On this episode, Bill details the five-step process he used to perfect his seminars. Yes, there’s more to it than just slapping together a good PowerPoint. But if you commit to Bill’s process and throw in some personal touches, you’ll be on your way to grabbing an audience and growing your client base.
5-Step Process
These steps will help you build a seminar marketing program that delivers a high return on your investment.
1. Have A Belief System
Many advisors are so “middle of the road” that they don’t want to take a stand on issues for fear of turning off potential clients. But not taking a strong stand is the sign of a weak advisor. Nobody wants to work with an advisor who doesn’t have a strong opinion on important issues.
“You've got to be prepared to have a stance and a belief system about how things work and what you've seen that has worked and the things you think don't work,” Bill Keen says. “There's a whole process that I go through where I ask myself again every year, ‘What do I believe about this business? What do I believe about the value we bring to the table? What do I believe about what clients need, what they want, and then what they need to get to their destination as efficiently as possible?’”
When you take a stand, you’ll repel some people—and that’s exactly what you want to do. You’re not trying to get the whole country to like you. You just need 100–150 great clients per advisor who connect with your point of view.
2. Commit
No, seminars are not a panacea that will turn your firm around overnight.
“I think it's human instinct to want immediate gratification and immediate results,” Bill says. “What I realized pretty early on was, this is about staying power. It's about being ever present.”