Filed Under:Your Practice, Sales Marketing

Are Social Security seminars in your future?

Marketing Playbook

In the past 20 years, retirement dinner seminars have been the rage. Oftentimes, advisors are able to book 50 percent of the attendees. However, the problems with these dinner seminars are many. The response rate is only 0.05 percent, and a quarter of the attendees are plate-lickers only there for the free meal. And an additional 15 percent are not qualified. No matter what the mailing house tells you about their demographic reach, there is a 10 percent to 20 percent error ratio in every seminar. What this all means is that every closed appointment costs you $600. In addition, there is a 25 percent cancellation rate on most seminars. The reason for this high level of postponements, no shows or cancellations is all emotional. The people who book appointments with you often forget why they took the appointment. When they can’t remember the reason, they decide that taking their dog for a shampoo is more urgent than keeping an appointment with you. But Social Security seminars may be the answer to all your dinner seminar dilemmas. 

Few no-shows

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Nichole Morford

Nichole Morford
Managing Editor

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