And Get Someone Else To Pay For Everything – Including Sending Out 10,000 Brochures
Step 2: Design a Seminar To Attract Your Ideal Prospects
The idea here is to find a seminar topic that will attract your ideal prospect will respond to. In Step 4, you’ll see exactly the mechanics of getting him to the seminar but you should think about designing the right type of seminar.
The Seminar Objective
Seminars are one of the best ways to grow any business. I’ve used seminars to:
- Build a database
- Generate leads
- Qualify serious leads
- Sell products/services
- Book appointments
- Attract Investors
- Create Public Relations
- Recruit Salespeople
One of the first things you will need to do is ask yourself what you want to accomplish by the end of this seminar. Do you want to actually sell things at the seminars? One of my clients, Global Connexxions, is a successful Internet Service Provider in Toronto. Their objective was to sell a basic web hosting package at the seminar. Well, during the break they sold so many that the order desk at the back of the room was jammed packed with people 5 and 6 deep, wanting to place an order.
Another client of ours wants to book appointments with people who own a small business for his financial planning office. A bank in Asia used this method to attract insurance agents and recruit them to sell their general insurance product line. In 4 days, we helped them sign-up 1,200 agents. Using this method, they recruited more agents in 4 days, than the previous 4 years combined.
So, think about what you want to accomplish. The above list is possible but you should rank them in priority. If at the seminar, your #1 objective is to book one-on-one appointments, your approach will be different than if you wanted to simply generate leads. Both are applicable but one might be more important, and will dictate your approach.
The topic of the seminar is of ultimate importance. We have conducted “How To Increase Revenue In Your Beauty Salon Seminars” in Singapore and had a phenomenal success. Our client sold an $8,000 piece of equipment to beauty salons. She knew that beauty salon owners would respond to the “Increase Revenues” topic. One thing to make sure about this seminar is that it must be informational NOT commercial in nature. The seminar must be a first rate seminar and not a two hour sales pitch. You must deliver what you promise.
Keep everything in a “prospects” point-of-view. They couldn’t care less about you, your company, your products or services. Think of a topic they would be interested in. Don’t get stuck in your industry. Karl Ruban, a Canadian financial planner is using our “SALES-BOOSTER Internet Marketing Seminar” to attract people to his practice. The people who come out to this seminar are exactly who he wants to reach. What do all the other financial planners do seminars about? Financial Planning. So, to be different, consider things from the prospects view point. I’ll show you later how to make the transition from an unrelated topic to what you sell.
I will say that the best response we have ever received are topics related to the Internet. Everyone is talking about it. Every single newspaper, magazine, TV news program is talking about that subject. So, if your target market is at all interested in that subject, then consider the Internet as a topic of choice.
You will need a speaker who is qualified to speak on the subject. Since I’ll show you in Step 3 how to get someone else to pay for everything including the speaker’s fee, you should select someone who is probably in the $2000 to $5000 range to attract people to the seminar. This is really important because of the way we are going to promote this seminar. You want someone who is credible and someone who’s credibility you can borrow and cash in on.
Ideally, the speaker should be an author and authority figure who can speak well on the given topic. Make sure that they are willing to help you with your objectives at the seminar. You will want him/her to endorse you, your company, your products at the seminar and help you sell the audience.