The value of selecting and knowing who is at your seminars

Seminars let people know how you think, says Terrie Wheeler, founder of MarketYourAdvisoryPractice.com in St. Paul’s, Minnesota. They help to build your reputation as a thought leader and allow you to showcase your expertise as a financial advisor.

Monday’s BYB Daily article explained how to get started when organizing a seminar. Here are some more tips to help keep you on track:

> Create a possible guest list
Think carefully about the people you would like to invite.

Wheeler suggests asking yourself: who do you want to hear this message or this program? Is it a combination of current clients and prospective clients? Who is your audience?

As well, consider whether you can partner with someone from your centres of influence, such as a lawyer or an accountant. They may be able to invite some of their own clients who might be interested in your services.

> Frame the invitation
Think carefully about how to write the invitation to attract your target market and to garner people’s interest in the seminar.

Frame the question so that it shows exactly what type of client the seminar material is appropriate for and the topic of the seminar, says Sara Gilbert, founder of Montreal-based Strategist.

She gives this example: John Smith Financial is hosting a seminar on how to buy a second home outside of Canada as part of a financial plan.

> Send out invitations
Decrease the chance of “no shows” by sending out proper invitations.

If you know the addresses of the clients or prospects you are inviting, send the invitations by regular mail on quality paper, says Gilbert. This avoids the look of mass marketing.

If you are inviting prospects and you don’t have their mailing address, you might try email (as long as you are steering clear of the new anti-spam rules) or use a social media site such a LinkedIn.

Specify in the invitation that you will follow up with a phone call (if you have their number) or again by email or LinkedIn, says Gilbert.

> Confirm an RSVP right away
Reduce the number of “no shows” to the event by giving expected guests something to hold on to.

Immediately after someone RSVPs to the event, send them a confirmation letter, says Gilbert. Or you could even create tickets for them to bring.

Similarly, you can also charge a nominal sum to attend the event, such as $10 to $15, says Wheeler. Attendees will feel they have something at stake and will be more likely to attend.

> Do a little research
Once you know who plans to attend, do some research on their backgrounds and interests to make sure that conversation is easier.

If the attendees are your clients, review their profiles in your client relationship model to see if they mentioned anything important during their last interviews, says Gilbert. Or if they are prospects, check out social media sites such as LinkedIn to find out about their interests.

“That’s going to take awhile but it really helps you connect with the client or the prospect,” she says.

IE