EDITOR�S NOTE: Like never
before, our country has an information glut with far too much
material to absorb on new technology, personal achievements,
business education, keeping abreast of change. The solution is
intensive seminars of one or more days where an attendee can get
more useful information than in a college course. Millions pay high
fees to attend. They constantly search for new seminars to expand
their horizons. Can you profit by this exploding interest?
In this series of
informative articles, consultant Rene Gnam takes you through the
basics of entering the high-pay world of seminaring.
A foremost direct
response advertising consultant, Rene Gnam presents over 50
seminars a year and creates the advertising for many seminar
sponsors. From his Florida office, he directs seminar marketing
around the world and is deemed an expert on scientific analysis and
projection of results. He has written two advertising books, several
portfolios, recorded his techniques on audio cassettes, and recently
presented 12 television programs on direct response advertising.
Okay, you've decided that
seminar presentations may be for you, and your next logical
need a staff?
Not at the beginning.
To start, get almost
everything done outside, by pros. Be your own
secretary/receptionist/negotiator. But if you're on someone else's
payroll, you have a problem with telephone registrations for your
seminars. Four solutions:
your seminar helps your employer's business, ask if your
regular secretary can handle those phone registrations.
an outside phone answering service, but recognize that they
have tons of turnover in personnel.
calls routed to an intelligent relative or friend who is
an outside seminar firm.
The key is to have a
reasonably intelligent and cordial phone person because 25 - 35% of
your registrations at a local number will be by phone, 40% and over
with an 800 number.
The level of intelligence
of your phone person will make or break you. Your competence as a
speaker is judged by the ability of your phone person to answer the
simplest questions. One query you'll get constantly is: "What
will she speak about?" Sounds dumb, doesn't it, especially
since you prepared such a thorough listing of your subject matter?
But you'll be surprised by the high-level people who need someone to
read your topic listings to them.
benefits for running your own seminars
Let me give you some
figures to clearly point out why I am enthusiastic about seminaring:
It costs me less than $250
per thousand pieces mailed to send my seminar announcement
brochures. I pre-screen everyone in all areas of business endeavor
by my very careful mailing list selection based on years of
experience. Only appropriate clients for my various back end
business ventures get my mail.
I need ONLY 14 people per
day in a seminar room to break even on ALL my costs.
That also means that I can
afford to go to cities where most experts in my field never show up.
Why? Because when you pull over 20 heads in Denver, over 25 in San
Francisco, over 35 in Chicago, and well over 15 bodies in a slew of
other cities, you can afford to fly yourself to lesser markets where
you pull less.
And what does that do for
you? You get:
pre-screened leads sitting and listening to you for one day,
or two, or more days. Sometimes I run 3- 4- and 5-day events,
prospects paying you to be prospects for more high dollar
purchases from you, and to expose themselves to your products,
your services, your business propositions,
selling working for you. What could possibly be better
advertising than to have your prospects sit around at lunch,
or chat during coffee breaks, discussing all they've learned
from you, and how you might help them further with your
products, with your additional services?
newsletters and magazines in your field writing and reporting
about your seminars, your expertise, your products, your
services, and how wonderful your knowledge is,
most important benefit I can imagine: You get your name, your
product name, your service capabilities, your expertise, your
company virtuosity EXPOSED to all those who right now are good
prospects and EXPOSED to all those who in the future might be
profit, if you do it right, on your overall seminar program
and on future sales.
How much profit? That
depends on how good you become and how professionally you conduct
your promotion and programs. I paid myself $153,000 last year. On
one series of seminars on a single subject area, I've produced
$484,282.72 in front end revenues and $351,055.20 in back end.
But there's more to know
Everyone who does NOT
come to your seminar suddenly knows how good your products or
services are, suddenly remembers you or your company as expert
when he/she is in a position to buy what you are promoting.
And all those people, the
other 999 out of a thousand who did not attend? They talk to
others and spread your word. That's how I got consulting work from
General Motors, TWA, Norelco, and dozens of others.
When you run your own
seminar, you target your mail to the right people. You get them to
sit and listen to you for a full day or two or more. You get them to
pay to listen to your demonstration of your expertise.
Demonstrations work better than any other form of selling.
Well, go ahead carefully,
forge ahead, run your own seminar. But, you must deliver the
information you promise.
Because I always deliver
exactly what my brochures promise -- and frequently more -- out of
every four people who sit in my seminars, one becomes a client for
one or another services I provide. You'd be tickled with 25%
conversion from leads to sales, delighted to have a totally
self-liquidating marketing plan, a program paying for itself, either
breakeven or profit, and also converting 1-of-4 to regular back end
And, there's something more
than all the monetary benefits you derive...
People applaud you. In
And when they don't
applaud, you'll still see their faces, radiant because you helped
them, taught them, motivated them, convinced them that they could be
as good as you are.
Sure, you're good.
Recognize it. Do something about it.
And, no matter what
you're promoting, when you run your own seminar, suddenly YOU ARE
THE WINNER. Your expertise is the expertise that counts. You
personally, or the company you represent, gets the limelight in
Can you can do it? Find
When I started my current
seminar series, I had eight competitors. Now, one remains.