Many prospective clients are looking to see how well you would treat them personally before they would trust you with their money, says Sara Gilbert, founder of Strategist in Montreal. Hosting a seminar is a good way to show prospects that you care about more than just money.
Gilbert and Gerri Leder, president of LederMark Communications LLC in Baltimore, offer these tips to make your guests feel comfortable at your next event:
1. Give details
Let your guests know what to expect at your seminar.
Tell them how to navigate the event, Leder says. For example, if there is a meal, tell guests that lunch (or dinner) will be served, followed shortly by the presentation.
If you would like guests to complete an evaluation form, she says, hand out the sheet as they arrive and ask that they fill it out at the end of the presentation before leaving.
2. Allow time for guests to mingle
Give clients a chance to relax and chat before you start the presentation.
“You want people to get comfortable in the room,” says Gilbert. Set aside 30 to 45 minutes at the start of the event for people to arrive, have something to eat or drink and to chat with other guests.
This extra time also reduces the chance that late arrivals will interrupt the presentation.
3. Break the ice
Get conversations going at your event by introducing guests to one another.
“Introduce clients that have points in common,” Gilbert says. “For example, if you have two clients that like travelling, introduce them.”
4. Take notes
To help in your follow-up process, make brief notes of conversations you have with guests at your seminar.
After speaking with a client or prospect, Gilbert says, make a quick note about what was said. Write the note discreetly on your smartphone, or designate a team member to take notes.
Guests will appreciate that you remember your conversations, Gilbert says, when you call to thank them for attending.
Next: What to do during and after the presentation
IE