Seminar selling: the ultimate resource guide for marketing financial services
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Nichtbestimmte Sprache |
| Veröffentlicht: |
Chicago <<[u.a.]>>
Irwin
1995
|
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021732182&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XVII, 238 S. |
| ISBN: | 0786303514 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV026143804 | ||
| 003 | DE-604 | ||
| 005 | 20110228 | ||
| 007 | t| | ||
| 008 | 110326s1995 xx |||| 00||| und d | ||
| 020 | |a 0786303514 |9 0-7863-0351-4 | ||
| 035 | |a (OCoLC)917839663 | ||
| 035 | |a (DE-599)BVBBV026143804 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | |a und | ||
| 049 | |a DE-188 | ||
| 100 | 1 | |a Karasik, Paul |d 1956- |e Verfasser |0 (DE-588)1025782097 |4 aut | |
| 245 | 1 | 0 | |a Seminar selling |b the ultimate resource guide for marketing financial services |c Paul Karasik |
| 264 | 1 | |a Chicago <<[u.a.]>> |b Irwin |c 1995 | |
| 300 | |a XVII, 238 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021732182&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-021732182 | |
Datensatz im Suchindex
| _version_ | 1819357174009167872 |
|---|---|
| adam_text | Contents
INTRODUCTION 1
What Is Seminar Selling? 1
Seminar Selling Is Not for Everyone, 1
Seminar Selling Is a Perfect Strategy for Attracting
Qualified Prospects to You, 1
Seminar Selling Allows You to Leverage Your Time, 2
Seminar Selling Eliminates the Most Common
Sales Objection, 3
Seminar Selling Is Perfect for the Mature
Financial Marketplace, 4
Seminar Selling Is the Secret Success Strategy
Everyone Knows, 4
Seminar Selling Is Fun, 5
How to Get the Most from This Book, 5
Part I
SEMINAR SELLING SUCCESS STRATEGIES
AND TECHNIQUES 7
Chapter One
SEMINAR SELLING: THE BIG PICTURE 9
Presentation Formats, 9
Seminar, 9
Speech, 10
Workshop, 10
Promote Your Seminar as a Joint Venture, 10
Endless Opportunities: Public and In-House Seminars, 11
Public Seminars, 11
Sponsored or In-House Seminars, 12
ix
x Contents
Prerequisite for Your Success, 14
Seminar Design Skills, 15
Seminar Marketing Skills, 15
Seminar Delivery Skills, 15
Selling Skills, 16
Resources, 16
Chapter Two
THE PSYCHOLOGY OF SEMINAR SELLING 17
Understanding Your Objectives, 17
Focus on Your Psychological Advantages, 19
What Makes People Tick? 21
Don t Hesitate to Disturb People, 22
Chapter Three
TADA: THE CRITICAL SEMINAR
SELLING STRATEGY 23
TADA: The Foundation for a Winning
Business Plan, 23
How to Choose a TADA, 24
The Magic Wand Technique, 25
The TADA Survey, 25
Suggested TADAs, 26
Chapter Four
HOW TO MASTER THE ART
OF CLOSING THE SALE 29
Initiate the Relationship During
the Registration Process, 29
Your Marketing Material, 29
The Registration Contact, 30
The Confirmation Letter, 32
The Confirmation Phone Call, 22
Build Relationships at the Seminar, 22
What to Do Before the Seminar Begins, 33
Contents xi
What to Do During the Seminar, 34
What to Do After the Seminar Ends, 34
WII-FM? 34
Two Invaluable Closing Techniques, 35
The Seminar Participant Evaluation, 36
The Ten Question Quiz, 0036
Closing at Your Complimentary Consultation, 38
Chapter Five
HOW TO DESIGN A PERFECT
FINANCIAL SEMINAR 39
Assemble Your Mastermind Group, 39
Use Interviews to Focus Your Seminar, 40
The Modular Design Approach (MDA)
to Seminar Design, 41
How to Identify Your Seminar Modules, 41
Prioritize Your Modules, 43
Seven Ways to Make Your Content Rock Solid, 44
The Secret Ingredient to Your Seminar, 45
How to Get Approval by the National Association
of Securities Dealers, 46
Resources, 47
Chapter Six
SHOULD YOU BUY A PREPACKAGED
SEMINAR OR MAKE YOUR OWN? 48
The Prepackaged Seminar, 48
Advantages of Prepackaged Seminars, 48
Disadvantages of Prepackaged Seminars, 49
Design Your Own Seminar, 50
The Combo Package, 51
Hire a Consultant, 51
Resources, 52
xii Contents
Chapter Seven
HOW TO CREATE IMPRESSIVE
HANDOUT MATERIALS 54
The Importance of Handouts, 54
What Your Handouts Must Include, 55
What Your Handouts Can Include, 55
How to Assemble Your Handouts, 57
Three-Ring Binder, 57
Bound Workbooks, 57
Folder, 58
Resources, 58
Chapter Eight
HOW TO CHOOSE AND USE AUDIOVISUALS 61
Why You Should Use Visual Aids, 61
How to Choose the Best Visual Aid, 62
Slide Projector, 62
Overhead Projector, 63
Flipchart and Marker Board, 63
Guidelines for Using All Visual Aids, 64
Resources, 65
The Turn, Touch, Talk Technique, 67
Putting the Audio into Your Audiovisuals, 67
The Four Styles of Microphones, 68
Guidelines for Using Microphones and Sound Systems, 69
Tape Recorders and CD Players for Using
Prerecorded Sound, 70
Resources, 70
Final Advice on Audiovisual Equipment, 71
Chapter Nine
CHOOSING THE TIME AND PLACE
OF YOUR SEMINAR 72
Check Your Calendar, 72
Best Months and Days of the Week, 72
Choosing the Best Time of Day, 73
Contents xiii
Provide an Alternate Choice, 73
Choosing the Best Seminar Site, 74
Resources, 75
How to Minimize Meeting Room Expenses, 76
The Meeting Room Confirmation Letter, 76
Chapter Ten
HOW TO PRODUCE WINNING
MARKETING MATERIAL 78
The Three Primary Formats, 78
Resources, 78
Focus on Your Target Audience, 79
How to Write Hot Copy, 79
Resources, 82
What to Include in Your Brochure
or Marketing Material, 82
Promotional Materials Checklist, 82
Resources, 85
The Three Most Successful Direct-Mail Approaches, 85
The Brochure, 85
The Letter Invitation, 88
The Wedding Style Seminar Invitation, 89
Should You Use a Professional to Design
Your Material? 90
Graphic Designers, 91
Resources, 91
Copywriters, 91
Resources, 92
Advertising Agencies and Public Relations Firms, 92
How to Find the Best Printer, 92
Chapter Eleven
HOW TO PROMOTE YOUR SEMINAR
WITH DIRECT MAIL 94
Resources, 94
How to Choose the Right Mailing List, 95
xiv Contents
Where to Purchase a Mailing List, 95
Mailing List Components, 96
How to Get the Best Mailing List, 97
How to Test Your Direct-Mail Program
with the A/B Split Method, 98
Test Before You Invest, 99
Resources, 100
Cost of Direct-Mail Promotion, 100
Checklist and Timeline for Your Direct-Mail Program, 101
Chapter Twelve
FILLING YOUR SEMINAR SEATS
WITH ADVERTISEMENTS 102
Choosing the Best Advertising Medium, 102
Resources, 103
Nine Rules for Creating a Successful
Newspaper Ad, 103
Resources, 106
Getting the Best Response from Your
Newspaper Ad, 106
Is Radio or Television Advertising Appropriate
for You? 107
Resources, 108
Chapter Thirteen
INCREASING REGISTRATIONS
WITH FREE PUBLICITY 109
Become Your Own Press Agent, 109
Eight Steps to Getting Media Coverage, 109
Resources, 110
Nine Components of a Professional Media Kit, 112
1. Press Release, 112
2. Cover Letter, 114
3. Bio, 115
4. Photograph, 116
Resources, 116
Contents xv
5. Tearsheets and List of Previous Appearances, 116
6. Articles and Books You ve Written, 117
7. Seminar Brochure, 117
8. Company Brochure, 117
9. Sample Question List, 117
Resources, 118
A Guaranteed Method for Getting
on National Talk Shows, 118
How to Turn Publicity into Profits, 119
The Mighty Mouse Method for Free
Seminar Promotion, 119
Chapter Fourteen
USING THE TELEPHONE TO MARKET
YOUR SEMINAR 121
Advantages and Disadvantages
of Telephone Marketing, 121
Hiring Your Callers, 122
Results You Can Expect, 123
The Script and How to Make It Work, 124
The Best Time to Make Calls, 126
Daily Tracking Sheets, 126
Following Up to Reduce No-Shows, 128
Creating a Telephone Seminar Marketing Machine, 128
Chapter Fifteen
THE UNSEMINAR : AN ADVANCED
SEMINAR SELLING STRATEGY 129
What Exactly Is an Unseminar ? 129
The Prerequisite Is a Current Client List, 130
Why the Unseminar Format Works, 130
Promoting the Unseminar Is Relatively Inexpensive, 131
Conducting Your Program Is Simple and Relaxed, 132
Some Important Guidelines for Achieving
Optimum Profitability, 132
Receive Immediate and Long-Term Rewards, 133
xvi Contents
Chapter Sixteen
HOW TO TAP THE CORPORATE MARKET
WITH SEMINAR SELLING 135
TADA: The Magic Marketing Strategy, 135
The Winning Strategy PMP: Phone-Mail-Phone, 136
Presenting Your Material, 139
Cover Letter, 139
Seminar Brochure and Company Brochure, 140
Client List and Endorsements, 140
Seminar Materials, 141
Phone to Follow-up, 141
Organize Your Leads, 143
Resources, 143
For Free or Fee?, 144
Chapter Seventeen
HOW TO CAPITALIZE ON THE IN-HOUSE
SEMINAR MARKET 145
Get Paid to Sell Your Services, 145
Trade and Professional Associations, 147
Resources, 147
Adult and Continuing Education Organizations, 148
Service Clubs and Fraternal Organizations, 148
Church and Religious Organizations, 149
Marketing Strategies for In-House Seminars, 149
How to Get Booked by Speakers Bureaus, 150
Chapter Eighteen
ARRANGING YOUR SEMINAR ROOM
FOR SUCCESS 151
Seminar Room Temperature, 151
Seminar Room Lighting, 152
Seminar Room Seating, 152
Registration Table, 160
Contents xvii
Chapter Nineteen
THE SECRETS OF THE WORLD S
GREATEST SEMINAR LEADERS 161
The Essential Elements of Personal
Presentation Skills, 161
What Is the Best Presentation Style? 164
Your Primary Objective as a Presenter, 165
Mastering the Art of Educainment , 165
Resources, 167
How to Handle Q and A Like a Pro, 168
How to Get Really Good, 168
Chapter Twenty
GETTING YOUR BUTTERFLIES
TO FLY IN FORMATION 171
Nine Steps to Conquering Nervousness, 171
How to Deal With Difficult Seminar Participants, 175
Part Two
RESOURCE DIRECTORY 181
Financial Industry Publications, 183
Banking, Finance, and Insurance Associations, 191
Speakers Bureaus and Cruise Line Bureaus, 200
National Seminar Sites for Financial Seminars, 216
INDEX 232
|
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