How to organize a successful and professional seminar
To sell effectively in any environment, companies must project a clear sales message to potential customer groups. The most cost-effective method of doing this is a professionally organized seminar, which is specially tailored to the potential customer’s areas of interest and offers an unrivaled opportunity to explain “up front” what the company stands for and describe its solutions and services.
The seminars, run by experts, will also provide detailed feedback on the real needs and attitudes of potential clients and can offer the opportunity to meet other important players within the target organisations.
However, for the greatest effect, a seminar should address a specific business area; This is not only more engaging for the audience than a general meeting, but also allows you to structure the event for the highest levels of presentation.
The way the event is planned and organized reflects as much the quality and capacity of the company as any other activity carried out, and planning and attention to detail are by far the most important ingredients.
So what are the essential steps and areas to consider when hosting a professional seminar? (This list is a guide and is by no means exhaustive)
Understand the importance and purpose of setting goals
The most important first step is to set goals, so that the success or failure of the exercise can be compared later.
The five essential elements to setting goals
or Objectives should have a numerical projection of the expected results
or they should be practical
or they should be difficult but possible
or they should be exciting
or they should be big
planning goals
o What are the marketing goals for your seminar?
o How will these goals help you maintain or increase your share of sales?
o What new and existing concepts, solutions, features and services will be included?
o What will be their order of importance in relation to the invited public?
o What is the description of these concepts and solutions in terms of function, benefit and price?
o Who will be the key people in your seminar?
o What are their buying habits, preferences and needs? Are these changing?
o Where is the demand increasing? Where is it decreasing?
o Why should your customers buy from you instead of your competitors?
o What are your competitor’s strengths, weaknesses, and tendencies?
o What sales aids should you use?
or who to invite
o When to hold your seminar: timing is key
o Where to hold your seminar: identify a suitable location
o Finance and costs
or Organization
o Speaker Selection
o Input from industry specialists
o Support from manufacturers/distributors
or Advertising
Main objectives
o Check that your concept supports your original goal which, in turn, supports your marketing plan
In Summary: Remember –
Every seminar presentation is a sales opportunity and should be structured as a sales vehicle.
Copyright © 2006 Jonathan Farrington. All rights reserved
