You may already know that the top three methods for bringing in new clients are: 1) referrals from other clients; 2) referrals from centers of influence (particularly CPAs); and 3) seminars. It’s not hard to see why. The seminar environment can be a powerful way to add value to your existing client relationships and allows you to position yourself as a useful resource to prospective clients.
Now, here’s something you may not know. Many financial professionals like to combine these strategies to achieve maximum prospecting effectiveness. In other words, they like to meet new clients in the way they prefer to be met.
See also: 10 Simple Steps to Seminar Success
Below are five reasons why you should pair these prospecting tools for maximum success.
1. Referrals help make seminars a worthy investment.
If you use seminars as a prospecting tool (or a client service tool), make sure you leverage the time, money and energy you’re investing by employing the referral process at every opportunity.
2. Event-driven referral requests work.
Many of your clients who may generally be reluctant to give you referrals will be perfectly willing to give you names and addresses of their friends and colleagues to invite to your seminars. If they like you and your work, this is usually a very easy referral for them to give.
3. An endorsed mailing can boost results.
To take the above idea a step further, you can ask some of your satisfied clients to send letters to their friends and colleagues endorsing your seminars. You can include an invitation with the letter, or the letter can foreshadow an invitation that will come at a later date. (Of course, offer to pay for everything, including letterhead, envelopes and postage.) This method allows you to leverage the trust your clients have with their friends and colleagues, who can number in the hundreds for each client. Lastly, if your clients are likely to be attending your seminar, encourage them to state that in their letter (e.g. “Hope to see you there!”).
4. Seminar-based referrals are easy to collect.
There are two basic types of referrals you can gather at your seminars. First, attendees can refer names of people that should be invited to your next seminar. Second, they can refer prospects with whom you can attempt to set up appointments immediately.