Organizing a well-executed seminar builds long-term goodwill with clients, says Jack Cramer, president of Jack Cramer and Associates Inc. in Madison, Wis. It also provides talking points for future meetings with them or their friends.

Whether you hold seminars to strengthen relationships with existing clients or to introduce yourself to new ones, a successful event must have certain components in place. Elements such as the invitations and your choice of seminar locations can trip you up and prevent you from reaching your goals.

Here are four common mistakes to avoid the next time you hold a seminar:

1. Generic invitations
Boilerplate invitations show a lack of commitment to your clients and to the seminar. To build interest, invite clients to the event personally.

Call clients to tell them about the seminar. Explain that you’re making a presentation on a topic related to their financial needs, Cramer says. Encourage them to bring a friend who might also be interested in attending.

“An invitation, in the end, has to be a one-on-one [from you] or a member of your team to your client to attend,” he says. “It has to be personal.”

For larger prospecting events you will need mailed invitations. Ensure the invitations look professional. Use a 6×9 card inviting people to attend a special event, says Jim Nelson, president of Advisors Marketing in Tampa, Fla.

Fliers or small postcard-sized invitations are not advisable, he says, because people often associate them with pizza ads or low-end restaurants.

2. Using your office as a venue
Holding a seminar at your office can make guests feel uncomfortable and pressured to buy. Lighten the mood by choosing a more neutral setting.

The best place to hold a seminar for prospects is at a mid- to upscale local restaurant, says Nelson. As a courtesy, you should also provide a meal.

Avoid country clubs, because their exclusive reputations could deter people from attending.

3. Rambling on
Long, dull speeches can ruin your presentation. Keep your guests interested in your seminar by sticking to a strict time limit.

A seminar presentation should be 45 minutes in length, followed by a 15-minute general question-and-answer period. Afterwards, encourage audience members to come up and speak with you informally if they have any further questions, Cramer says.

Cutting the general Q&A short allows you to end on a high note instead of letting the presentation fizzle as questions dry up from the audience, he says.

4. Not following up
Don’t forget your clients and prospects the minute your presentation ends. Follow up with them to show your commitment to their financial goals.

Prepare a written summary of points covered during the presentation or answers to audience questions. Send it to everyone who was invited to the seminar, Cramer says, whether they attended or not.

Giving clients something tangible, like the summary, will give them a reason to start a conversation with you or to pass along your name to a friend, he says.

You can also contact your guests by phone, mail, email and online surveys to keep in touch.

IE