Having evolved and changed over many years, financial seminars remain the most effective prospecting method utilized by financial professionals today.
But what makes a successful seminar? The following are some tried-and-true techniques you can try right now to help increase the attendance and turn prospects into clients at your next event.
1.KNOW YOUR AUDIENCE
It is important to study your target audience prior to mailing out invitations to your financial seminar. The goal being to fill the room with qualified prospects that are most likely to need the services you offer, inviting the right individuals is essential to make sure your time and marketing dollars are not wasted. It is critical that the content you present will fit your audience’s age and needs.
2.TIMING CAN BE EVERYTHING
In selecting the correct time and day to host your financial seminar, it is important to keep in mind the following best practices:
- Typically, Tuesdays and Thursdays work best…using alternate weeks as not to eliminate individuals that could be out of town for a particular week.
- Don’t schedule events the day following national holidays such as Memorial Day, Labor Day, etc…
- Start times can make or break your seminar. Typically, for Senior Seminar events, 4:00-4:30 start times work best. For Boomer Events, 6:00 – 6:30 start times are more appropriate.
3.TO FEED OR NOT TO FEED?
DINNER SEMINARS: Hosting dinner seminar events can be a very effective marketing strategy. Many financial advisors hosting these events feel that paying costs associated with providing meals is a small price to pay to get in front of qualified prospects.
“NO-FOOD” SEMINARS: An alternative to hosting dinner seminars, educational workshops offered as a class at a local college or library are another effective marketing strategy. Some advisors feel by offering an educational class with no meal, they will only attract individuals that are seriously seeking the valuable information that will be presented at the event.
The question of to feed or not to feed can be can only be answered by you as a financial advisor. Click here to learn more about what you need to know about no-food seminars.
4.MAKE SURE YOUR PRESENTATION IS INFORMATIVE
Making sure your presentation is educational and informative for attendees should be a priority. Educating prospects early in the process of client relationships will help set proper expectations and assist in building a better rapport.
5.KNOW YOUR PRESENTATION
Do your homework! Learning basic public speaking skills and knowing the presentation to a “T” will help project an image of a confident professional worthy of trust. It is very important that people view you as knowledgeable and an expert as you present the information. Constantly looking at your notes as you present your seminar will create the perception that you don’t know the topic.
A seminar is a great opportunity to present a strategy or a product. It is also a chance to meet prospects face to face, shake hands and establish the personal connection with them. This initial contact additionally provides the ability to gather more information regarding their needs and concerns. This will help in closing business as you later meet with them.
7.MAKE IT EASY TO SET APPOINTMENTS
To help ensure your success, it is vital for you as the speaker to set up your appointment setting process at the beginning and end of your presentation. Begin by calling attention to the financial seminar form in front of everyone. Explain the importance of them filling the form out completely. Instruct them to jot down any questions regarding the topics covered at the financial seminar as you move through the presentation. You can answer the questions later in a more private setting.
Set appointments at the end of your event. Or you can let attendees know that you will be calling them the following morning to set an appointment. Try not to schedule appointments for more than two weeks out.
8.FOLLOW UP IS KEY!
For those who are not comfortable booking appointments at the financial seminar, it is imperative that you follow up with every attendee. Start making follow up calls the morning after the event. Follow up calls made too late will lose the momentum and passion inspired at the event. One suggestion is to offer them the opportunity to answer any questions that the prospect may have after the event.
If you are seeking advice on how to boost the response rates you currently receive on your seminar events, please feel free to call us or contact us today!