Financial Advisors can reap tremendous benefits by utilizing seminars as their primary business building tool.  While most advisors have little to no training I want to spend the next few blogs focused on what it takes to create and effective seminar program. 

Creating an environment conducive to your target market can dramatically impact the event as a whole. By creating a comfortable environment your guests are more receptive to your message, they become more engaged with the overall presentation, they feel a greater connection to others in the room all of which enhances your ability to build trust and confidence in your services.

 Location is one of the most important factors in creating a good environment.  In my former practice my target market was wealthy women in Newport Beach California, aged fifty and above. (For those that watch the TV show the OC, that’s where I built my business.) Considering my wealthy target market I held most of my events at a five star restaurant, The Ritz in Newport Beach, CA.  While many women might be uncomfortable with this 5 star environment it was ideal and attractive to my market.  Had I hosted my event at a library or local diner my audience would have been very different.

 In addition to the location there are 5 factors that can enhance the environment you create at your events:

1.  Seating: When guests are spread out and there is too much space between participants, you lose energy in the room. But, when participants are seated shoulder to shoulder, you will find the energy escalates along with the noise level.
2. Room Selection: When selecting a room, it is better to choose a room that has the potential for being too small vs. too large. It is always better to add tables and chairs at the last minute then to have empty tables or seats. Too large a room can destroy any chance of achieving good interaction with and between the guests.
3. A Packed Room generates tremendous energy and validates the participants’ decision to attend.
4. Greeting your Guests: Be certain to set up your room so that you can personally engage the participants. It starts the moment they arrive. How you greet your guests and then introduce them to others can have a tremendous impact on setting the tone for the actual presentation.
5. Assigned seating: By assigning seats, you are better able to control the environment and the flow of conversation. A great client sitting next to a perspective client enhances your reputation, as most clients love to brag about their advisors.
6. Where you sit: If you are not the main speaker, sit with your guests, take notes during the presentation and share your notes at the end of the event. This process helps you connect better with your guests, making them feel as if you are also one of them.