As knowledgeable professionals you understand the value of seminars. That means you are always practicing ways to increase the number of appointments you are closing after a successful seminar, right?
Here’s what good advisors and agents need to do to increase their closing ratio:
1: Be honest about the seminar goal.
After introductions and opening statements, let them know why you hold seminars, and what you hope for the group to gain from your time together. Sharing ideas and strategies about financial planning, on a general basis, will open you up to mentioning that more detailed and specific information can be discussed during an office appointment. Offer that as a free consultation, of course. Doing this will make everyone feel more at ease, and everyone will relax and be more receptive to what you have to say during the workshop.
2: Don’t confuse the audience.
This means don’t overwhelm them with charts, facts and obscure details. They’re not impressed but confused, which means they will tune you out and trust you much less. They just want to know if and how you can help them with their problems!
3: Have a handout both you and the client can reference.
When you’re in a presentation, aren’t you making mental notes? Your guests are as well. Provide them with a handout that allows them to follow along, check off their concerns, and turn in at the end of the presentation. This is a really easy tool for your guests to jot down their specific problems for review during your one-on-one. Using this tool as an appointment card of sorts, you’ll be able to glance, see their primary issues, and ask if they’d like to come in next week to discuss those concerns with you.
4: Show, don’t tell!
We’re sure you remember hearing this in school. The value of showing results rather than telling facts is vital, this means prepare some case studies of successes with your existing clients. If possible use their first names, people will be much more receptive and impressed if you can show how you were able to give a James a new car or raise The Stewarts’ monthly retirement funds.
5: Give yourself enough time.
Try to end the presentation with about fifteen minutes left. You can use this time to go over the key points of your seminar, and mention that there’s many ways you can help them accomplish their goals. Then it’s time to sell the appointment. They want to hear FREE! Offer consultations, or reviews and second opinions. With enough time, they’re not expecting it to be over, so you can get in there and get their appointments lined up before they’re gone. Creating some urgency, if not you’ll see guests running for the doors of politely saying “no,” which could mean they’re taking your information to their advisor.
Check back in next week for the rest of the list!