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September 20, 2001 at 08:00 PM
Thinking about sponsoring seminars to reach out to new clients? Think again. Theres a simpler, cheaper way to get in front of prospects.
Getting the public to come to a seminar takes time, money and effort. Youll need to do a direct mailing and/or place a newspaper advertisement. The cost runs about $40 per person, because youll need to provide a meal or substantial refreshments and rent a room. Additionally, you must have a support system to follow up by telephone with people who say they plan to attend. Even with all that, you never can predict with certainty how many people will actually show up.
Instead of holding your own seminars, look to speak before local groups such as the Rotary, Lions, senior citizens groups, clubs for retired military, business groups, investment clubs and so on.
These groups usually draw 20 or more people for lunch or breakfast meetings. The organization does all the work arranging the meeting and advertising it to members. How else can you get before 20 or more prospects at once so easily?
This is simpler, cheaper and just as effective as running your own seminars. In fact, youll avoid the tire-kickers who attend seminars just to get a free meal.
How can you uncover speaking opportunities? Start by asking your customers. Whenever you get a chance, ask if they belong to any groups that ever need speakers. Or simply send a letter alerting your clients that youre available to speak before local organizations. Ask for the name of the person in charge of securing guest speakers for their club or organization.
Next, youll need a topic. Consider speaking about planning for long-term care. This is a compelling topic because almost everyone worries that a long illness or stay in a nursing home could bankrupt them or their parents. But few people have actually done anything to protect themselves. Only about 5% of seniors have long-term care insurance.
