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Why Seminars

How to Sell Your Products or Services

to Whole Rooms Full of Qualified Customers

at One Time!


What is Selling from the Seminar Platform?


As long as we have communicated with other humans, we have used oration of some type to teach, inspire, and sell to groups of people. Selling to groups of people has gone from medicine shows of the past to seminars in modern times.

You have most likely received seminar invitations in the mail, or seen them on social media site you frequent…

“Attend our free dinner at restaurant and learn how to protect and grow your retirement savings!”

You may have walked by a meeting room in a hotel or conference center where a whole room full of people are in the seats, responding to seminar speaker, and buying a product or service at the end of the seminar.

It’s very possible that business owners in your industry have produced marketing seminars that sell. You might have thought about putting on your own seminar but just don’t know how to do it or where to start…

Maybe you are already producing your own seminars that sell right now and you’re wondering if it’s a good use of your marketing dollars. Or are you leaving money on the table?

You may have seen evidence that if done correctly, selling by seminar can be the most sustainable and profitable marketing for you and your business profits.

It’s true, selling by seminar can create tremendous profits for you or be a huge waste of time and money.

The difference comes down to strategy and execution of a plan that works versus just “winging it”.

SEMINARS AS A MARKETING TOOL ARE NOT FOR EVERYONE...


They are only for business owners who want to grow their profits.

Our team has prepared, produced, and performed seminars for many different industries, and you might be surprised to hear that seminars are not for everyone, for these two reasons:

  1. First, business owners “think” their particular business just does not have profit margins to justify the expense to produce seminars the right way (by the way…read on and you will see that this is a myth.) If I can put it in a more direct way, these businesses won’t spend money to make money…and coasting along in their business is fine with them.

  2. The second reason why seminars that sell may not be for everyone is businesses have tried seminars as a marketing tool…but…it did not work the way they wanted.

We have spent three decades to help many of these business owners turn the switches and increase their business profits quickly.

SOME OF THE INDUSTRIES THAT USE SEMINARS

Here are some industries who have used our THE SEMINAR PROFIT PRESCRIPTION™ SYSTEM.

We have either produced, prepared, and performed the seminar for our clients or taught them how to use the SEMINAR PROFIT PRESCRIPTION™ for their business.

Regenerative Medicine

Chiropractors

Physical Therapy

Plastic Surgeons

Consultants

Franchises

Walk-In Bathtubs

Dental Implants

Any Elective Medical

Solar

Energy Saving Devices And Services

Pre-Need Funeral

Coaches

Financial Planners

Lawyers

How To Start An Online Business

Real Estate Agent Training

Selling A Service

Flipping Houses Training

Tax Lien Investing Training

Yoga Instructors

Massage Chairs

BUT YOU MAY BE ASKING


Will Selling from the Seminar Platform Work for Your Business?

LOOK AT THE NUMBERS FROM ONE OF OUR SEMINAR!

From $6,000 per seminar to $116,640 per seminar —

Which would you choose?

READ ON TO SEE PROOF THAT SELLING BY SEMINARS REALLY WORKS


Here are some mini case studies of our work.


WHOLE BODY VIBRATION MACHINES SOLD AT SEMINAR

Our client chose our “Done For You” service where we wrote the script, did the marketing, and provided the speaker for the manufacture of a $4,000.00 wellness machine that continues to sell to over 25% of seminar attendees at seminars. SELING MORE IN ONE SEMINAR THAN THEY DID IN A MONTH BEFORE SELLING ONE-ON-ONE!


MAGNETIC MATTRESS PADS SOLD AT SEMINAR–

Our client chose our “Done For You” service where we wrote the script, did the marketing, and provided the speaker for the manufacture of a $4,000.00 wellness machine that continues to sell to over 25% of seminar attendees at seminars. SELING MORE IN ONE SEMINAR THAN THEY DID IN A MONTH BEFORE SELLING ONE-ON-ONE!


AND LOOK AT THESE NUMBERS!


A STEM CELL CLINIC

This clinic put on seminars to sell regenerative medicine…and “winging it”. Before they hired us they were getting about 15 people to attend a seminar. They would get about 15% of attendees to make an appointment to come to the clinic.

Less than half (45%) of those setting up appointments at the seminar actually came to the clinic.

Of those who kept their appointment at the clinic, a little less than half (48%) bought the services, for an average sale of less than $5,000.00 (4,800.00)


RECAP Before:

  • 15 attendees averaged to seminar.

  • 15% of those attendees made an appointment. That is 2.5 attendees from the seminar…

  • 48% that came into the clinic bought services. That’s an average of 1.25 buyers per seminar bought at the clinic.

  • With their average sale before we came into the picture was $4,800.00 per transaction.

  • They would gross $6,000.00 for every seminar the produced.

They knew they could do better than that.

They hired us and here is part of what we did for them…

We used our Offer Onion™ process in the new script we wrote for them along with all the other valuable processes we use. And here were the results:

  • Our marketing help got them an average of over 30 people to attend the seminar. That’s double!

  • Our Group Involvement Foundation Technique™ script (G.I.F.T.™) and Offer Onion™ plus all the other tools we have developed over the years got commitments from attendees to keep the appointment they made at the seminar at over 70% (72%).

  • 21.6 out of 30 attendees on average made appointments. THAT’S OVER 4 times increase in appointment percentage!

  • A whopping 90% of those who made an appointment at the seminar showed up to the clinic.

  • We scripted the confirmation calls to get more appointments to show up to the clinic.

  • That is 19.44 out of the original 30 at the seminar are now pre-educated and ready to buy and sitting in the client’s clinic! (Remember they only got an average of 2.5 seminar attendees to actually show up for the appointment they made at the seminar before we showed them the fast way to profits!)

  • That is over 7 times more buyers in their waiting rooms because of our processes.

  • Those who came to the appointment bought at just over 75%. (75.5% bought the clinic’s elective medical solution.)

  • That’s 14.58 out of the original 30 seminar attendees bought the client’s solution. (1.25 bought before we showed them the way!)

  • Their average sale went to over $8,000.00 per sale because of our Offer Onion™ process.

  • 14.58 buyers at the new average sale of $8,000.00 was…$116,640 in gross revenue PER SEMINAR…with our experience, teaching, and help.


RECAP After:


The bottom line after we implemented the system we have perfected…

  • BEFORE SEMINAR PROFIT EXPERTS: $6,000.00 GROSS REVENUE PER SEMINAR.

  • AFTER SEMINAR PROFIT EXPERTS: $116,640 GROSS REVENUE PER SEMINAR.


When I look at the proof of what we do …I think we should raise our rates!


Some clients come to us thinking

their industry is not right for seminars because

their product or service is too low cost or low margins.

Let’s take a look at this yoga studio, for example.

A studio owner selling a yoga class by seminar needs to focus on the lifetime value of a client, not just the profit from one class.

We showed our client the 4 metrics any business needs to look at when thinking about using seminars to drive profits.

  1. Customer Acquisition Costs. What does it cost to get a new customer? What is the maximum amount you can spend to get that customer?

  2. Average amount of a transaction or sale.

  3. Customer lifetime value. How much revenue does that customer bring in sales to your business over the period of time they are your customers.

  4. What percentage of that seminar’s attendees bought at the seminar? That’s called he seminar close rate.


This studio owner was focusing on an average sale they were experiencing of $20 per session – that is a very small amount of money. The owner automatically thought it would not be worth it to go through the expense of producing, preparing, and presenting a seminar for such a low cost item.

We were able to shift the scope of their thinking by showing them how to have a customer acquisition seminar that educated the attendees on yoga for just back pain and had an offer for a membership of a 30, 60 or 90 session-package. The attendees would either buy the membership package at the seminar or be invited to come to the studio for a demo class.

The 30-session package, “freedom from back pain yoga transformation package” offer would bring that offer’s average sale to $600.00…not $20.00.

The 60-session package would bring in $1,200.00 in revenue per attendee who chooses that offer at the seminar.

The 90-session package would bring in $1,800.00 in revenue per attendee who chooses that offer.

The very first seminar attracted 30 potential new clients.

12 attendees bought the 30-session package = $14,400.00 in sales.

4 attendees bought the 60-session package = $7,200.00 in sales.

2 attendees bought the 90-session package = $3,600.00 in sales.

$25,200.00 in sales!

So what is the average sale from that one seminar?

Let’s do the math:

$25,200.00 divided by 18 buyers for an average sales transaction of $1,400.00 per sale!

She was able to enjoy a 60% close rate, which was high.

It was exceptional experience for the studio owner because she did not have to use trial and error –– she used our process and help.

And the fact she used our Offer Onion™ template for her offer also gave her an advantage of our experience!

Group Involvement Foundation Technique™ got the audience thinking and laughing and moving together as a group.

Our S.Q.E.E.M.S.™ process cemented the learning and made her seminar fun and impactful. Our training and coaching really pays off quickly!

Even without adding upsells and affiliate offers during her 5 minutes little seminar offer at the end of each yoga session, she was not only profitable, but her lifetime customer value would be substantial and add to her profits. They will buy again and again.

Before seminars… It would take weeks and months of word-of-mouth marketing to get $1,400.00 in sales. Now she was averaging that from one seminar attendee…add the 17 other sales she got from the seminar … it changed her world!

We showed her how to do the same thing with a special pregnancy yoga class that closed at around 50% at the seminar and had an average sale of just over $900.00.

Then, with our help, she wrote a seminar for “Active Aging Yoga” for the over 50 crowd and saw and average sale of over $1,000.00 and a close rate of over 40%!…

It changed this yoga studio owner’s life! She is now in control of her profits – record profits!

WHY DO SEMINARS SELL SO MUCH BETTER?


Seminar marketing is more efficient than most marketing of premium products and services.

We have a client who manufactures high-end massage chairs. One of their most successful marketing channels for those chairs is selling at special road show events at Costco. Let’s look at what that entails…

First, they have a salesperson at a Costco location for a ten-day road-show event. That salesperson is at the Costco from around 9:00 am till 8:00 pm or later – for ten days straight! I don’t care how much money you are making as a salesperson…ten days in a row in a warehouse for as long as 12 hours a day is hard on salesperson…that means lots of staff turnover…

At this marketing channel we have a stream of traffic at Costco – customers who are there for many different reasons.

Therefore, a large portion of traffic walking by our booths have little or no interest in massage chairs or are at that store or event for very specific reasons … massage or wellness may not even be on their radar.

Seminars marketing channel for this manufacturer did not replace all of their other marketing channels but created higher profits and more sales in less time.

Let’s take a peek at the results of the massage chair pilot seminars we prepared, produced, and performed for them at an expensive steakhouse.

We were able to define our target audience with a direct mail campaign that hit our perfect demographic and with one mailer filled 6 seminars over 3 days (options were lunch and dinner, or early dinner and later dinner each day for 3 days.

We averaged 30 attendees per seminar (180 attendees over 3 days) and closed at 31% = 55 sales.

The average sale transaction was $8,500.00.

55 sales at $8,500.00 per sale = $440,275 in revenue over 3 days.

Compare that to the Costco marketing channel where one salesperson over 10 days of selling would average under 6 massage chairs sold.

THE PSYCHOLOGY BEHIND THE SEMINAR METHOD


We can convert a much higher percentage of attendees by way of seminar because we have their focus, and they came to us for a possible solution to making their life better. Because you use our education process that makes seminars profitable, you will get sales from more attendees at the end of the seminars.

THE TIPPING POINT OF SEMINARS


Malcom Gladwell wrote a great book called THE TIPPING POINT. He documents how tipping points can cause the minority to become the majority.

In a seminar setting we create a tipping point of buyers because of proper scripting and presenting of our seminar funnel.

If we have 30 people that came to a seminar on how to naturally deal with the solution you can provide (like pain in their lives) and increase wellness for the whole family, we might have 2 or 3 of those people that would buy from us no matter what.

Conversely, we might have 2 or 3 attendees that would never buy from us no matter what – whether we just talk with them at your business location as a “walk in” or any other one-on-one marketing methods you are using now…

The magic of a tipping point is that when a proper script (using the right mix of attendee involvement, demos, and offers) you will see a big part of audience moving to the buying side of the bell curve. The reason? Because of the group involvement environment that we have created with the proper script.

GROUP INVOLVEMENT CREATES TIPPING POINT


So, with 30 people in a seminar room, we have 3 on each end of the buying spectrum, leaving 24 people that can and will be swayed towards the buying end of the spectrum. Group selling causes a tipping point of sales!

Our Group Involvement Foundation Techniques™ that you will learn make your seminar attendees more loyal.

They buy more…and more often!

Why?

It is proven that using the right processes, your seminar attendees will....

  1. Know you better.

  2. Like you better.

  3. Trust you more.


They buy from you more often and tell more of their friends about YOU because of the seminar environment you set up!

Another factor that creates the tipping point of seminar sales is that you will have marketed specifically to your perfect customer demographic that will directly benefit from the solution you offer!

Everyone in the seats of that seminar is there because of what you are selling. For health products and services, it could be pain, mobility issues, active aging, and looking for wellness solutions for themselves and their family.

For financial planners it could be retirement security.

For golf pros it could be lowering their score.

This creates group rapport which drives the tipping point to convert a higher percentage of sales from that group than if you met that many potential clients over several days at traditional marketing channels.

WHY SEMINARS?

  • LOWER CUSTOMER ACQUISITION COSTS – I see spending half of what it costs to obtain a customer through the traditional marketing model most of us use.

  • TOTAL FOCUS OF OUR CUSTOMERS – No competition of other products, services and offers. They are there because our marketing addresses how we are their ideal solution.

  • LESS WEAR AND TEAR OF SALES PROFESSIONALS – Two seminars per day for 3 or 4 days in a row is something a team can do every week or 3 weeks out of 4 … and they will still stay fresh and productive!

  • SELL TO CONSUMERS AND BUSINESSES – Let’s use the massage chair case study as an example…A business to consumer (B to C) seminar would have attendees like we see at Costco and special events now. A second seminar for businesses (B to B) selling our chairs to small businesses as part of their wellness program. And to medical providers like chiropractors, physical therapists, yoga studios, acupressure studios etc. This audience has a very real potential of multiple unit sales

WHY SEMINAR PROFIT EXPERTS?


The seminar model works because of OUR experience and our secret sauce! Our MENTALFLOSS TRAINING TECHNOLOGY™!

You will be successful with seminars that SELL quickly because of our blended training process.

We blend online training in an environment that makes the training an experience product.

As the author of “TRAINING THE TRAINER”, the world’s best-selling audio program on training and motivating adults, we use the proper and fun format that makes learning “STICK”.

We use the same techniques that you will learn to make your seminars a real learning experience.

  • INVOLVEMENT TECHNIQUES

  • WORLD CLASS COACHING

  • OUR “RED PENCIL EDITING” OF YOUR SCRIPTS AND OFFERS.

  • CORRECT REPETITION SO THE TRAINING STICKS

  • NEUROLINGUISTIC PROGRAMMING

  • CONVERSATIONAL HYPNOSIS

  • AN ONLINE LEARNING PLATFORM THAT USES “GAMIFICATION” WHERE YOU COLLECT POINTS AS YOU LEARN. This is a researched and proven methodology to help you learn … and finish the training!


Trial and error are an expensive teacher.

I owned a successful seminar company for years. My nationally syndicated radio show “The Mental Floss Network” produced seminars in 36 cities. We sold millions of dollars of books and tapes and training at these seminars. We have sold tens of millions of dollars of products and services from seminars.

At SEMINAR PROFIT EXPERTS LLC, we have consulted and written seminar scripts for dozens of industries. We also have created the marketing to get the people in the seats of the seminar.

Let SEMINAR PROFIT EXPERTS LLC show you the fast way to huge profits!

Contact Andy Sherman at 785-218-8383.

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