Seminar Success® Strategy
2019
The Handbook for Putting on Successful Seminars That Will Help You Grow Your Practice
“To Feed or Not to Feed?”How Dinner Seminars Are Substantially Helping Financial AdvisorsAttract More Qualified Prospects
Background
For more than two decades LeadingResponse has been the nationwide leader in consumer seminar marketing. Through its social dinner event concept branded SeminarSuccess®, LeadingResponse has marketed more than 1,000,000 individual dinner events nationwide and has generated more than 22 million leads. With this program, LeadingResponse has helped our clients generate a consistent flow of qualified and motivated prospects –garnering billions of dollars in new sales over that same period.
SeminarSuccess® is the most consistent and successful event marketing program today. The formulas we created give clear direction to companies who want to drive qualified prospects to their social events consistently. After more than 22 years, these core formulas remain virtually unchanged.
• You must send 6,500-10,000 personalized event invitations to prospects who live within a 7-12 mile radius of a local, “American” cuisine restaurant that comfortably seats 30-50 persons in a private function room.
• Events should be held on Tuesday and Thursday evenings. (Wednesday is an acceptable option if one of the other days is not available)
• The event invitation should include at least two (2) dinner events. (Note: lunches historically pull lower response rates than dinner events –it’s proven!)
• Ideal event start-times are 6:00 p.m., 6:30 p.m. or 7:00 p.m. –depending on local traffic patterns and the demographics of those being mailed.
• Early-bird dinners (4:30 p.m. or 5:30 p.m.) can be used when targeting retirees only. (Note: invitation should not include more than one early-bird start time.)
• The invitation should arrive in the recipient’s home no less than 10-12 days before the first event date.
The Seminar Success® Formula
There is little debate over the effectiveness of using events (seminars) to generate a consistent flow of qualified prospects. Planning, execution, patience, and practice are also integral to successful year-round seminar marketing. If done correctly, seminars are the best method to build your business, expand your client base and conducting more targeted cases.
Here are some of the many benefits you will derive from conducting seminars:
• Satisfy the audience’s quest for knowledge and in
return earn their trust
• Increase the effectiveness of your prospecting
• Increase or build your practice quickly
• Establish your credentials as an authority on your
seminar topic
• Develop a valuable source of prospects
• Create a strong base for future referrals through
personal contacts
• Add to your experience and build your self-
confidence
• Communicate with your prospects face-to-face to
build relationships
• Reinforce past performance and levels of service
• Demonstrate your professionalism
• Add value to your clients and prospects
The most important reason to conduct a seminar is to convey your experience, professionalism, credibility, and trustworthiness. You need to establish rapport with your audience because the real sale you are making is the sale of You. Once that is done, asking for and setting a follow-up appointment becomes much easier.
Seminar Marketing
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Demonstrate that you:
• Are ethical, credible and trustworthy
• Are competent to handle their financial needs
• Understand their financial concerns
• Have a proven track record
• Are a reliable and accurate source of knowledge
• Establish yourself as the solution to their problem (s)
The following pages will show you how to prepare, deliver and follow up on your seminar. Because “success leaves clues,” and there are many definitions of success, much care has been taken to include a broad spectrum of ideas, best practices, strategies, and tips. Careful planning lies at the core of every successful seminar campaign.
Goals to Accomplish at Your Seminar
LeadingResponse
Seminars Attract Prospects
Seminar BasicsThe key to an effective seminar is that your message meets the needs of your audience. Target your market and direct your prospecting efforts toward that specific group. Whether it’s pre-retirees, those on the verge of retirement or seniors already in their retirement years –be sure your seminar is CONCEPT-and SOLUTION-FOCUSED!
To Feed or Not to Feed?Based on statistics from more than 1,000,000 events marketed over the past 24 years, dinner seminars consistently out-pull all other seminar events by over 3-to-1. Top producers hold their seminars in local, American cuisine restaurants with private function rooms that comfortably seat 50 people or less.
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Dates and Times of Your Seminars•To make the seminar convenient for your prospects you should “promote” at least two (2) events in your invitation.
•Historically, Tuesdays and Thursdays are the best days to hold seminars.
•The best time to hold your seminar is 6:30 p.m. Dinner seminars consistently garner the best response rates. If you’re only marketing to retirees, you should hold one “early bird” seminar or a lunch event –but neither of these will consistently draw prospects like 6:30 p.m. event times will.
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Location of Your SeminarThe following features characterize most successful seminar restaurant locations:
• The locations are easy to find• Ample parking is provided• A nice facility in a good part of town• Has a private function room that comfortably seats at least 50 people• Select a room that is well lit, clean and spacious• Select a room that is quiet and free from outside distractions
If you are using a projector, be sure the room is dark enough for people to see the screen and you easily. This is important for maintaining eye contact with your audience so you can read their body language and gauge their responses.
Mailing List: Who Do You Invite?A critical factor in conducting a successful dinner seminar is to know the demographic characteristics (age, location (zip codes), household income) of your “ideal” prospects. When you work with your LeadingResponse marketing consultant, he/she will be able to help you secure a list that will ensure the right kinds of prospects attend your seminars. It’s important to note that there are no “special” or “exclusive” seminar attendee lists. There are only a handful of list vendors (brokers) in the Country, and LeadingResponse has agreements with each. Do NOT fall prey to some of those “mom and pop” mail houses or print shops that will try to lure you into believing they have a special list that will get you more and better-qualified prospects –no such list, sold by a reputable list broker, exists.
How Do I Know All My Invitations Were Mailed?Ask your seminar marketing consultant to provide you with a FORM 3602 from the United States Postal Service. It is a “postal receipt” issued for every mailing campaign. ANY reputable seminar marketing company will be able to provide you with this receipt.
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This is a DINNER event so be sure that when your guests arrive that your room is set up like a typical restaurant: round tables set throughout the room. Be sure that only ½ the table is set for guests –you don’t want any of your attendees to be sitting with their backs to you while you speak. The room should be set up to accommodate 30-50 participants.
DO NOT SET YOUR ROOM UP CLASSROOM STYLE –this gives the impression that something will be “sold” and undermine your ability to establish a good rapport with your guests.
Seminar Seating Arrangements
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Simply put PRACTICE. PRACTICE. PRACTICE! Before you get up in front of your audience, you had best know your presentation by-heart. You do not want to be looking back and forth at the screen. A seminar presentation is a performance. You must show complete mastery of your presentation and the subject matter. The key to making a great presentation –know your stuff!
The Presentation
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Knowledge is power. The key to conducting a smooth, successful seminar is to know your topic inside and out. The better you know your material, the more compelling your message will be. Your audience will see if you are prepared and will quickly determine if you believe in what you are saying. The more compelling you are, the more people you will move to action. Remember, you’ll never be able to set appointments unless you can establish that “know, like and trust” factor. From the minute you stand up and begin talking to the minute you’re finished, you are on “stage” and being assessed by each attendee. Don’t “wing it.” Remember that each person is “sizing you up” as you speak.
In addition to knowing your stuff inside and out, you want to know yourself even better. In other words, from the prospect’s perspective: “What’s in it for me?” Therefore remember that there are a couple of “closes” that take place during the presentation –well before these prospects consent to make an appointment to see you:
• You will have to sell them on “Why you?”• You will have to sell them on “Why your practice?”• You will have to sell them on “Why they should take action now?”• From the prospect’s perspective: “What’s in it for me?”
Know Your Stuff
It is imperative that your staff arrives in plenty of time to ensure that everything is in place and all the arrangements have been carried out according to your instructions. Most attendees will arrive at least 30 minutes early. You do not want them to see you, or your staff, rushing around trying to set up the seminar. It sends a bad message that you are a disorganized person. It is especially important to arrive at least an hour early if you are using a location for the first time. Inspect the setup of the chairs, the audiovisual aids, the refreshments, and the signs directing people to your seminar.
Many presenters like using LCD projectors and PowerPoint presentations for their seminars. Here are some key things to keep in mind when using A/V:
• Be sure everyone can see the screen clearly from everywhere in the room.
• Be sure everyone can hear you –especially at the back of the room.
• Don’t use a hand-held microphone. Instead, use a wireless lavaliere-style that can clip to your
shirt/jacket.
• Bring replacement bulbs for your projector.
• Bring replacement batteries for your wireless lavaliere microphone.
• Have a back-up of your presentation on a CD or Memory Stick.
It is highly recommended that you have staff members greeting guests at the door. Be sure that your staff is friendly and outgoing -this breaks the ice, builds rapport, and begins setting the tone for your presentation. Make sure that each person registers (have them confirm their address) and is given a name tag.
THE DAY OF
AUDIOVISUAL AIDS
GREETERS
THE Q&A SESSIONWhile some speakers enjoy the Q & A portion of their presentation –most professional speakers do NOT. While you can’t always stop someone from asking a question during your presentation, it’s crucial to always keep control of the room.
Here are some helpful tips on how to deal with questions and answers:
• Tell your audience at the very beginning of the presentation, “I have a lot to go over, in a very short amount of time and I want to make sure you have plenty of time to enjoy your dinner, so I’m not sure if we’ll have time for a lot of questions.”
• If someone asks a direct question about their situation, you can say, “Thank you for that question, and because it would be inappropriate to discuss yours or anyone else’s situation, I’ll defer answering that question until after the seminar is over.”
• To help garner feedback and give a reason for an attendee to set an appointment, you can say, “I have a lot to go over, in a very short amount of time, and I want to make sure you have plenty of time to enjoy your dinner. If you have any questions about anything in my presentation, I’ll ask that you write them down on the Seminar Evaluation Form you have in front of you. Someone will be by after the seminar to pick them up, and we can set a time to meet and discuss your issues, questions, and needs .”
• If you want to have a Q&A session at the end of your seminar, be sure to have an FAQ (Frequently Asked Questions) slide at the end of your presentation. This slide should include 3-4 questions that most of your clients and prospects ask. You can use this slide to kick-off the Q&A session and also reassure the audience members that they aren’t alone in having the same questions.
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• Stand up straight while you speak. Your posture is very important in establishing your credibility. It also allows you to breathe naturally.
• Memorize your presentation from start to finish!
• Practice your timing. Timing is everything. Many speakers rush through the information. Pace and voice inflection are very important for stressing key points. Practice getting your timing down perfectly.
• Remember to speak clearly and use words that everyone will understand. Don’t talk over people’s heads and don’t use acronyms.
• Practice, practice, practice. Know your material. A great speaker can capture the audience’s attention and keep right on his message outside the safety zone of the podium or front of the room. The better prepared you are, the more naturally your seminar will flow.
• Take the first few minutes to let your audience know how the evening will proceed. Tell them upfront that you’ll be giving everyone a chance to make a no-cost, no-obligation, private meeting/appointment.
• Include as many personal stories as you can. People love to hear about you, your family, school/education, what you like to do with your free time, hobbies and even your favorite sports team. It is a way to bond with the attendees.
• Only provide attendees with your Seminar Evaluation form (with space for questions). Hand out packets of material covering the seminar topic at the end of your seminar. This avoids any distraction while you’re speaking.
• No matter how appealing your message, some people will tune you out. Do not try to establish eye contact with them. Maintain eye contact with people who express their receptiveness through responsive body language.
Public Speaking Tips
How many people should attend?Limit attendance at your seminars to between 30 and 50 people for two reasons. First, you want to set appointments with as many people as you can at the seminar and within the first 48 hours after your seminar. If you wait too long, you lose the momentum you created at the seminar. Strike while the iron is hot! Too large a group makes it difficult to follow up and set individual appointments in a timely fashion.The second reason is that people generally feel less threatened in smaller groups, and will be more comfortable and open with you. It is also easier to develop relationships in a group of 30 to 50.
How many people will I have to invite?Most successful seminar marketers will mail between 6,500 and 10,000 invitations to generate 80 or more attendees consistently. Remember, your invitations should have at LEAST two (2) event dates and times. Tuesdays and Thursdays are best, and at least two of your seminars should start at 6:30 p.m. (Dinners will always out-pull lunches).
Should I charge people or make it FREE?Never charge a fee to attend a dinner seminar. Your response rate will plummet!
How long should I rehearse?As long as it takes, you want to come across as being very comfortable with your material. It should flow easily and effortlessly. The more you practice, the more relaxed and confident you will appear. Practice in front of a video camera if you can. By viewing the video, you can pick up on body language that you need to correct, such as slouching or fidgeting with your hands. The time you spend alone in front of the video camera will pay big dividends when you are actually in front of an audience. You should also practice your presentation in front of family members, Anfriends, and business colleagues. They will give you valuable feedback.
What can I do to get rid of the “butterflies” before I speak?Not much, it’s normal. Even the best professional speakers get butterflies. Once you get the momentum started, and are involved in the seminar, you will be fine. If you don’t have butterflies, you don’t care that much about what you are doing. It is natural to be nervous, and it is an indication that you want to do your best.
What if it is time to begin time and not everyone has arrived?You should ALWAYS start on time. The only exception would be due to weather, a traffic accident, etc. Starting on time sends the message that you’re a professional, and you value the time of those already seated and ready for the seminar to begin. To avoid being interrupted by late arrivals, be sure to have the registration table outside the room. This way your staff can check-in a tardy attendee and keep the distractions to a minimum when they enter the room.
What should I do if someone interrupts me?Now and then someone will ask a question that interrupts your train of thought. If it is pertinent to your discussion, welcome it. If attendees weren’t interested in your presentation, they would not ask questions.
Frequently Asked Questions About Seminars
What is the best way to handle someone who becomes overly talkative or seems to doubt what I’m saying?Any time someone expresses doubts or objections, you should let that person’s comments work in your favor. In some cases, those people are your best prospects. The more they object, the more interested they are. They are often just looking for reassurance.At times, a member of the audience will become loud and try to dominate the seminar. When that happens, you should not hesitate to interrupt the prospect and say, “Mr. Jones, that is an interesting point and deserves more attention, but I think we’re taking up way too much of the group’s time. I’ll be happy to discuss that with you individually, after the seminar.”
What if I don’t know the answer to a question?I can guarantee you that at some point you will be asked a question that you can’t answer. Say, “Mr. Jones, that is an excellent question, and I don’t have that information with me right now, but I promise to get back to you with that answer by noon tomorrow.” It’s KEY that you give them a specific time and date –it shows commitment, follow-up and it’s a reason to give that prospect a follow-up call. Remember the adage: Honesty is the best policy! It’s true. People understand that no one has all the answers, and by being honest, you will be perceived as having more credibility and trust.
What is the best way to conclude my seminar?Always try to finish your seminar on time. As you near the end of your seminar, say, “As I said at the beginning of my presentation, there might not be time for questions, so I’ll ask all of you that DO have questions to write them down on the Seminar Evaluation form –along with the day, time and place that best fits your schedule for us to talk privately. There is no cost or obligation to meet with me –either in-person or initially on the phone.”ALWAYS take time to thank everyone for attending your seminar. Let them know that you look forward to meeting with them one-on-one and tell them to enjoy their dinner.
Should I stay behind and mingle with people during dinner and/or after the seminar?There are some that believe you should stay and others argue that you should leave. You can make a case for both, and the only way to know what works for you is to try both. NOTE: Be sure to have staff there to take the evaluation forms and to confirm the appointment dates and times.
Frequently Asked Questions About Seminars continued
Return on InvestmentAll marketing comes down to the bottom line! Sales professionals that use LeadingResponse get an average marketing ROI of over 300%. You’ll generate patients for single and full dental implant procedures, other treatments and increase new patient flow. If you tell a compelling story at your seminars, have professional follow-up and good case acceptance rates, a Seminar Success campaign can enable you to conduct more cases from ONE campaign than many other practices do all year!
Your Marketing PartnerContact your LeadingResponse Marketing Consultant to set up your next campaign. Every Marketing Consultant has been personally coached by Jorge Villar, creator of the Seminar Success® program. No other company can match LeadingResponse’s experience, dedication, and passion for seminar marketing.
