Regardless of the type of business that youre in, youve undoubtedly developed expert knowledge in the field that you are in. Whether youre a beauty salon owner, an auto mechanic, a lawyer, or the owner of a hardware store owner, everyone in business has developed a particular skill that could be used to attract new customers. How? By holding special seminars, workshops, or teleseminars to teach other people what you know. These types of informative sessions have the potential to attract a large number or qualified prospects for your products and services. For example, if you own a Tile or Flooring Company, you could offer special classes on how to put in a floor. If you own a Home Project Company, you could teach people how to remodel a bathroom or how to put in fixtures. The great thing about this, is that everyone who attends will also need to purchase products and supplies from you in order to do the work. It doesnt matter how big or small your company is, or what you sell. You could be a large corporation or a small Internet based company. Whatever it is you sell, products or services, there are bound to be a lot of people who would love to learn better ways to utilize and benefit from what youre selling. Keep in mind that every time you hold a workshop or seminar, you attract large groups of prime prospects who are ready, willing, and able to spend considerable amounts of money and time to learn how to do something theyre interested in. At the conclusion of the workshop or seminar prospects are primed to buy. It is very easy to direct them to your store or Web site, because you will have earned their appreciation and respect. They also know that your are knowledgeable and trustworthy. Once, youve made the decision to hold an informational workshop or seminar. How do you get the word out? Here are several ways you can promote your workshop or seminar: * If you have salespeople, you could make up a flyer or a brochure with a powerful announcement, outlining all the benefits the attendees will receive, and have your salespeople give them out to your prospects and customers. Even if you dont have salespeople, you could still print flyers and post them up at your place of business. * You could send out a letter that contains a heartfelt invitation to your prospects and customers. The letter should explain the reason why youre holding the class, and the reasons why it would be beneficial for them to attend. Let your prospect or customer know that this training is worth a lot of money, but you dont want to charge for it. This is something you are doing only for special prospects and customers so that they learn how to do (whatever your topic is). * If your workshop or seminar is for the general public, you could run an announcement in local newspapers, radio, or television. If the subject is industry specific it would be best to run an announcement in industry specific trade journals. * You could post an announcement on your Web site and send out an email to a your prospects and customers. If youre going to do a teleseminar it is important to let them know the day, the time in all the time zones, and most importantly what number to call, and the access code is. As for the content of the seminar itself, use your own judgment and imagination. You should give people a lot of useful information. Dont use the time to try to sell your products or services. Your prospects and customers will see right through it and it will just make them angry that you didnt give them what you promised. You want them to come away with a positive feeling, thats the best way to turn a prospect into a customer. Most of all, enjoy yourself. Your workshop or seminar should be a rewarding and enriching experience for you and the participants. The idea is to grow your business and have fun at the same time. When you do this, conducting workshops and seminars will become one of your most valuable marketing tools. Copyright2006 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide. |
