Over the past several weeks we’ve discussed a variety of ways in which you can bring value to your alliances, and at the same time gain the exposure to their client base that you need in order to see any traction in acquiring new clients as a result. This week I want to share with you a concept that I’ve used that has produced more new clients for me than any I’ve shared previously: the joint educational event.
Regardless of whom you’re working with—CPAs, enrolled agents, accountants, attorneys, etc.—each of them has a certain amount of influence over their clients. You probably know this intuitively but knowing how to leverage that influence may be another story. I’ve found that many clients hold the professionals they work with on pedestals that oftentimes they don’t belong on, and yet there they remain. If you’ve ever lost a deal because of the old “let me run this by my CPA” line, you know what I’m talking about.
So how do you leverage the trust your best prospects have in their CPA or other professional? By utilizing an approach that many of us have been using for years, with a slightly new twist. The approach, of course, is the dinner seminar. While many of you reading this may have written seminars off as an expensive and inefficient way to build your business, let me challenge you to rethink why you feel that way. For a long time no one was more “anti-seminar” than I was; however, I realized it wasn’t really seminars I didn’t like, it was direct mail. Direct mail is an ineffective, low-trust way of trying to get people to your events.
Seminars: Yes, you can!