1. Pre-Judging Attendees in Your Seminar
Many of the people that attend your seminars will be dressed comfortably in jeans and a t-shirt, worn-down sneakers, jacket that’s seen better days and a baseball cap that is missing more material than is left to hold it together. Underneath those comfortable clothes are your future clients. It is easy to take a look at someone dressed casually verses someone that is dressed in business attire and decides that of the two; the better-dressed person will be the one that you land as a client. Subconsciously or intentionally, you rationalize that the better-dressed of the two is the only one that will have assets.
That line of thinking will cause you to limit your time to just a couple of audience members. You will be missing out on a huge opportunity with the rest of your audience that do have assets to invest and are looking to work with someone just like you. Do not pre-judge anyone in your audience and you will avoid losing your opportunity with them because you assume they have no assets due to how they are dressed.
I have met several doctors, prominent business owners and attorneys in the audiences that I present seminars to that are dressed like they just stepped out of a Sear’s catalogue…from 1987. In fact, one of the best clients that I was able to help one of our agent’s land, was a doctor who had just finished doing yard work and had no time to change before attending our seminar.
2. Your Audience Does Not Owe You a Thing
Our sales force is very passionate when it comes to their thoughts on seminars. There is no gray area, either you love them or you hate them. In exploring the reasons that many men and women we work with hate them, they reveal horror stories of poor turn-out and the fact that they were not able to turn a profit and that they flat-out do not work. What you need to never lose sight of is the fact that the people that attend your seminars do not owe you a thing. You need to create a value-proposition by capturing the hearts and minds of your audience. Unless they see their lives being more than what they were before your seminar, they will not book an appointment with you.
There are so many variables that you cannot control that will impact the success of your seminars; weather, the number of other seminars that are taking place in the weeks leading up to, during and after your seminar; and how strong of a closer you are. Most agents can close about 15% of their appointments while the members of MDRT can close 30%. Often times, the men and women in our business who try seminars one time, the seminars did not provide them with the magic bullet they were expecting and never explore the power of seminars again. Karlan Tucker has built his personal practice, his in-house sales’ teams’ practice and his FMO on a foundation of capitalizing on the success of his seminars. We also run into variables that are out of our control, the same way that you do but that should never cause you to think that seminars are not effectively one of the most viable, lucrative ,profit-margin-rich means of acquiring new clients available to all of us.
Control everything that you can and realize that weather and what your competitors are doing are generally beyond your control. You must understand that people who attend your seminars are indifferent to you and that it falls entirely on you to make them want to learn more about what you can do to make their lives better. Ultimately, you must continually sharpen your sales skills so that after you have won them over, you can and will close them.