 |
7 Ways to Prevent Seminar No-Shows
7 Ways to Prevent Seminar No-Shows
By Edward E. Klink
Horsesmouth Senior Editor
January 29, 2003
How is your seminar turnout?
I always play to a packed house
Usually I get a decent turnout
Not as great as I'd like
Attendance fluctuates widely
So deserted that tumbleweeds roll through
You've lined up the perfect venue, a panoply of mouth-watering refreshments, and a presentation that can't miss. Now how can you ensure that you'll play to a packed house?
Recently, I found myself running late to a seminar. Hustling through the parking lot with my eye on my watch, I made a quick plan: I'd slip inconspicuously through the side door of the auditorium and snag a seat in the back. After all, the place was bound to be packed—I'd just be another face in the crowd. Right?
Wrong. Sliding through the door in my stealthiest fashion, I came face to face with the advisor and his assistant, whose warm greetings echoed throughout the otherwise empty room. And suddenly, there we were—the three of us, several gallons of coffee, and a couple of heaping plates of donuts. Offering up a few pale witticisms, I dutifully took a seat, notepad in hand, as the advisor launched gamely into his presentation. But I wasn't really listening—I was too busy wondering why I was the only one there.
"In situations like this, the attendee feels like a loser for showing up," says seminar expert and Horsesmouth contributor Larry Klein. "He begins to think that the presenter is a loser, and this makes for an uncomfortable situation." How can you avoid wasting time and energy on seminar no-shows?
Select a catchy, compelling topic. Let's face it—"Understanding Annuities" isn't the kind of seminar topic that's going to lure the masses away from satellite TV on a bleak winter weeknight. "This is a left-brain title," Klein says. "And it tells you right away that the advisor is going to be pitching product." When designing your seminar invitation, be sure you're conveying a message that's going to appeal to your audience—not alienate them. An invitation that focuses too much on making money, for example, can attract undesirable get-rich-quick types, while repelling the affluent. "Ask yourself what's on the mind of your intended prospects," Klein suggests. "Focus on billing your seminar as an answer to some of their biggest challenges. Small-business owners, for example, might be particularly interested in a seminar called '5 Ways to Cut Your Taxes.'" Klein also recommends creating a sense of urgency by sending the invitation only about a week before the actual presentation. Bear in mind that, if prospects receive your invitations too early, they'll be more apt to let your seminar slip their minds.
Tell Your Story
How do you build a loyal client following? What client service lessons have you learned?
Send an e-mail to eklink@horsesmouth.com with your inspirations, success strategies, or horror stories.
Make your seminar newsworthy. Imagine having your seminar trumpeted by the media? "It should be!" says financial media consultant and Horsesmouth contributor Daryl Logullo. The press is always on the lookout for fresh stories that are relevant to particular markets. The trick is to give your story an angle that interests your local media. "For example, when the president's tax plan is in the national news, contact your local editor, introduce yourself, and tell him you can identify five ways that this tax plan will impact seniors in your community," Logullo says. Always position yourself as an expert offering insights; the press are wary of salespeople. "Find out when their reporters are available, and try to take that into account when you schedule your event," Logullo adds.
Play to your target audience. According to Klein, the average annuity owner is 65, the average buyer in her 50s; since I don't fall within either of these demographic categories, I should never have received that fateful seminar invitation in the first place. "The message and the list were not matched," Klein says. "And you can waste a lot of money that way." Also, the seminar took place in the library of a wealthy town—a clear bid to attract the owners of the local estate-style homes. But Klein doesn't believe that strategy pays off. "According to Tom Stanley's Millionaire Next Door, most millionaires don't live in rich zip codes," Klein observes.
Recent Columns
Let Your Office Do the Talking
Those first few conversations with a new client can sometimes be a bit awkward. Here's how some advisors use photos, souvenirs, and knickknacks to help break the ice.
7 Good Reasons to Contact Clients—Without a Sales Pitch
Uncertain markets are definitely not the time to avoid client contact—and if you've been using "I just don't know what to say" as an excuse to put off those calls, you're out of luck. Here are seven reasons to pick up the phone and dial today.
Pick an appropriate venue. Often, prospects look at where a seminar is being held for hints on what the seminar will be like. Libraries, for example, send a message that the seminar will be educational and oriented toward beginning investors. Restaurants known for their haute cuisine convey the impression that the meal will be the highlight of the show. And beware airport hotels, which "can make you appear transient," Klein warns. Klein suggests arranging for a private room in a restaurant, preferably on an off-peak night, and serving coffee and pastries. "It's personal, and it's not all about the food," he explains.
Find a time that works for your niche. Klein identifies retirees and business owners as the two primary markets for seminars. But these groups are often loath to attend functions in the evenings; seniors frequently have more trouble seeing at night than during the day, and business owners may want to spend their evenings with their families. Alternatively, Klein suggests hosting seminars over breakfast or lunch. And don't feel like you need to fill Carnegie Hall. A roundtable lunch meeting with the right prospects will prove well worth your time.
Call to confirm. Always telephone prospective guests on the day before the seminar to confirm attendance. "Too many advisors forget to do this," Logullo says. "If you have a seminar on Tuesday and you can't call on Friday—well, too many things can come up during those interim days." Logullo also suggests sending a confirmation letter with directions or calling to inquire about a prospect's choice of entree. "When people actually tell you 'beef' or 'chicken,' they are making a commitment to attend that is more difficult to break." Don't have time to dial? Ask your assistant to help with these tasks, or retain a local RSVP service (check your Yellow Pages for answering services).
Get to know a restaurant owner. Sometimes—even if you do everything right— circumstances such as bad weather or an unexpected traffic jam prompt an unusual number of no-shows. And if you're planning to serve food, you want to avoid paying for uneaten meals. Build a relationship in advance with the owner of the restaurant you've selected for your seminars. Dine there with your friends, family, and clients, and find out when the restaurant is slow. Then, negotiate for the use of a room, and stipulate that you want to pay only for those who attend.
And how do you save face if your turnout is low? "Be honest," Logullo suggests. "Tell the attendees that you expected more people, and then go ahead and deliver." Think of it as an opportunity to show off your client service skills by providing personal attention.
|
 |
