Are You Counting Your Chickens Before They Hatch? What if You Could Actually Hatch Them? The Art of Actually Getting Your Registrants to SHOW UP.
Using Facebook to advertise your Financial Planning seminars can be INCREDIBLY effective. I can tell you that from experience, especially from watching clients that I work with pull in over 100 registrants in just a short 4 weeks, on multiple occasions.
Wouldn’t you love to hit that milestone? How many registrations are you seeing per day? Per week? I can tell you how to multiply it, but that is a topic for another article. Here, you’re going to get a little fuel for your “actually getting them to show up” fire.
I think we have all heard “sales is a numbers game.” Are you tossing a penny in the fountain and hoping your wish will come true? Putting all of that money and time into investing in Facebook for your seminar, sending out one confirmation e-mail and then waiting to see what the turnout is? I know you can do better. Sales is a numbers game, but there are ways to ensure that those units find their seat within the walls of your event, and leaving it to chance and crossed fingers won’t do it. You’ve paid a pretty penny for each of those registrants, it’s time to start ensuring the return on that investment.
After the Confirmation E-mail, Send Another E-mail. And Another.
You should be sending at least 1 e-mail a week to your registrants, and then an e-mail the day before with a reminder, then an e-mail the day of your event with a reminder. Don’t trust your registrants to remember. Pretend they are the most forgetful people and they are leaning on you. Add content to your e-mails, also, reminding them of the MOST IMPORTANT reasons they are coming to your seminar. For example, add bullet points:
What You’ll Discover at the Workshop:
- How to maximize your social security benefits in your retirement.
- How to enjoy a reduced-tax retirement.
- How to ensure you will continue to enjoy life well into your retirement by keeping more money in your pocket and out of Uncle Sam’s.
- The top 3 mistakes you are making while planning your retirement and how to fix them, and much more!
Graphic of Follow-Up Campaign
Don’t Be Afraid of Contact
Within 5 minutes of registration, you should be on the phone calling that prospect. Connection rates drop by 400% if you call within 10 minutes. This is when you are fresh in their mind. They might even still be on your landing page. This is the perfect time to personalize the event and/or to qualify the lead. Talk to the prospect about what their expectations are. Reassure them that they are going to receive great information at the seminar and that you will be sending some follow-up information in preparation for the event. Invite them to bring their spouse. Don’t be afraid to talk to the prospect; e-mail is not the be-all end-all of communication!
What Year Is It? If You Don’t Text Yet, You Should Start.
One of our most successful advisors has embraced the text-method. You’ve already taken a great step into modern methods of contact by utilizing Facebook and all of the awesome data it has to offer you. There are some incredible apps and programs out now that can automate the text messaging process to your prospects. (Check out Twilio and Mobit.) After you send your reminder and teaser e-mails, on the day before the event, send a short, friendly text message:
Ex. “Hi John, We are looking forward to seeing you tomorrow at 6:30pm at the University of Miami, Miller building suite 2. If you have any questions or cannot make the event, please give us a call at 888-555-1212. See you then.
Then, you’ll want to send one, say, mid-morning/late-morning depending on the time of your event:
Ex. “Hi John, We are looking forward to seeing you tonight at 6:30pm at the University of Miami, Miller building suite 2. If you have any questions or cannot make the event, please give us a call at 888-555-1212. See you tonight.
Think About Your Prospect When You Are Contacting Them. Is it a Good Time?
You’ve put time into qualifying your prospects. Are you focusing on the over-50 crowd? Are you focusing on the 35-45 crowd? Are you focusing on certain career titles? Think about the lives of your prospects when you are calling them. You may have your Saturdays blocked out to make phone calls, but is that the best time to reach out to your prospects? It may be the best time for you, but don’t forget, you’re not your prospect. Make sure you are reaching out to them at times that fit into their life, giving you the best shot at a quality conversation. Calling within 4-5pm has an over 100% better connection rate than calling between 1-2pm. The second best time is 7-8am.
It’s important to have confidence in your work, and you and I both know that what you have to offer your prospect is going to be beneficial. But you just can’t rely solely on one confirmation e-mail and faith that your prospect will remember the date. You need to maintain contact and be proactive in ensuring that your prospect gives you the opportunity to turn them into a client by showing up. If you build it, they will come, right? Good luck building it!