Perhaps it’s the type of seminar being offered. Holding a seminar that doesn’t directly relate to your business can offer something different and conceivably be a greater perceived value.

I attended just such a seminar, and one that I would recommend for all walks of life. “I learned more in the first 20 minutes of this seminar than I have in reading self-help books for the past 25 years,” one attendee said. “This seminar is life-changing,” said another.

Nikki Nemerouf, speaker and co-founder of Starquest Inc., opens his seminars with, “In our work with extraordinary performers in sports, entertainment and business, we have identified three characteristics they have in common: disciplined focus, accelerated learning, and triggered state management.”

Disciplined focus: High achievers focus on what they want to have happen rather than what they are afraid will happen. Focus has to do with both direction of attention and the interpretations you make. By taking command of your interpretation of a given situation, you take command of your reality. For example, ask yourself – Is my physiological state driven by the circumstance or my interpretation of it?

Accelerated learning: Peak performers recognize the value of mistakes. They take more risks because they have confidence they will leverage the learning available to further their success. Lower achievers beat themselves up, are guilty, or fail to take ownership of a mistake and consequently continue to repeat the same kind of mistake. Learning accelerates through processing feedback without being judgmental.

Triggered state recovery: A triggered state occurs when there is a real, imagined or anticipated loss – such as safety, control or positive regard. Once this perception occurs, the individual engages in a swift, and mostly unconsciously driven, behavior called coping mechanisms, which take the form of “fight or flight” behavior. During the seminar, participants learn strategies about how to increase the velocity of a triggered state recovery so they can regain composure in the face of difficult situations quickly.

For those involved in the delivery of financial services, money can be a trigger minefield. Your ability to deal with clients who are triggered will determine if you can develop a sustainable model of success and/or affect their reactions.

One of the biggest triggers for women is workplace stress, so you can easily surmise why offering this type of seminar could be advantageous to your business.

Research has shown that a woman’s workplace stress is greatly different than that of a man, in large part because of a lack of balance due to the demands of home and work combined. Workplace stress for men is related more to the job.

Presenting an opportunity for your clients, prospects, business associates or even your employees to take command of their focus, ability to leverage feedback and their ability to transform triggered states will allow them to distinguish themselves as extraordinary performers – and that is of value to everyone.