Client Attraction Action

Beating The Financial Seminar Blues

August 21st, 2007

This article was contributed by Bob Hanson, Jr.
Principal in the Client-Attraction Marketing System For Financial Advisors

Many of our clients say seminars would work as a tool in their marketing plan, but they are too expensive. Or they find that the room is filled not with prospects but retirees looking for a night out or a free meal.

Others say, “I’m more comfortable on the phone. I don’t sell well in front of a group.”

While still others recognize that most younger or dual-income couples planning for retirement won’t take the time from a crammed schedule to travel to attend your seminar at the exact time and location that you hold it.

So what is a financial advisor to do to get a flow of new prospects from events?

Consider a Teleseminar or Webinar.

>>> 5 Advantages Of A Teleseminar or Webinar
Over Your Traditional Dinner Seminar

1. Better Quality Prospects

Because your information is the star of the show, not the social or food benefits of a seminar, your prospects will be of better quality. These events naturally position you as the expert and focus on solving their financial problems quickly and efficiently.

2. Save Time

Pick up the phone, dial, and talk. It can be that simple. You save time, and so do your prospects, so your response rates go up as well.

3. Save Money

Every time I get dragged back into the seminar world by a client, we will have a long discussion about the size of the room. Predicting how many people will register then show up is like picking interest rates in a year or forecasting the weather for a night 2 weeks out. One thing is certain: You know it will be different from whatever you project.

It is equally frustrating to book half a room then turn half the people away. But with an online event like a teleseminar/webinar you can make it work for tens or hundreds. It doesn’t matter. And the delivery costs in either case are virtually the same, saving hundreds and even thousands of dollars for bigger events.

And, there’s no need to do a second event for the 50% who don’t show. Simply email them a link to the recording and then sell them like an attendee.

4. Take Advantage of Online Marketing

I’m sure you have been following other industries like information marketing, training, technology marketing, and even the big financial houses for their investor webcasts and internal and product training. They are moving all of this online because it is cheaper, easier, and more effective.

And best of all, everyone who registers for these events will give you an email address so that you can follow-up with them in bunches for free via emails and then set up calls or appointments.

5. Reach the Majority Who Will Never, Ever Attend Your Seminar

Let’s face it, some 80% or more of your target market will never, ever register for one of your seminars.

But what percent can get on a call in the car on their way home or to their evening activity?
What percent will sit down in the evening and watch your presentation on their computer?

The bottom line right now is that the basic law of economics applies.

Supply and Demand.

You can be among the leaders who deliver events people want to sign-up for and attend while the laggards try expensive, ineffective, or less productive seminars.

Bob Hanson
bhanson@marketingplanfinancialadvisor.com
508-625-1712
Box 68
Hopkinton, MA 01748

P.S. What is your biggest question about teleseminars or webinars? Send me an email with your question and we will cover it in an upcoming Client Attraction newsletter. You can reach me at bhanson@marketingplanfinancialadvisor.com