While the formula for seminar success differs from advisor to advisor, the bottom line is making every detail count, say the experts, from the invitation on through to the appointment that hopefully lands that coveted new client. Last week I talked about things to keep in mind before the event–here are some tips for during and after.
During the seminar
- Provide chow. Seminars where food is served yield a better ROI than do events without grub. Steve Delott, CLU, ChFC and principal and founder of Delott and Associates says events where dinner comes after the seminar work best.
- Solve problems, don't sell products. "You'll turn people off quickly if they perceive you as a product pusher," Jennifer Butts, field marketing manager at GP Creative, an arm of GamePlan Financial Marketing insists.
- Use your evaluation form wisely. Distribute forms at the close of the event instead of at the outset, Delott advises, so you're not demanding that attendees provide personal information before they've had a chance to develop a trust in you. It's also important, says Maribeth Kuzmeski, head of Red Zone Marketing to include questions that lead attendees to say, "Yes, I want more information." That might be a query like, "Are you concerned about having enough income in retirement?"
- Set appointments on the spot. An event's success is largely measured by how many appointments it nets. Delott brings his appointment book and books appointments himself at the close of the event. Instead of asking attendees to circle their chosen appointment time from multiple options on the evaluation form, he works with each person individually to find a time that's mutually convenient. That approach, he says, enhances the perception that the advisor's time is valuable. Further, he adds, "don't allow the wait staff [at the restaurant] to start serving food until the last person is done scheduling an appointment."
- Tease the audience. Provide them with enough information to satisfy them, but make them want more, so they're compelled to set an appointment.
- Take a break. Tell attendees at the outset that there will be a mid-point break, so they're less likely to leave during the advisor's presentation.
- Present with flair. Avoid canned, sleep-inspiring PowerPoint-style presentations, Delott suggests, and instead get interactive, keeping the lights up and using a whiteboard or easel to illustrate points.
After the seminar
- Follow up promptly. Strike while the iron's hot by confirming the appointment the day after the event, Kuzmeski says. Confirm the appointment a day in advance as well.
- Invite them to another seminar. With attendees who made a purchase commitment to you in their appointment following the seminar, invite them to another seminar during the down time when the annuity or insurance contract is being processed, Delott suggests. "It helps avoid buyer's remorse."
Advisors who put those best practices to work, along with the ones they develop through their own experience, are destined to see a solid seminar ROI, Butts says. "They're definitely an effective way to get in front of new prospects and get new business. You just have to be sure you do things correctly."
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