When you are hosting events, three key components are essential to your success:
- You must engage your audience, get them sitting on the front of their seat as you begin the presentation.
- Then you can educate but don’t over-educate, that is a real common problem.
- Lastly, elevate their desire to take action and schedule an appointment with you.
While Financial Advisors tend to be strong in the “educational” aspect of an event, they tend to neglect the Engaging and Elevating aspects which do EVERYTHING to help you generate immediate results.
I find seminars available through mutual fund companies, etc., are not engaging women clients because the focus is on the advisor pontificating and sharing their wealth of knowledge. Well, that’s not what women want to hear!
At events, you will gain new clients more effectively the more you get participants to share, talk and engage. As a female advisor, this is good news because this presentation process builds from your natural feminine strengths!
Now, I want you to visualize the flow of a successful event:
Let’s say your whole presentation is 45 minutes. You’ll spend 10 minutes engaging the audience. Your introduction must immediately prompt them to sit up anxious to hear more from you.
Next, you’ll spend 20 – 25 minutes educating. Most advisors are comfortable and familiar on how to deliver this part.
Only then can you spend 10 minutes elevating the participants’ commitment to schedule an appointment. Design your closing to motivate your participant’s desire to make that change with you.
Think of your engaging introduction and compelling closing as bookends. If you don’t have these bookends to hold up great content, it will fall flat. It’s true for your events too.
Without a solid and engaging introduction, without a compelling and elevating closing, you have denied yourself the opportunity to get the results you want.
Ready to learn how to engage, educate and elevate the audience to do business with you? Check out Adri’s book, Seminars for the Financial Advisor: Build Your Business with Events and Create a Referral-Generating Machine.