Why Do Seminars?


I’m sure you know of advisors who have built their businesses from the ground by doing client seminars. Of course, you’ve probably also heard of advisors who have held a few seminars with poor results and have sworn off of them forever. Wherever you may fall in this equation, you need to know that when planned correctly, seminars can be one of the most effective ways of promoting your services to prospects. Statistics have shown that done correctly, seminars can produce a 50% or better conversion rate.

Seminars provide numerous benefits not achievable with other marketing methods, such as:

  • They’re an excellent opportunity to meet face-to-face with clients and prospects.
  • The success rate is much higher than other marketing methods.
  • Client relationships are strengthened.
  • Prospects are converted to clients.
  • Almost all other marketing projects can be used to support your client seminars


At this point, we’ll assume that you have developed your marketing plan and that seminars are an important part of that plan. Now it’s time to determine just what you are wanting to accomplish. There are three different types of seminars to consider:

    1. Purpose – To educate clients and prospects.
    2. Goal – Establish you and your team as experts in your field.
    3. Theme – Might cover product knowledge, an investment philosophy, such wealth management, retirement planning, new tax rules and regulations…. You get the idea.
    4. Audience – People who need the information you provide, and fit the description of your target audience.
    1. Purpose – Hold a social event that provides a more relaxed atmosphere.
    2. Goal – To build a strong relationship with clients and prospects.
    3. Theme – Anything that evolves around a social event, i.e. an evening at the theatre, dinner at an exclusive restaurant, tickets to a sports event, etc.
    4. Audience – Your “best” clients and prospects.
    1. Purpose – To provide support to an event held by another professional or group
    2. Goal – Build relationships with strategic alliances, prospective clients
    3. Theme – Will be determined by the group. However, if you participate as a speaker, you can do a presentation on a topic that supports your overall marketing effort.
    4. Audience – Strategic alliances, prospective clients and, in some cases clients.


As you can see, each of the above seminars provides value in different ways. It’s up to you to determine what your end goal is, then:

  • Develop a theme for your overall marketing campaign and carry it through to your client seminars
  • Establish a budget and stay within it
  • Engage the help of others
  • Know what you are trying to accomplish and make sure you are continually working toward reach those goals
  • Evaluate your efforts and then readjust your next event to make it even better.




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