Toronto is full of seminars for learning from experts about increasing their business skills at little or no charge.
Seminars are a win-win solution. The attendees win because they can learn valuable information. The presenter wins because they can find new clients.
A great marketing technique is to offer seminars at no cost. And seminars works just like a sample that you give away works. You try the sample, and if you like it, you buy the product. A seminar works the same. If you like and trust the speaker, you will buy the product associated with the presentation.
Here is a check list for seminar success (and a great set of measures for attending):
- Be Clear Who Will Value The Seminar Content – This is marketing 101 and it seems to be forgotten half the time. Take time to understand the audience and be explicit about who will gain by attending. Don’t waste the time of the attendees and have people who will be bored and leave early. Identify what they can afford and why.
- Be Clear On Your Seminar Value Proposition.. Make it clear what value the seminar has and promote that value. This should speak to the needs of who you want to attend the seminar.
- Deliver On Your Seminar Value Proposition. Teach them what you tell them you are going to teach them. Don’t pretend to tell them you are going to teach them something and when they get there – tell them they need to purchase something for them to learn. If you are an expert in your field, then you certainly can give away a couple of hours of knowledge without even touching the ultimate value of purchase of your products and services.
- Make An Offer Appropriate To Your Seminar Value Proposition. Seems obvious, but its usually doesn’t happen. High net worth individuals aren’t interested in purchasing something for $299.00. On the other hand, people wanting to increase their wealth are not going to purchase a $10,000 training system. Qualify your attendees before allowing them to register, it goes along with being clear who will value the seminar content.
- Never Do A Hard Sell – But have a follow-up plan Your product or service may not be appropriate for everybody attending your seminar to purchase that day. But the attendee came, so the content was interesting and relevant. Therefore, if the attendee that doesn’t buy today, they may buy tomorrow. If you have a follow-on marketing plan, when they are ready to buy. They will know you and trust you. If you put on a great seminar without a hard sell and are clear on who the audience is, the attendee will recommend it to a friend who may purchase.
Recommendations For Action – There are couple of examples in Toronto that meet the above criteria. The YMCA Business Centre has several seminars every week, Click here to find out more about the YMCA Business Centre. My friend Michael Hepworth runs a regular seminar for success-minded business owners in Toronto that focuses on increasing revenues, I have attended several that Michael has given and each time am impressed by the content. If you have a business in Toronto, Michael’s seminar is worth the investment in time. You can find out more about Michael’s current seminar here.
Take care
Zale
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