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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.
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
http://www.getclientsnow.com
BUSINESSMATE EZINE is published and edited by
Jess Guim, MCSE. |
