Financial advisors often conduct seminars to attract, connect and engage with prospective clients. These events are an excellent opportunity to showcase expertise, build trust and establish meaningful connections within the community. 

However, hosting a successful seminar requires careful planning and execution — they are not a given business boost. There is an art to converting participants into clients. Thankfully, it's not an arduous task if done correctly, and when it is executed well, you have laid the groundwork for a client relationship that will stand the test of time.  

How can you stand out in the seminar market and generate a return on your investment? Check out these tips below.  

‍

Choose the right location.

You don't need a lavish steak dinner to attract qualified prospects. You can serve dinner if that's your preference, but when people lie awake at night wondering if they'll outlive their money — they show up to your workshop because they want an education and direction, not a free meal.

If you focus solely on your preferences and what makes you most comfortable, you're going in with the wrong mentality. Many professionals get wrapped up in the venue's image, thinking that the more upscale the location they pick, the better they will look.

Consider places that could add credibility to your event, like a library, a nearby college or a community center. This selection amplifies audience engagement, as attendees have come to these locations to learn. 

Once you narrow down your location, visit your site in person beforehand. Walk through the entire space and note any special directions or specific seating arrangements that may need to be made. 

‍

Choose suitable topics.

Selecting fitting topics for your seminar is vital to capturing your audience's interest. One of the biggest mistakes you can make is choosing a topic that is hyper-focused on what you want to talk about instead of what your prospects are interested in hearing. 

Universal topics, such as social security, Medicare, taxes in retirement, estate planning, or college planning, will always resonate better than talking about a specific pain point or solution. These topics have been tested through tens of thousands of marketing events, and we can provide feedback about which educational workshop topic aligns best with your goals. 

‍

Engaging your audience is key.

Workshop participants hold a distinct advantage over leads generated via cold calls. This audience has already demonstrated an interest in learning about a financial topic and may be more receptive to working with a financial advisor, especially if they have lingering questions on how to proceed. 

One effective strategy to connect with this engaged group is to provide multiple avenues for booking appointments during the event. A go-to tactic White Glove's founders crafted, which allowed them to double their appointment rates, is the "sticky note method." This involves setting up a poster board with available appointment slots, each marked with sticky notes indicating dates and times. This tangible interaction not only facilitates scheduling but also leverages the power of social proof. 

If the workshop participants aren't ready, then obtain their contact information and follow up after the event. They may have had time to think of questions, so a friendly follow-up call could be fortuitous.

Also, consider including them in your content marketing efforts, ensuring you remain at the top of their minds when they're ready to take the next step. Remarkably, we've observed conversions from workshops even years after the initial event, underscoring the enduring impact of consistent and meaningful engagement.

Be authentic. 

People crave authenticity, and your audience can easily discern when you're not being your true self. Failing to be authentic puts you at risk of losing your audience from the get-go! Craft your power opening and closing statements around your unique personality and strengths. Don't try to be something you're not. If humor is your forte, embrace it. If you're more soft-spoken and serious, don't force yourself to be overly loud and bubbly.

Listen to two YouTube videos with Frank Maselli, President and CEO of The Maselli Group, to learn how to nail your power openings and closings at each workshop.

Don't be afraid to get personal! Share your journey, including personal stories about yourself, your family or the challenges you've overcome. This makes things genuine and lets people feel at ease to know you are passionate about wanting to help others. 

Incorporating these best practices will help you organize engaging and successful financial seminars. Remember, a well-executed workshop benefits your audience and positions you to generate leads, educate potential clients and gain appointments.

Interested in hosting a seminar but wondering where to get started? Let White Glove do ALL the work for you! Reach out to an Executive Marketing Consultant by phone (844) 949-9497 or visit our website for more information.  

‍