Simple Steps To Seminar Selling
Source: National Marketing Services
Today's market requires innovative approaches to marketing. One such approach is Seminar Selling, and this article discusses the how-to's of successful seminar planning. After all, seminars are a great way to effectively obtain new business, allowing you to accomplish several things simultaneously:
• reach a lot of people at a single time
• target niche consumers
• enhance your professional credibility
• obtain referrals from attendees
• provide a valuable service to the community
Following is a task checklist to consider when preparing for your seminar:
Select a Location
Consider cost, appropriateness for your audience (for example, a local Elks lodge won't do for upscale prospects), convenience (the location should be easy to find, with easy access), and the facilities and equipment available, such as special lighting, computer-to-projection links, sound equipment, etc.
Select a Date and Time
Choose a date far enough in advance - at least six weeks - to allow for adequate planning. This will also allow sufficient time for distributing invitations so prospects have enough notice to save the date without too much likelihood of a conflict, but not so much time that they'll forget about it.
Invite Your Prospects
A formal, printed invitation is best, and a return card will help you track responses. If printing is too expensive, send a personalized letter along with a response mechanism. Tracking responses will come in handy when it's time to figure out how large a room to book and how many sets of materials to bring. Also, post fliers in prominent locations or consider advertising in local media.
Prepare Your Presentation
Always prepare with your audience in mind: What are their needs and how can they use your products and services to meet them? Concentrate on what you know best, and practice your delivery until your presentation appears effortless. You don't want to appear uncomfortable speaking to a group; this could too easily be construed as not knowing your topic. Prepare simple notecards or overheads to keep yourself on track.
Finalize Arrangements
At least a week before the seminar, finalize arrangements for refreshments and presentation equipment. On the day of the seminar, arrive in plenty of time to do sound checks and a thorough run-through of all your equipment. Once the seminar is over, have evaluations and referral cards ready to hand out.
Follow Up
Within a week of the seminar, contact all attendees to say thank you and to schedule a follow-up appointment - your one-on-one selling opportunity. The seminar itself should primarily be educational and informative, indirectly inciting prospects to think about the real need for your products and services.
Plenty of agencies use seminars to expand their client base. Yes, seminars do require coordination, planning and time, but a well-planned seminar can be well worth the effort.
• reach a lot of people at a single time
• target niche consumers
• enhance your professional credibility
• obtain referrals from attendees
• provide a valuable service to the community
Following is a task checklist to consider when preparing for your seminar:
Select a Location
Consider cost, appropriateness for your audience (for example, a local Elks lodge won't do for upscale prospects), convenience (the location should be easy to find, with easy access), and the facilities and equipment available, such as special lighting, computer-to-projection links, sound equipment, etc.
Select a Date and Time
Choose a date far enough in advance - at least six weeks - to allow for adequate planning. This will also allow sufficient time for distributing invitations so prospects have enough notice to save the date without too much likelihood of a conflict, but not so much time that they'll forget about it.
Invite Your Prospects
A formal, printed invitation is best, and a return card will help you track responses. If printing is too expensive, send a personalized letter along with a response mechanism. Tracking responses will come in handy when it's time to figure out how large a room to book and how many sets of materials to bring. Also, post fliers in prominent locations or consider advertising in local media.
Prepare Your Presentation
Always prepare with your audience in mind: What are their needs and how can they use your products and services to meet them? Concentrate on what you know best, and practice your delivery until your presentation appears effortless. You don't want to appear uncomfortable speaking to a group; this could too easily be construed as not knowing your topic. Prepare simple notecards or overheads to keep yourself on track.
Finalize Arrangements
At least a week before the seminar, finalize arrangements for refreshments and presentation equipment. On the day of the seminar, arrive in plenty of time to do sound checks and a thorough run-through of all your equipment. Once the seminar is over, have evaluations and referral cards ready to hand out.
Follow Up
Within a week of the seminar, contact all attendees to say thank you and to schedule a follow-up appointment - your one-on-one selling opportunity. The seminar itself should primarily be educational and informative, indirectly inciting prospects to think about the real need for your products and services.
Plenty of agencies use seminars to expand their client base. Yes, seminars do require coordination, planning and time, but a well-planned seminar can be well worth the effort.
National Marketing Services, 23172 Plaza Pointe Drive, Suite 205, Laguna Hills, CA 92653. Tel: 800-736-9741; Fax: 800-588-4958.
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