With surprisingly little effort, there are many ways you can enhance your in-person seminars or speaking engagements. One of the advantages of training financial advisors for many years is people proudly share what has worked for them. Let us look at several of these ideas.
- Showcase an expert as your seminar speaker. You might have organized an event where the author of a famous business or self-help book is your guest speaker. Perhaps a stock market strategist, portfolio manager or accountant is the draw that fills the room. It is your event, but everyone is coming to hear this person. Yet, you still want to be seen. Position yourself as the master of ceremonies or moderator. You introduce the speaker, and you wrap up the program. When it is time for Q&A, pick the next person from the audience to ask their question.
- The odd number of chairs at tables. Make sure there are plenty of round tables in the room, and it’s open seating. If many people attend in couples, there should always be an empty chair at each table. This means you can walk around the room, sit in the empty chair for a while and get to know your attendees.
- Give something away. Years ago, this was called a door prize or raffle prize. It created a reason for people to complete registration cards with their contact information. Many people like getting something for free. This gives you contact information in case someone brought a guest or was otherwise not on the confirmed attendance list.
- Be the greeter. I have lots of personal experience in this area. When you hold a seminar or present at a speaking engagement, people often trickle into the room, or some people sit alone. Stand by the door, greeting people as they arrive and thanking them for attending. Once the room is mostly filled, yet proceedings have not started, introduce yourself to the people sitting alone. Make them feel welcome.
- Where to focus your attention. As I recall, this story came from a famous comedian, but it is applicable for advisors too. The comedian would start with some jokes, specifically focusing on the left or right side of the room. He would determine which side was laughing more. You might assume he would favor the laughing side, but he didn’t. He would focus on the other side because one side was already engaged. He needed to get the other side engaged, which is also what you want to do.
- Acknowledge they may already be working with another financial advisor. You want the people in your audience as clients; however, they might already work with someone. Respect the relationship. When you introduce yourself with your title and firm, mention you know many people already have an advisor. You might then set the bar by saying, “If your advisor is proactive, keeps in touch and is easy to reach, that is wonderful. You have a great advisor. If that is not the case or you feel there might be room for improvement, then we can talk afterward if you like.” You have respected the relationship by describing an ideal advisory relationship. You have let them know you are interested in adding clients.
- Don’t let them leave empty-handed. People have short memories. They might buy into your ideas while in the room but forget about them the next day. Maybe they are interested but wonder how they can best contact you. Everyone in attendance should get a kit, folder or something with your business card. You want them to know the first step is calling you.
These are simple steps. Several might be common sense. They can add to the success of the event where you are speaking.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book “Captivating the Wealthy Investor” is available on Amazon.
For more tips for successful seminars, read:
- “Public speaking venues you may not have thought of for public speaking and prospecting”
- “Conducting the seminar” (MDRT member exclusive)
