You know that seminars are a great way to attract prospective clients. We've created a list of 10 best practices to help you make your next seminar a success. Use these tips to attract the right prospects and polish your presentation.
10 Seminar Best Practices
- Choose impactful seminar subjects that will make a measurable difference.
- Find an educational venue.
- Market the seminar on Facebook.
- Run a direct mail campaign.
- Use comment cards instead of a sign-in sheet.
- Ask the venue liaison to introduce you.
- Create brochures for attendees to take home and learn more.
- Make eye contact.
- Use the software at least twice before the presentation.
Choose Impactful Seminar Subjects That Will Make a Measurable Difference
Discuss the topics that clients frequently have questions about. Help attendees challenge prior assumptions about topics like Social Security or taxes in retirement. When they hear you address their concerns directly, they will be more receptive to your insights.
Find an Educational Venue
Since the objective of your seminar is to educate attendees, you should find an educational venue. Reach out to your local public library or college. A partnership with a well-known educational entity in the community will give you credibility. Additionally, oftentimes universities and libraries will help promote your seminar in their newsletter, on their social media pages and website.
Market the Seminar on Facebook
The number of American Facebook users who are over 65 has doubled over the last seven years. Given its high usage among this demographic, Facebook can be a natural place to put your attention. Create a Facebook event with the date, time, location and brief description of your seminar presentation. Then create a Facebook ad for the event. From start to finish, you can set up your ad in less than five minutes. This blog post can help you get started.
Run a Direct Mail Campaign
While many industries have shifted their marketing efforts to become exclusively digital, direct mail remains an effective marketing tool for many financial advisors, and many of our advisors have found success building their brand over time with direct mailers. Oftentimes prospects prefer receiving a tactile piece of paper to stick to their fridge, use to take notes, or check off which seminars they’ve attended.
Use Comment Cards Instead of a Sign-In Sheet
Rather than asking seminar attendees to sign in, consider distributing evaluation cards that includes a space for questions and a note offering a free consultation. Following your seminar, you’ll already have a list of qualified leads to follow-up with.
Ask the Venue Liaison to Introduce You
Print your professional bio and ask the venue liaison to introduce you. This will help you establish credibility and avoid some of the awkwardness that comes with talking about yourself.
Create Brochures for Attendees to Take Home and Learn More
Make sure you have brochures with your name and contact information for attendees to take home and learn more (we provide a customizable client-facing brochure with a subscription to our software). Attendees won’t have to remember to write down your contact information. They will already have it readily available in case they want to contact you.
Make Eye Contact
Your audience will be more engaged if they feel that you are speaking to them directly and not just using the same canned presentation. Don’t be afraid to make notes reminding yourself to look up or slow down.
Use the Software at Least Twice Before the Presentation
This is a big one. Whether you use Social Security Timing®, Tax Clarity®, SmartRiskTM, or Income InSight®, you'll want to use the software a few times to get familiar with it before your presentation. The seminars provided within the software include screenshots of the graphs and charts available within software. You want to be able to answer any questions your attendees may have. Need help understanding the reports? Contact our expert support team. You can get us on the phone, email or chat and we’ll help you with software or subject matter questions. Prefer to self-solve? Search our knowledge base for robust documentation and explainer videos 24-hours a day.
Practicing the presentation will help you feel confident and prepared and will also help alleviate any nervousness you may feel. When in doubt, practice again. You'll be glad you did.
Prepping for your seminar can seem like a lot of work, but we have resources and templates to make it easier. Register for your 10-day free trial to get started.