I’m often asked what’s a unique way that I can generate more prospects? One of my favorite strategies is to offer public seminars to new businesses owners. Many professionals and consultants have built successful practices by giving free presentations to associations, chambers, small business owners and educational institutions. Seminars are a great way to reach a large number of potential clients at the same time. Seminars are a proven marketing method that has been used for years by just about every industry in the country. Who do you know that hasn’t attended a seminar?
    Offering a seminar can be an effective means to become more visible to your target market and help create a powerful business brand. If you are a good (or even fair) presenter, and the right people come to your seminar, you can’t help but to generate high quality prospects.
    If the purpose of your seminar is primarily to get clients, don’t expect to make money on the seminar itself. You may want to consider partnering with compatible businesses that are trying to reach the same target market. If you are targeting new business owners potential partners include: website design firms, accountants, lawyers, insurance agents, office supply companies and printing companies. Partners can help defray the cost of the seminar and also offer valuable information to your audience.
    The key to offering a good seminar is to provide information that your target audience will be able to apply successfully to their business. Seminars should be educational in nature and not geared toward closing customers during your initial presentation. Be aware that time is money don’t offer a seminar longer than 3-4 hours in length. The main thing you want to convey to your audience is that you are an expert in your field and can help them make the best possible decision for their individual situation. The goal is to attract people who are good prospects for your business, rather than just filling the room.
    If you don’t want to offer a free seminar consider charging a small fee, your prospective clients will perceive you as offering something of value. The fee will also discourage attendance by people who can’t afford your product or service. It’s the quality of the participants that matters, not the quantity.
    Whether the seminar you are planning is promotional or for profit, estimate your projected income and expenses before making a commitment to proceed. If you are charging a fee base the income you project solely on the fee you will charge per person multiplied by the number of attendees you expect. If you are not charging a fee use a 10% (low estimate) closing ratio as a good number to forecast sales.
    The most typical expenses include design and printing of a flyer or postcard, postage, posting a notice on your website, purchase of mailing lists, advertising, facility rent, audiovisuals, handouts and refreshments. You should also consider the cost of your own time to design promotional materials, compile lists, compose e-mails and make phone calls.
    I would recommend the following marketing plan when targeting new business owners:

• Ensure you have enough new business filings in your market area. (I would suggest 300+ per month)



• Contact potential partners for your seminar.



• Create a marketing budget and get all partners to participate.



• Determine how you will notify potential attendees. Telemarketing and postcard marketing are the most cost effective methods.



• Commitment to trying 2-3 seminars as a test run. One seminar a month is a good strategy.

    If your best guess at the numbers tells you that producing a seminar makes good business sense for you, go for it! Because people do business with those they know, like and trust, seminars can help you build a solid client base. And because repeat contacts raise awareness, mailings and ads about your seminar will generate more visibility for your core business.