How many times have you gone to a seminar and listened to a speaker and thought, or said to yourself, or out loud, what did that have to do with the seminar topic I came here to learn about? If you have asked that question, it is a result of the event promoter not spending enough time thinking about the message to market match between the speaker and the audience or it was a result of the event promoter not talking about the speakers ahead of time and building value for the topic they are talking about and selling on.
If you asked yourself what this topic has to do with the event, it is also the fault of the speaker, because that means the speaker did not relate his topic back to the seminar audience, and the event he or she is speaking at.
This is an issue that has to be addressed by the promoter and the speaker in order to maximize sales at the event.
As the event promoter, you have to constantly be telling people why you are bringing in speakers to talk about certain topics and why it is important to the attendees. If you build the value of the speakers and tie it into the attendees needs, they will be more likely to buy from the speakers. And, remember, making money is the reason you're doing seminars and workshops.
This is really very much like your own backend marketing process. Your job is to tell people why they need to make the next purchase and the next and the next. At a workshop or seminar, you have to do the same thing - you have to tell them why they need the things you are presenting and how it directly relates to them, their lives and their businesses.
In other words, you have to build the value, and if you do this at the beginning and throughout your event, you will sell more, and each one of your speakers will sell more, therefore, make more profit at your event.
Adding value like this, increasing the sales at your event by knowing and doing these little things can easily be learned, if you have the right guidance, or with some experience under your belt.
The question is, do you want to have to learn the secrets of holding successful events the hard way, through the school of hard knocks, by going out there and getting you knuckles bloodied, and teeth kicked in? Ok, you probably aren't literally going to lose your teeth, and you probably won't get bloody, but you do stand a real chance of losing thousands, even tens of thousands of dollars if you make even small mistakes with your events. There are a lot of details involved in putting on events, and it all looks easy until you're in the middle of it, overwhelmed by all of them.
It doesn't have to be that way. That's why you now have the chance to skip over all the hard stuff, and walk confidently into your next event, knowing you're ready, you are properly staffed, and that all things event are handled or will be taken care of for you.
If all this information seems like it's overwhelming and a lot to digest, it might seem that way at first, but as you start to break it down into parts, you will quickly see there are some very logical processes involved and everything happens in a step-by-step manner.
I can't wait to hear about all your successful events.
Diane Conklin is one of the co-founders of Complete Marketing Systems whereas a marketing and business strategist she specializes in showing entrepreneurs and small business owners how to use direct response marketing to integrate their online and offline marketing strategies, media and methods, to get maximum results from their marketing dollars so they consistently outperform their competition by measuring their marketing and strategically using multi-media campaigns to stand alone in their marketplace as the go-to provider for their products and services.