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Will Seminars Get You Clients?
by C.J. Hayden, MCC
I often suggest public speaking as a powerful way to show prospective
clients what you can do. Many professionals and consultants have built
successful
practices by giving free presentations to associations, businesses, and
educational institutions. But what about producing your own seminar,
where you arrange the logistics and invite the guests? Does this work
as a strategy
for landing clients?
Offering a seminar can be an effective means to become more visible to
your target market. If you are a good (or even fair) presenter, and the
right people come to your seminar, you will definitely get new customers.
But to use seminar marketing successfully, you need to be very clear
on your goals, and plan each seminar carefully.
If the purpose of your seminar is primarily to get clients, you shouldn't
be expecting to make money on the seminar itself. You may wish merely
to cover your expenses, or maybe even spend a little extra. For this
type
of seminar, the key to making it pay off is to attract people who are
good prospects for your business in the first place, rather than just
filling
the room.
Instead of making your seminar free, it's a good idea to charge a small
fee. That way, your prospective clients will perceive you as offering
something of value. The fee will also discourage attendance by people
who can't afford
your product or service. It's the quality of the participants that matters,
not the quantity.
If what you really want is for your seminar to turn a profit, you must
recognize that by offering full-fee seminars, you are adding another
line of business to your company. Operating as a seminar producer will
require
the same kind of planning and ongoing management as your existing business
does.
It can be as difficult to make a profit on your first seminar as it was
to originally launch your business. Many people won't sign up for a seminar
the first time they see it; others would like to come but can't make
the date. You'll have a better chance of making money if you plan at
the outset
to offer your seminar on a regular basis. You may find, though, that
this takes away too much time from your core business.
Whether the seminar you are planning is promotional or for profit, estimate
your projected income and expenses before making a commitment to proceed.
Base the income you project solely on the fee you will charge per person
multiplied by the number of attendees you expect. Don't include any projected
spinoff business in your income estimate. If you land new business, you
will still have to work additional hours to earn that compensation.
Typical expenses include design and printing of a flyer or brochure,
postage, posting a notice on your website, purchase of mailing lists
(if you don't
have your own), print and Internet media ads (including calendar listings),
facility rent, audiovisuals, handouts, and refreshments. You should also
consider the cost of your own time to design promotional materials, compile
lists, compose e-mails, and make phone calls, as noted below.
In designing a snail mail or e-mail campaign for your seminar, keep in
mind that it is quite typical to get only one registration for every
100 pieces you mail, even with a pre-qualified list.
Subtract your projected expenses from your income, then make a rational
decision on whether to proceed. If the purpose of your seminar is to
get business, estimate how much spinoff business is likely. Before going
ahead,
ask yourself if there might be an easier or cheaper way to get that many
new clients or contracts.
If your purpose is to make money, divide your expected profit by the
number of hours it will take you to design, market, and deliver your
seminar.
Is that amount a reasonable level of compensation for you?
If your best guess at the numbers tells you that producing a seminar
makes good business sense for you, go for it! Because people do business
with
those they know, like, and trust, seminars can help you build a solid
client base. And because repeat contacts raise awareness, mailings and
ads about
your seminar will generate more visibility for your core business. About the Author
C.J. Hayden is the author of Get Clients NOW! Thousands
of business owners and salespeople have used her simple sales and marketing
system to double
or triple their income. Get a free copy of "Five Secrets to Finding
All the Clients You'll Ever Need" at www.getclientsnow.com
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