Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Running Your Business

How to Take Seminars in a Different Direction

Your article was successfully shared with the contacts you provided.

Are you having pipeline problems?

Do you need some additional ideas to get prospects that aren’t being used by every other insurance agent in town?

Here are three ideas:

1: The Co-Branded Seminar

The biggest problem with public seminars is filling the room. On the other hand, you have a big base of current clients who like you. Now, find someone else with the same problem.

Here’s the strategy: You find another person in a non-competing business with a similar client base. You work together to organize a seminar (event) that you co-brand. They invite their clients. You invite yours. You each speak. You split the cost.

(Related: 3 Off-the-Wall Ideas to Get High-Net-Worth Prospects)

This has been done where a financial advisor joins forces with a luxury car dealer. Home improvement superstores likely have large client bases. Jewelry stores and insurance agents likely have similar client bases, they just have different faces.

Their clients are now your prospects and vice versa. You each follow up with those expressing an interest in learning more.

Is this right for me? Are you good at public speaking? Are you willing to cover half the expenses? Do you have upscale stores nearby? Would they host at their location? Will you take follow up seriously?

2: The Fun Seminar

Do seminars always need to be about serious stuff? Will I outlive my retirement savings? What if I need long-term care? No wonder younger, healthy people don’t come! Try organizing a fun event.

A Pennsylvania financial advisor held a client recognition brunch. She had a flipchart with topics at the front of the room. These included “Wine Tasting” “How to Buy Jewelry” and “Real Estate Trends in Bucks County.” Clients were asked to put a check mark at topics they liked.

Once she identified topics in order of popularity, she organized a “fun event.” She publicized the most popular topic to her clients. She invited them to attend. She found a speaker. The speaker talked about the fun stuff. Everyone ate and drank. She talked about how she helps people.

OK, so where did business come from? This was a “free” event, but it actually had a cost. Everyone who attended was required to bring a guest who wasn’t a client. Half of the people in the room were new prospects.

Is this right for me? Am I good at public speaking? Could I find someone to talk about a really interesting topic? Am I willing to spend money on putting this event together? Will I take follow up seriously?

3: The Local Library

Plenty of community organizations put out a schedule of talks. Maybe you have tried calling homeowner’s associations. Maybe they wanted you paying for lunch. Have you thought about your local library?

You might not have set foot in there for years. Community libraries have changed with the times to remain relevant. There’s lots more technology. They may also function as community centers, offering a series of scheduled talks.

Check this out on their website. Check out the surrounding towns too. What do you have available in compliance approved educational seminars? Do you have something on Social Security? Protecting yourself against identity theft?

Get in touch with the library’s management. They have a schedule of speakers. Can you get on the list? Tell them about your topic. You get some people in a room. It’s someone else’s room! You talk. People like you. See where that goes.

Is this right for me? Are you good at speaking in public? Do you have access to a good, compliance-approved educational seminar on a popular topic? Does your local library feature a series of speakers? Do you know who books the speakers?

Agents often have a mindset about seminars. This takes the idea in a different direction.

— Read How to Order Wine Like a Boss (Without Paying Like One)on ThinkAdvisor.

Bryce SandersBryce Sanders is president of Perceptive Business Solutions Inc. He provides high-net-worth client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor,” can be found on Amazon.


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.