Avoid these common workshop mistakes and deliver your audience a meaningful, educational experience.
The goal of any good seminar is to make meaningful connections, education and engage your audience, and leave the event with appointments booked in your calendar. There is a ton of information about what to do and say during your workshop to maximize these efforts, but what about critical errors that could prevent your workshop from being an enjoyable experience? These errors could be costing you valuable clients- but we are here to help!
1) DON’T base your presentation on products.
Attendees are interested in their situation and what YOU can do to help. When you turn your workshop into a sales pitch for a product, they no longer trust that you are there to help. Your attendees don’t want to be sold; they just want your advice.
2) DON’T trash your competition.
When you trash your competition, it makes you look unprofessional. Your attendees came to your workshop because they want to know what YOU can do, not what other financial advisors cannot.
3) DON’T criticize other strategies.
Just because you found success in a particular strategy doesn’t mean that other strategies are not helpful for others. If you criticize other strategies, you could be criticizing a strategy that worked for members of your audience – leaving them feeling jaded or mistrusting your judgement.
4) DON’T be too number-heavy.
While stats can be an effective tool for showing your audience effectiveness of your strategy, being too detailed with numbers can work against you. Your workshop should be easy to follow and when you introduce too much data, the workshop can easily go from enjoyable to confusing. Show the stats that matter, and only the stats that matter.
5) DON’T pitch the appointment too early.
Your attendees came to your workshop to gain valuable knowledge about their specific situation. Make the workshop about the education and not about booking an appointment with you. If you start off the conversation with the notion that they will only get part of the information because they need to book an appointment for the rest, you will lose their trust, and their attention, right from the get.
Remember - your attendees are coming to your workshop to educate themselves on their own financial wellness. When you turn the workshop into a sales pitch, you are losing their trust. Keep the workshop simple, give them valuable information, and in the end– trust that they will choose you to help them with their finances moving forward.
For more tips and tricks about workshops and other marketing techniques, White Glove University offers advisor roundtables, master classes, sample presentations, and more! Reach out to an Executive Marketing Consultant by phone (844) 949-9497 or visit our website.