5 Tips to Make the Most of Seminars and Reach Client Acquisition Goals in 2020

It’s time to rethink your client acquisition strategy.

You know in hindsight which of your marketing tactics succeeded and which ones tanked in 2019. Therefore, now’s your chance to tweak your growth plan to achieve a greater return on your marketing dollars in 2020.

So, whether you have used seminar presentations in the past to grow your client base, or are thinking about hosting seminars for the first time, here are some tips to help you maximize their value.

There’s strength in numbers

You won’t be as successful hosting a “one-off” event as you would be scheduling three or more at a time. By developing a longer-term seminar strategy, you’ll create more momentum by getting in front of more prospects. This will open up additional opportunities for you to engage with people in an environment where they’re comfortable.

Request client testimonials

Every longtime professional services provider has happy clients. Some of them should be willing and able to promote your services, if you ask. We all know people tend to believe their peers over advertising. Having loyal clients give testimonials at your seminars will make a positive impression on attendees and turn more of them into appointments.

Timing is everything

A growing number of people age 55 and up are working part-time or full time. Why? Some of them haven’t saved enough for retirement. Factor this into your seminar planning process. It’s also critical to know the traffic patterns in the metro areas where your prospects live and work. A dinner seminar scheduled for 6:30 p.m., for example, should give most attendees time to get there.

Connect, connect!

Pick up the phone and call the people who register for your events. This is a chance to establish a rapport with them before you meet. They may have some preliminary questions or concerns you can address.

We know from experience that when seminar presenters reach out to prospects ahead of time, it’s proven to boost attendance rates.

Plan well ahead

Whether or not you’re new to seminar hosting, give yourself a minimum of 35 days to book a campaign. The last thing you want is to not have enough time to advertise your dinner seminar to your prospects. It makes it much harder to fill up those seats. A last-minute campaign promotion could lower your RSVP rate significantly.

Once you’ve got a good response to your seminar invitation, we recommend you do a run-through of your presentation. This way, you don’t sound like you’re reading from a script. (One client of ours, who does 75+ events a year, practices his presentations once a week.)

These tips are based on our 25 years of experience promoting seminars, using both offline and online marketing channels, and feedback from top producers.

If you follow them, seminars can serve as a tool to add new clients and rev up your production.

Still not convinced?

For the risk-averse who want to improve their client acquisition rates, LeadingResponse has a number of programs featuring money-back guarantees.

We offer payment plans for those on a tight budget.

And, we’ll give you ready-made presentations on a number of topics, such as tax strategies, that you can customize.

(One of them covers the Setting Every Community Up for Retirement Enhancement Act, or SECURE Act. It went into effect January 1 and includes the most sweeping changes to our country’s retirement program in 13 years.)

Discover the full range of client acquisition options available to you by contacting your marketing consultant if you’re an existing client; or by calling us at 1-800-660-2550.

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