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Because
that's where the money is
What a wonderfully
simple premise. Banks are robbed because they have money. The reason to work with
your favorite companies on your next seminar is because that's where the money is.
The companies that you buy your products from are all interested in your success,
and many of them know that seminars are a great way for you to grow your business.
They know that many of the top producers use seminars as a marketing tool.
These companies are willing to help offset your seminar expenses. It's true. They
will pay for part or even all of the cost for you to do a seminar. This is a wonderful
opportunity. You get a chance to meet new prospects at most, or perhaps all of the
cost is paid.
Talk with your wholesalers in the early stages of planning your seminar and tell
them what you are trying to accomplish. Explain how many people you want to attend
and how this is going to help you grow your business. If the seminar is well planned,
wholesalers are usually more than happy to help.
Who, what, where, when, why and how ... these are the basic questions every reporter
must answer while researching and writing a story, and they can help you organize
your seminar. Once you know all the answers, take a few minutes and write a nice
report that you can present to the wholesaler. They will not only be surprised, they
will also be impressed.
This is important because you will want more than just money. (More about that in
a moment.) When you impress the people you're trying to attract as sponsors, it puts
you in a position to make the most of the great opportunities that seminars offer.
Your plan will also help you get your staff involved. Putting on a quality seminar
takes work, and the more help you have the better.
More
than just money
When it comes to helping, wholesalers can do more than just provide money.Wholesalers
have great resources that they can use to make your seminar a hit. For example, they
often have seminar mailers and outlines already developed. Some even have wonderful
PowerPoint presentations that you can use. They've already invested the time and
money to design these presentations and all you need to do is add a few items, such
as your name and logo, and you are ready to go.
Some financial experts are even available to deliver your presentation for you. If
you don't like speaking to groups, this could be a great way for you to avoid the
front of the room and still have a great program. If you have the wholesaler deliver
the presentation, it's important that you review it with them in advance.
Wholesalers also have promotional items and gifts that you can give to attendees.
These are the same great items that they give away at conferences.
Wholesalers have some great resources that you can use to make your next seminar
a huge success.
It's important to make the most of the resources that are available to you. I know
one wholesaler that has offered to make cold calls with his clients. It's true. He
will sit in your office and make calls with you if you think that will grow your
business.
If I were planning a seminar, I would call my wholesalers right away and ask them
what they think I should do and how they would like to be part of it. Many of them
have budgets that they can use to help with something as simple as mailing costs.
Wholesalers have so much to offer. All you need to do is ask. One of the best investments
you can make is to talk with your wholesalers before your next seminar.
PURCHASE THIS BOOK
Martin R. Baird is
president of Advisor Marketing, a full-service marketing management firm that
provides a variety of services to financial advisors to help them improve their marketing
methods and increase revenues, including seminars and conference speaking engagements
on such topics as referrals, marketing, client communication and transitioning to
fee.
The firm's Web site, www.advisormarketing.com, offers free marketing information
and tools for financial advisors, including a free weekly e-mail newsletter. Baird
is author of "The 7 Deadly Sins of Advisor Marketing," a book that offers
easy-to-implement marketing ideas for advisors. Baird may be reached at mbaird@advisormarketing.com or by telephone at (480) 990-1775
or (800) 279-1775. Visit www.advisormarketing.com for marketing tactics that
will help your business grow.
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