Lee Hyder, a 17-year veteran of senior sales, says that in his own experience, simply footing the bill for seminars may not be the most practical path to success. Rather, he suggests that building marketing alliances with other like-minded businesses may help both increase your scope and access new markets.

“You have to think outside of the box and start to consider alliances with those catering to the same senior demographic as yourself,” Hyder says. “That can include chiropractors, audiologists and even property/casualty agents.”

Hyder says he’s established an effective, essentially turnkey process where he’ll partner with a business and host client appreciation events (“they may not want to spend the money, but I’ll arrange a world-class dinner for their clients — and I’ll pick up the tab, which makes them look like a hero”) and use that as a gateway to find some great prospects.

For more sales tips from Lee Hyder, visit his session “Building Alliances” at Senior Market Advisor Expo 2008 in Orlando, Fla., on August 21. To register, go to www.seniormarketexpo.com.