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Seminar #1

Seminar #2

Seminar # 3

Seminar #4

Seminar Training #1 - Before the Seminar

Objective - We all want success, but success does not happen by accident. Success is a SKILLS game, and the better your skills, the better the results will be. Results lead to income, so let's look at what it takes to create success BEFORE the seminar. 

MARKETING BY TOP ADVISORS

• Seminars (Average $10 Million+ FIA)
• Webinars (Average $3 Million+ FIA)

Choosing a Seminar
- Social Security (Income Focused)
- Tax Seminar (Asset Focused)
- Estate Planning (Asset Focused)

If you could take $10,000 and turn this into $100,000 in about sixty days, would you host a dinner seminar?

BEFORE THE MEETING FOCUS

• The Location
• The Advertising
• The Slides
• The Forms
• THE CALLS (BEFORE)

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THE LOCATION
Choose your location wisely...
​

• THE EVENT (It has been said, location, location, location - this is true here!)
  • ​No Schools
  • No Golf Courses
  • No Library (May work, just not as good)
  • ONLY Restaurants (Where would you like to eat?)
• ATTENDANCE - ​Maximum Occupants allowed (40-50 goal)
• THE FOOD
  • Minimum to pay for the location
  • Deposit Required / Cancelation Fee
  • Menu options (Steak, Chicken, Pork, Vegetarian)
  • No Liquor Drinks
• LOCATION QUESTIONS
  • ​Access to the restaurant
  • Parking for guests
  • Signage for your seminar
  • Seating for your guests
  • TVs for your presentation (Smart TV, HDMI, Easy visual for guests and presenter​)
  • Nose Outside Room (Neighboring events, any bands, etc.)

THE ADVERTISING
​How you advertise matters
​

• Who does the advertising
  • FMOs / IMOs, which may offer some in-house telemarketing/booking services, but cost more
  • Choose a marketing company (more competitive)
    • AquireUp
    • ​RA Marketing
    • Lead Concepts​

THE BREAKDOWN	Mailers	Digital
Cost	Higher	Lower
Conversion	Close to 100%	Close to 50%
Client Data	Yes	No
Planning Ahead	5-6 Weeks	1 Week
Average Cost	$4,800	$2,400

• ​PRINT MAILERS
  • Conversion to dinner seminar (close to 100%)​
  • Professional Advisor Look
  • Good Practice - Do not advertise food, but rather imply food, as you want them to want information
  • Avoid the sizzling steak look
• DIGITAL ADS (Facebook, Google, Etc.)
  • ​Conversion to dinner seminar (close to 50%)
  • Landing Page
    • Need a good landing page (Not a website)
    • Often provided by the marketing company
    • Here is a sample (Landing Page / PDF)

WHAT IS THE COST

• ​Mailers
  • 3,000 mailers = $2,700
  • 6,000 mailers = $4,800
• ​Facebook
  • ​$2,900 for the event on average
  • Based on the total ad impressions you pay for

Professional Mailer without the bait!!!

AVOID THE SIZZLING STEAK MAILER

THE SLIDE PRESENTATION
Hosting a good seminar will require several parts. But first, we must know what we need to accomplish to get results.

We must master the slides so we can focus on the clients.
This means we MUST learn the snippets of each slide, which we will cover in Seminar Training #3

What can you do today?

• Download the slides (Slides)
• Watch the recorded seminar (Video)
• Practice, practice, practice

QUOTE
"Practice does not make perfect, only Perfect practice makes perfect."

So we should do is memorize a small script on each slide and practice over and over on video till we have it down.

• Watch your own video.
• Does it make sense?
• Would you want more information?

Tax Seminar Resources

• Tax Seminar (Video)
• Tax Seminar (Slides)
• Tax Seminar (Flyer)
• Client Questionnaire (PDF / Word)
• Seminar Planning Guide (PDF)
• The Marketing Details (Coming soon)

THE FORMS
Be Prepared is vital to your success...

Before your dinner seminar:

• Print out Seminar Flyer (Flyer)
• Print out Client Questionnaire (PDF / Word)
• Bring some business cards (with your photo on them)
• Bring a pen for each person
  • ​The pen tells them about you (Did you get cheap BIC pens or nicer pens?
  • YES, they will be taken home by everyone

OPTIONAL

• ​Fake Money (works Great)
• Book Offer 
  • Do you have a book to offer?
  • Even better with your name on it
  • Use as bait to schedule an Appointment
• Advisor Branding
  • ​Do you have a tri-fold
  • A set of flyers about you and your company​

Advisor Branding

Do you have a book to offer?

The Calls (Before the Seminar)
You're almost ready for the seminar...

SO FAR...

• You have found the location and paid your fees
• You got your advertising done (Print and Digital)
• You memorized the slides and strategies
• You printed your forms, got pens, and even perhaps got some books, brochures, and business cards.
  
• You Feel Ready... BUT NOW THE CALLS...​

But WHY...
The prospect has a printed Flyer or Digital Invitation Email, and perhaps even received a confirmation call from the call center (if you have that service). So why make a personal call?

Answer:
You paid a lot of money, did a lot of prep work, and have committed yourself to SUCCESS!!!

SAMPLE CALL SCRIPT
Hello (Client), this is (Advisor Name), and I just wanted to check with you prior to the "Tax Seminar" tonight, if you had any questions that you might like me to address. As a reminder, our topic is: "Taxes in Retirement" and (THE HOOK) "How to potentially save thousands of dollars with our proven tax strategies."

---

Keep the meat on the bone
*** Don't answer questions about what you will discuss, only take questions...

By calling in advance, you build excitement, separate yourself from other advisors, and make a small connection with the person on the phone.

​Connection is KEY to your success!!!

THE ASSIGNMENT
- Contact your FMO about hosting a Seminar (Cost, timelines, heat maps)
- Go, scout out some seminar locations in person, meet the restaurant events coordinator, and get the pricing and dates available. Make sure you like the location, inside and out.
- Pick a date and time and book it... (5-6 weeks in advance)