the money hosting them; get personal. It’s important to create trust here, and the best way to do that is to interact more personably with them. Whether it be talking about other topics in their life, or calling them by their first name, the key is to build a connection with them and make them feel comfortable and at ease with you. Remember, people buy from those individuals they know and trust.
4. Follow Up, and Do It More
Following up is one of the most important things, and most obvious things you need to be doing! At bare minimum, let the attendees know their attendance was much appreciated. Perhaps ask them if they had any post event questions or what they thought of the presentation? Don’t just stop at a simple email; make sure you have at least 3 levels of follow up before you start focusing on other, warmer prospects. And even when these follow ups have been completed, recycle them into later events or touchpoints; whether it be a newsletter, or an upcoming seminar.
5. Involve Spouses
Many advisors will sometimes forget to involve the spouses; failing to realize just how integral of a component they really are. Don’t make this mistake! In fact, do everything you can in an attempt to connect with both spouses in meeting with a married couple. Make them both feel equally important in the decision making process, because they are. If you make the mistake of not including them early, issues will almost certainly arise down the road.
If you’re in the financial services industry and have any questions about what we do, please feel free to contact us!