10 Steps to Obtain New Clients from a Seminar


10 Steps to Obtain New Clients from a Seminar

By Kevin W. Brown, M.B.A.
Copyright 2012

Seminars can be a great method to generate business opportunities for your firm.  However, seminars are BIG commitments of time and money, so the risks are substantial.  If you want to do it right, and gain the potential rewards of putting on a seminar, take a look at these tips gained from Kevin Brown Marketing & Consulting’s decades of experience (we’ve managed over 100 events) in Seminar Management:

1.  Plan WAY ahead (120 days is best; the bigger the event, the longer the lead-time)

– Establish realistic goals and plan for their achievement
– Better not to do it than to go too cheap and hurt your image and reputation
– Incorporate into your plan using professional event managers

2.  Analyze your targeted market.

– Uncover their specific needs for your product/service
– Determine desired seminar size; develop a great database
– Make sure that you attract a full room of the RIGHT prospects, not just a lot of bodies

3.  Pick a partner?

– Do you have enough drawing power to gather the size group that you want?
– Do you need to meet prospects that you haven’t encountered before?
– If the answer is “yes” to either question, consider a co-sponsor

4.  Carefully design the seminar content.

– First and foremost, make it attractive to your market
– Make it memorable, interesting and intriguing.  It should raise questions and interest-level in the topic.

5.  Promote it effectively.  Avoiding embarrassments in seminar promotion

– Pretty design for marketing materials = great turnout? No but it can help.
– Well-written content is equally important to design
– Use advertisements as appropriate (plan for these in your budget)
– Consider news releases and other PR
– Plan on several rounds of promotion and follow-up

6.  Coach your speakers.

– Make them aware of your objectives
– Should they be humorous, informative or persuasive?
– Will the audience understand them?
– Practice, practice, practice

7.  Prepare visual aids.

– Studies show that visual aids provide a 50% better chance of winning audience approval than not having any
– Keep it simple

8.  Develop quality handout materials.

– Be professional
– Make them informative and useful
– May not want to provide written materials in certain cases

9.  Execute all the logistical details.

– Real estate’s 3 keys are location, location, location.  Similarly, seminar management’s 3 keys are:  Details, details, details.
– Logistics are a critical component of creating the image that you desire.  Logistics can often make or break a seminar.
– Find a firm to manage the seminar that has event management expertise and knowledge of your targeted market.

10.  Follow-up on all possible leads

– Respond to inquiries within 48 hours, no matter your schedule
Keep your mind open to opportunities.  Many professionals limit their sales opportunities because they do not look for them.  For instance, virtually all guests are prospects or potential referral sources, not just those guests who express an explicit interest in your services.
Take the opportunity to get to know co-speakers personally.  The more they get to know your firm’s capabilities, the more likely they will uncover opportunities for you.
Target prospects off the RSVP list.  Just because they didn’t come, doesn’t mean they weren’t interested.

About the author
: Kevin W. Brown, M.B.A. has worked with professional services firms for over 20 years.  His firm, Kevin Brown Marketing & Consulting, is a full-service marketing and management consulting firm that specializes in serving lawyers, CPAs and other professional services firms. Phone: (714) 965-1556. Website: www.KevinBrownMarketing.com