![]() ![]() Whatever the particular method, it must be a focused effort on one goal: to set appointments. Your assistant can work the audience too, politely soliciting complimentary appointments. Appointments can be solicited in an appropriately worded opening presentation. Feedback forms asking for an appointment can be filled out before the seminar begins. Closing strategies for seminars are abundant. Although it helps, excellent public speaking skills and quality information are not enough to get seminar guests to call for appointments. You actually have to close the leads yourself. ![]() And, no, praying to the elusive “God of Seminars” to bring you luck won't do the trick. Reason Two: Failure to implement effective closing techniques. It's easier to convert a lead by this kind of contact than letting potential clients slip in and slip out of the seminar. Do not squander the time by talking to an assistant or guest speaker. During the half-hour before and after the seminar, make contact with your guests in an informal, personal way. There is a variety of ideal opportunities to establish and build relationships. But don't just invite guests, get to know them. The point of a seminar is - duh - to initiate and establish multiple, mutually profitable long-term relationships. Yet, it never ceases to amaze me that financial advisors expect results in seminar selling without devoting a modest effort studying the seminar-selling process. Whichever strategy is chosen, it must be learned, refined and mastered. It might be cold calling, direct mail, networking, referrals or whatever. The critical success factor for financial advisors is neither brains nor good looks it's marketing. Reason One: Failure to understand simple marketing techniques. There are four reasons reps don't succeed with seminars and four ways they can improve their results. Whenever one points a finger, there are three pointing back - to you, the broker. The most common excuse: “My local area is seminared out.” This excuse, like countless others, is rarely the cause of the problem. When seminars disappoint, financial advisors are quick to blame anyone but themselves. Sadly, many financial advisors abandon their seminar marketing efforts when results fail to live up to expectations. Seminars can be one of the most effective strategies for gathering assets.
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