Presenting Seminars to Bump Up Sales

Many of my clients are turning to speaking at chambers and other networking organizations to generate business.  This is a wonderful method of building credibility and gaining free advertising, especially when you are in a creative business that often needs examples and samples to get people to hire you.

Seminars are a great way for potential clients to "test drive" your services with out fully hiring you.  Often, once a potential client sees you during a seminar, they are so impressed and convinced that you are the perfect person to hire, they can't wait to hand you a check. 

• Wedding Planners could do seminars for couples or brides on how to plan the perfect wedding.

• Interior decorators could present a program on window treatments and decorating accessories.

• Artists can do programs on painting murals in theme rooms for children.

• Web designers could promote a seminar on creating websites that turning visitors into customers.

• Graphic artists could present on branding for businesses.

Sadly, however, having a great topic and getting lots of people to your program isn't enough and many people don't utilize this golden opportunity well enough to actually turn attendees into clients.

Here are several ways to increase your attendee to client ratio after your next speaking engagement.

GET INVOLVED WITH THE MARKETING

• Find out ahead of time how the organization plans to market the program and get involved with the marketing. 

• Offer to write articles for their website or newsletter.

• Write a program description filled with BENEFITS of what the attendee will get by attending the program.

• Send a notice to your contact list inviting them to the program.

• Add information about the program to your website.

• Use this as an opportunity to invite potential clients as your personal guest to see you in action.

• Encourage the organization to mail at least one printed item about the program to its membership, in addition to their on line marketing efforts.

MARKET THE WHOLE TIME

There is a big difference between delivering an infomercial and subtlety marketing from the platform.  Be sure not to blatantly deliver a sales pitch during your program.  You still need to provide VALUE to the attendees.

Be sure your contact information - including website and phone number - is on every handout and every piece of information given to attendees.

During seminar, give examples by telling stories of other projects you've done.  Of course, you don't have to disclose sensitive details about your clients, but real life examples not only help the audience to learn, but it helps them understand the types of products and/or services you offer. 

PLAN FOLLOW UP

Encourage the organization to do a post program mailing - even if it is via email - with an article written by you that helps tie your seminar up and gives additional VALUE to attendees.

Mention during the program that you are willing to send attendees information on a specific portion of the program if they give you their card. Tell them to write YES on the back if they want the additional information and to be added to your mailing list.  Tell them to write YES/NO if they want the info, but don't want to be added to your mailing list.

Send the promised information within 48 hours of the program.

Call any attendee who requested information or spoke with you after the program who seems like a potential client and invite them out for coffee to learn more about their business.

By putting more thought and effort into these no-fee speaking gigs, you will maximize the number of attendees you turn into clients and help make these engagements more profitable.  Now get out there and make some money!