I often suggest public speaking as a powerful way to show
prospective clients what you can do. Many professionals and
consultants have built successful practices by giving free
presentations to associations, businesses, and educational
institutions. But what about producing your own seminar, where
you arrange the logistics and invite the guests? Does this
work as a strategy for landing clients?
Offering a seminar can be an effective means to become more
visible to your target market. If you are a good (or even
fair) presenter, and the right people come to your seminar,
you will definitely get new customers. But to use seminar
marketing successfully, you need to be very clear on your
goals, and plan each seminar carefully.
If the purpose of your seminar is primarily to get clients,
you shouldn't be expecting to make money on the seminar itself.
You may wish merely to cover your expenses, or maybe even
spend a little extra. For this type of seminar, the key to
making it pay off is to attract people who are good prospects
for your business in the first place, rather than just filling
the room.
Instead of making your seminar free, it's a good idea to charge
a small fee. That way, your prospective clients will perceive
you as offering something of value. The fee will also discourage
attendance by people who can't afford your product or service.
It's the quality of the participants that matters, not the
quantity.
If what you really want is for your seminar to turn a profit,
you must recognize that by offering full-fee seminars, you
are adding another line of business to your company. Operating
as a seminar producer will require the same kind of planning
and ongoing management as your existing business does.
It can be as difficult to make a profit on your first seminar
as it was to originally launch your business. Many people
won't sign up for a seminar the first time they see it; others
would like to come but can't make the date. You'll have a
better chance of making money if you plan at the outset to
offer your seminar on a regular basis. You may find, though,
that this takes away too much time from your core business.
Whether the seminar you are planning is promotional or for
profit, estimate your projected income and expenses before
making a commitment to proceed. Base the income you project
solely on the fee you will charge per person multiplied by
the number of attendees you expect. Don't include any projected
spinoff business in your income estimate. If you land new
business, you will still have to work additional hours to
earn that compensation.
Typical expenses include design and printing of a flyer or
brochure, postage, posting a notice on your website, purchase
of mailing lists (if you don't have your own), print and Internet
media ads (including calendar listings), facility rent, audiovisuals,
handouts, and refreshments. You should also consider the cost
of your own time to design promotional materials, compile
lists, compose e-mails, and make phone calls, as noted below.
In designing a snail mail or e-mail campaign for your seminar,
keep in mind that it is quite typical to get only one registration
for every 100 pieces you mail, even with a pre-qualified list.
Subtract your projected expenses from your income, then make
a rational decision on whether to proceed. If the purpose
of your seminar is to get business, estimate how much spinoff
business is likely. Before going ahead, ask yourself if there
might be an easier or cheaper way to get that many new clients
or contracts.
If your purpose is to make money, divide your expected profit
by the number of hours it will take you to design, market,
and deliver your seminar. Is that amount a reasonable level
of compensation for you?
If your best guess at the numbers tells you that producing
a seminar makes good business sense for you, go for it! Because
people do business with those they know, like, and trust,
seminars can help you build a solid client base. And because
repeat contacts raise awareness, mailings and ads about your
seminar will generate more visibility for your core business.
C.J. Hayden is the author of Get Clients NOW! Thousands
of business owners and salespeople have used her simple sales and
marketing system to double or triple their income. Get a free copy
of "Five Secrets to Finding All the Clients You'll Ever Need"
at http://www.getclientsnow.com.