Marketing with Seminars
Michael F. Coyle, CBI, CExP™
•
•
•
•
•

1031 Tax Exchange Services, Consulting and Training
33 Year History
Shared Demographics and Referral Sources
Larg...
Today’s Objectives
Seminar marketing within context of a
complete marketing system
Seminars as a revenue center and ROI
Su...
Your marketing needs to be consistent so that it
will reach the owner when he/she is receptive to a
conversation
You can’t...
BOOK YOURSELF SOLID
The Fastest, Easiest and Most Reliable System
For Getting More Clients Than You Can Handle
Even if You...
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Marketing Tools I Use
Exit Planning Review Newsletter (1025 Subscribers)
White Papers for Specific Situations, General
Mai...
We Are Paid to Deliver Most Workshops
•Host partners (banks, law firms, CPAs, industry associations,
wealth planners)
• We...
Case Study One
• Partnered with Regional Bank
• 6 Seminars in 3 regions
– Exit planning for Advisors AM
– Understanding & ...
Case Study Two
• Partnered with a CFP for delivery
• Sponsored by Bank & Estate Planning
Lawyer
• Single Seminar at a reso...
Previous Experiences with
Seminar Marketing
• Key Challenges
Previous Experiences with
Seminar Marketing
• Success Strategies
Previous Experiences with
Seminar Marketing
• ROI and Unique Outcomes
Previous Experiences with
Seminar Marketing
• Barriers to Doing More Seminars
Previous Experiences with
Seminar Marketing
•
•
•
•

Key Challenges
Success Strategies
ROI and Unique Outcomes
Barriers to...
Successful Strategies
•
•
•
•
•
•
•

Position within a marketing system
Define your goals and target audience
Have a clear...
Target Audiences
• Seller Clients
– 3rd party or insider transfers

• Buyers
– controlled or uncontrolled

• Referral Part...
Seller Client Topics
• Flip Chart Exercise
Seller Client Topics
•
•
•
•
•
•
•

Know value and marketability
Process of how to find buyers
Minimize taxes
Risks and pi...
Advisor Topics
• Flip Chart Exercise
Advisor Topics
• How do I help my clients meet their goals
• How do I protect and build my “moat”
• How do I keep control ...
Exercise
• Choose an Audience
• Sellers
• Buyers
• Advisors

• Outline (take 10 minutes)
•
•
•
•
•

Program goals
3 Key to...
Michael F. Coyle, CBI, CExP™

•
•
•
•
•
•
•

Position within a marketing system
Define your goals and target audience
Have...
2013 NEBBA Educational Conference - Marketing with Seminars
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2013 NEBBA Educational Conference - Marketing with Seminars

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2013 NEBBA Educational Conference - Marketing with Seminars

  1. 1. Marketing with Seminars Michael F. Coyle, CBI, CExP™
  2. 2.
  3. 3. • • • • 1031 Tax Exchange Services, Consulting and Training 33 Year History Shared Demographics and Referral Sources Large database and history with referral sources (Lawyers, CPA, Real Estate, Bankers, Financial Planners)
  4. 4. Today’s Objectives Seminar marketing within context of a complete marketing system Seminars as a revenue center and ROI Successful strategies and group exercise to outline seminars Why do, not How to
  5. 5. Your marketing needs to be consistent so that it will reach the owner when he/she is receptive to a conversation You can’t sell your professional services until you have built a relationship with the client that is based upon mutual trust and respect. You need to hear their life story and they need to hear yours. This is best done outside the office.
  6. 6. BOOK YOURSELF SOLID The Fastest, Easiest and Most Reliable System For Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling
  7. 7. ation ound our F ild Y Bu
  8. 8. edibility st & Cr ild Tru Bu
  9. 9. Strategies romotion Core Self-P 7
  10. 10. You uild B ation ound rF
  11. 11. ave a ou H oY D licy? e Po Rop elvet ed V R
  12. 12. W hy now e B uy P e opl Yo u K Do elling? u’re S a t Yo Wh
  13. 13. Bo ig, a B tity? ave den uH Yo nd I Do nal Bra erso ld P
  14. 14. w to w Ho Kno You Do Do? t You Wh a b out alk A T
  15. 15. &C r us t ild T Bu ility dib re
  16. 16. u Know hat Yo nows W Who K ike You? They L & Do
  17. 17. Cycle Sales ave a ou H Do Y rust? u ild s T hat B T
  18. 18. ucts rod ve P Ha ou me? Na oY D our ke Y Ma hat T
  19. 19. ective ve Eff a ou H Can Y tions? nversa les Co Sa
  20. 20. tegies on Stra romoti Self-P Core 7
  21. 21. Ne king wor t
  22. 22. treach t Ou irec D
  23. 23. efer R ategy l Str ra
  24. 24. tegy Stra Web
  25. 25. king Spea ting stra mon De &
  26. 26. iting Wr
  27. 27. Ke ouch n-T ep-I
  28. 28. Marketing Tools I Use Exit Planning Review Newsletter (1025 Subscribers) White Papers for Specific Situations, General Mailings & Articles and Blog Posts Email Notifications (new opportunities, tombstones) Workshops and Seminars • • • Exit Planning for Advisors (accountants, lawyers, wealth planners) Understanding and Maximizing Business Value (exit planning for business owners using BusinessKillers videos and executive exit planning briefing) FamilyMatters video workshop for insider & family transfers
  29. 29. We Are Paid to Deliver Most Workshops •Host partners (banks, law firms, CPAs, industry associations, wealth planners) • We provide the marketing materials, registration process, program materials/content and delivery • They provide the location, food and beverage, mailing costs and a program fee (usually $1-1.5K to us) • All partners get to invite guests and we all meet new possible clients IMHO Workshops Have the Best Return of All Marketing
  30. 30. Case Study One • Partnered with Regional Bank • 6 Seminars in 3 regions – Exit planning for Advisors AM – Understanding & Max Biz Value PM • Paid delivery $4,500 plus expenses, no other costs • Ability to invite my own guests • Exit Planning & Valuation Project, Bought a Business, 75 new client & 18 advisor contacts
  31. 31. Case Study Two • Partnered with a CFP for delivery • Sponsored by Bank & Estate Planning Lawyer • Single Seminar at a resort with F&B • FamilyMatters, 5 business,13 participants – Owner, spouse, siblings, advisors • No fees charged but no expenses incurred • 3 Valuations, 3 listing referrals $4.1M
  32. 32. Previous Experiences with Seminar Marketing • Key Challenges
  33. 33. Previous Experiences with Seminar Marketing • Success Strategies
  34. 34. Previous Experiences with Seminar Marketing • ROI and Unique Outcomes
  35. 35. Previous Experiences with Seminar Marketing • Barriers to Doing More Seminars
  36. 36. Previous Experiences with Seminar Marketing • • • • Key Challenges Success Strategies ROI and Unique Outcomes Barriers to Doing More Seminars
  37. 37. Successful Strategies • • • • • • • Position within a marketing system Define your goals and target audience Have a clear message & compelling topic Choose your partners/sponsors well Employ a process to fill the room Have a follow up strategy in the bag Do it again… only better next time!
  38. 38. Target Audiences • Seller Clients – 3rd party or insider transfers • Buyers – controlled or uncontrolled • Referral Partners – Banks, Accountants, Wealth Planners, Lawyers, Risk Management, Trade Groups
  39. 39. Seller Client Topics • Flip Chart Exercise
  40. 40. Seller Client Topics • • • • • • • Know value and marketability Process of how to find buyers Minimize taxes Risks and pitfalls Understand if net is will meet needs How much will it cost and how much time What are my options, who can do it
  41. 41. Advisor Topics • Flip Chart Exercise
  42. 42. Advisor Topics • How do I help my clients meet their goals • How do I protect and build my “moat” • How do I keep control & be part of the process • Can I earn fees • Do I trust the other professionals involved • Process, cost & time • Specific technical questions
  43. 43. Exercise • Choose an Audience • Sellers • Buyers • Advisors • Outline (take 10 minutes) • • • • • Program goals 3 Key topics Value proposition Resources Program marketing approach & follow up • Share with Us
  44. 44. Michael F. Coyle, CBI, CExP™ • • • • • • • Position within a marketing system Define your goals and target audience Have a clear message & compelling topic Choose your partners/sponsors well Employ a process to fill the room Have a follow up strategy in the bag Do it again… only better next time!

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