Friday, February 18, 2011

How to Get More Appointments From Seminars

Too many financial advisors don't know how to get appointments from their seminars and workshops.  Today, let's look at how to overcome this issue and improve the number of appointments you set at your public speaking events.

You've just finished giving a great workshop or seminar. You presented interesting material that encouraged a shift in thinking and attitude about money, financial goals, and the future. You made jokes, got some laughs, and really connected with the audience.  NOW WHAT?

Presenting seminars and workshops is one of the most effective marketing tactics to grow the number of prospects in your pipeline and spread the word about your practice. Public speaking enhances reputation, positions the speaker as an expert in their field, and improves exposure to new prospects. The problem is that too many financial advisors do not know how to get appointments from their seminars.

A few things need to happen in order to perfect your seminar appointment rate. Here are a few pointers and shifts that need to happen:

*Make a time-limited offer. Let your audience know that you are available in the next week to meet with them. You could say something like "Thank you everyone for attending. For those who have questions, I'd like to offer one complimentary hour of my time if you come in to see me in the next week." Ask prospects to indicate their interest on the evaluation form and point them toward your assistant who has your appointment calendar in hand.

*Be OK with asking for the business. Yes, you are a nice guy and it's not easy to put yourself out there and ask for the business, but the prospects in your audience need your help. It's OK to ask for the appointment.

*No pressure. Tell attendees that there is absolutely no pressure and no selling will be done during the appointment. This will alleviate any anxiety participants may feel in committing to meet with you. Put yourself in their shoes – they don't want to feel obligated to hire you or be forced into a high pressure close.

*Be likeable and be yourself. I've seen too many speakers become a robo-presenter and fail to infuse their presentation with personality, humor, and likeability. If this sounds like you, please consider joining Toastmasters so that you can practice in a safe environment and learn how to be a good speaker. You will grow personally and professionally through Toastmasters and you'll make great friends.

Put these pointers to work in your own practice. Get out of your comfort zone and get out of your own way. Grow your practice in 2011!

Suzanne Muusers
Business Coach for Financial Advisors

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