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Why It’s Time to Change Your Mindset About Summer Seminars


By Mike Thurman

In the advisor community, the topic of hosting educational seminars is highly debated…but it shouldn’t be. The idea of hosting a seminar in the summer is plagued by myths of low attendance rates and a general lack of interest from the public.

However, both of those reasons are just that – myths! If you’re willing to change your mindset, hosting seminars during the summer can be a huge catalyst for growing your business.

The most common thought around summer seminars is that people don’t want to attend a seminar in the summer. However, between June-August 2018, 11 White Glove hosts who each held between five and 19 seminars with us during those three months had an average attendance of 25 households per event. Here’s a snapshot of real data from some of our advisor clients who hosted seminars June-August 2018.

I think the numbers are self-explanatory, but the takeaway is… summer seminars PERFORM!

Remember, since White Glove does all the work, takes on all the risk and offers a triple guarantee, you truly have nothing to lose. You won’t be wasting money on empty seats or spending precious resources coordinating the event.

Another common myth is people check out mentally during the warm months – spending extra time with family or on vacation. As our good friend Frank Maselli says, spending time with family can actually exacerbate the needs, concerns or fears that already drive people to your seminars.

Family time and issues can make people take a long, hard look at their lives. People don’t go on a “mental vacation” during the summer relative to their finances. In fact, I know from experience as a financial advisor that people are more relaxed, upbeat and happy during the summer months. They now have the time to think about, reflect and act on the things they couldn’t during the busier months of the year. You have a great opportunity to take advantage of the public’s general contentment and need for your expertise during the summer.

And consider this: Since it IS a common myth among advisors that summer seminars are a bad idea, if your competition hosts seminars and is taking those months off, you can use their “quiet period” to your advantage. Having less competition during the summer months means you get to shine as the local expert who can help the public with their finances.

All in all, hosting summer seminars (and in our opinion, hosting seminars throughout the entire year) is a tremendous advantage to you and your business. Writing people off as “not interested” or “checked out” is a missed opportunity. Changing your mindset about summer seminars could be the difference between a successful year and a dry spell.

We are booking summer seminars now! To book yours, reach out to your dedicated White Glove rep. If you don’t yet have one, contact us.

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