The confirmation process is vital to an advisor’s marketing plan. If you don’t already have one in place, or are looking to update your methods, this process was shared with our marketing consultants long ago by a very successful speaker. After seeing it work time and time again, we’ve settled on calling this the perfect seminar confirmation process!
Successful advisors, like the inspiration for this post, attribute their success with seminar marketing in large part to their diligence in following up with prospects, adhering to their confirmation process. When properly implemented, confirming seminar attendees will increase (less no-shows!) and you’ll see an increase in your appointment setting ratio. The idea is that the relationship with the prospects begins with the initial communication, the phone call. Following that call, each additional communication, or “touch,” will further strengthen the connection with the advisor.
The Perfect Confirmation Process
Call Immediately. As soon as you receive the reservations, call to welcome them and confirm their name, address, phone number, any guest names and the date of seminar they will be attending. Tell them you will mail a confirmation letter with directions to the restaurant, and you look forward to meeting them in person. Before you hang up, tell them to expect a call from you the Friday before the seminar. Let them know that the reason for that call is because of a very high response rate for the seminar, hinting at a waiting list forming. By confirming their attendance closer to the date of the workshop, you’ll ensure that everyone that confirmed an RSVP can still attend.
Mail Confirmation Letter. While this is optional, we highly recommend it. Consumers tend to save mail they receive from businesses they’re interested in working or buying from, so this is one more piece of yours they can save and refer to.
Call Friday Before Event. Another friendly reminder, you’ll be re-confirming their attendance for the seminar. Before you hang up let them know to expect a third call the morning or afternoon before the seminar. This call will be to confirm an accurate meal count. Hint during the conversation that you’re going to be confirming the meal count, so they’re aware you’re committed to paying the restaurant for the meals based on those counts. Knowing you’re paying whether they show or not will help decrease your no-show count.
Call Day Before Event. As promised, this is the final call before the event. While letting them know how much you look forward to meeting them in person, confirm a final headcount for the restaurant, and ask their choice of entree if given a choice. Stress that this is to ensure they’ll get the perfect meal while they enjoy the topic you’re prepared for them. They may not realize it, but you’re planting a bigger sense of commitment to attend by appealing to their preferences and comfort.
If you need more advice or help getting this plan implemented, or perfecting any other part of your marketing plan, give our consultants a call and they’ll walk you through seminar marketing: 866-855-3710