The nuts and bolts of planning a client seminar

Periodically, you need to re-engage with your clients and seminars are a great way to do that, says Sara Gilbert, founder of Montreal-based Strategist. It shows clients that you care, you value their business and that you want to strengthen your relationship with them.

Also, a seminar helps create a warm referral when a client brings a friend or family member to the session, she says.

Follow this expert advice to structure your next seminar and make it a success:

> Decide on a topic
Clearly define a focus and message for your seminar.

“Choose a topic that brings value to your clients that helps them reach their goals,” says Gilbert. People are not interested in a general conference on the economy: they want to know how to make their dreams a reality.

For example, the seminar can focus on how to save for an early retirement or how to buy a second home outside of the country.

> Create a timeline
To avoid mishaps, use a timeline when you are organizing a seminar.

Organizing a seminar is a very detailed, administrative process, says Terrie Wheeler, founder of MarketYourAdvisoryPractice.com in St. Paul’s, Minnesota. Make sure all of the details are taken care of by creating a timeline of what needs to be done and when.

Avoid last minute chaos by working backwards from the date of the seminar when creating the timeline, says Wheeler. The list should cover everything from deciding on how to send the invitations to booking the venue.

> Choose the best location
Be careful when selecting the location.

Make sure the venue will comfortably fit the number of expected guests, says Gilbert. As well, make sure there is adequate and accessible parking and that there are no major events happening, such as a sports game or a concert if it’s in a downtown area, that could make it difficult to reach the venue.

> Work on your timing
Think about the best day of the week and time to hold the seminar.

It’s generally best to run it in the middle of the week, says Wheeler. Don’t hold the seminar on a Monday or Friday as there is a high risk of “no-shows.”

As well, most advisors don’t like to hold seminars because they want to spend time in the evenings with their families, says Gilbert. But so do your clients, so don’t be afraid to host a seminar either in the morning or at lunchtime.

IE