This document provides information and recommendations for overcoming common objections to registering for educational programs, including seminars, conferences, and online programs. It identifies the nine most common objections such as not believing in the provider, thinking the program won't provide new information, or that it is not applicable to one's specific needs. The document then provides suggestions for website content and marketing strategies to address these objections for different types of programs. This includes using testimonials, providing detailed agendas and speaker bios, offering discounts, and options for those who cannot attend in person.

1. Ralph Elliott, PhD
Vice Provost and Professor of Economics Emeritus
Director, Seminar Marketing Institute
Copyright 2009 -2013 All Rights Reserved

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3. Agenda
The Nine Most Common Objections to
Overcome at Your Website
Overcoming Objections for Seminars
Overcoming Objections for Conferences
Overcoming Objections for Online Programs
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4. Nine Most Common Objections to
Registering for a Program
1. I don‟t believe in the program provider
2. I don‟t think I‟ll get anything (or enough) out
of this program
3. These people can‟t tell me anything I don‟t
already know
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5. Nine Most Common Objections to
Registering for a Program
4. It looks like a comprehensive program, but
it won‟t help me with the problems I have
today
5. It‟s a nice program for everyone else, but
it‟s not geared to my specific needs - most
of it will be a waste of my time
6. I don‟t have time to attend
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6. The Nine Most Common Objections to
Registering for a Program
7. I can‟t afford to go
8. Same old thing
9. It‟s not at a convenient time or place
10. What are the objections you find?
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10. Seminars and Overcoming
Objections at Your Website
Usually one or two speakers
Held at multiple dates and locations
Available for in-house presentation
May have limited enrollment
Speaker bios are very important.
Several seminars may equal certificate
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15. Organize the
testimonials for the
reader around the most
common objections
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TITLE COPY. What are five snappy, benefits-laden
titles for your topics?
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Speaker Promo Copy Form

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What
Whether
Who
When
Where
How
A special
Why
Tested
BENEFITS LIST COPY. List at least 13 specific and
concrete advantages your audience will gain from
your presentation. Use the following words to
stimulate your thinking.
Speaker Promo Copy Form

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GUARANTEE COPY. In this section, list two
promises you make to your audience about
your presentation. “When you leave my
session, you will …”
1. ___________________________
2. ___________________________
Speaker Promo Copy Form

29. Conferences and Overcoming
Objections at Your Website
Often an annual event
Multiple speakers and topics
Back-to-back or concurrent speakers
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30. Conferences (continued)
Sponsorship support
Networking very important
May have several „big name‟ keynotes
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31. Conferences (continued)
May be venue driven
More elaborate marketing plan
Promote team attendance
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32. Conferences (continued)
Post-conference resource center
Requires “conference producers”
Gross profit margin usually 40% to 60%
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33. Conferences (continued)
Usually have pre- and post-conference
workshops
May have a planning committee or an
advisory board
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34. Conferences (continued)
Table-top displays or exhibit hall could be
included
Usually expect to have a greater “buzz”
surrounding a conference vs. a seminar
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35. Website Content for Conferences to
Overcome Objections
1. Venue and date
2. A strong call for action
3. Agenda (Blow by Blow)
4. Early bird discount
5. Social Media Links
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36. Website Content for Conferences to
Overcome Objections
6. Why attend
7. What‟s unique
8. Profile of past attendees
9. Cancellation policy
10. FAQs
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37. Website Content for Conferences to
Overcome Objections
11. Video testimonial
12. Written testimonials
13. Award information
14. Q and A with speakers option
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38. Website Content for Conferences to
Overcome Objections
15. Download center
16. Press and media page
17. Media sponsors page
18. Photo gallery
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39. Website Content for Conferences to
Overcome Objections
19. Forward to a friend ( viral marketing)
20. Podcast overview
21. Show related events
22. Guarantee
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40. Website Content for Conferences to
Overcome Objections
23. Team Attendance
24. Networking opportunities
25. Bring some of the topics on-site
26. Option for those who can‟t attend
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45. Capture Details on the Prospect
Before You Allow a Download???
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47. Provide a
Visual
Profile
Have a
USP
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49. Signs on Each Table for Networking
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All Pics Should Have a Caption

51. Standing Room Only
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52. Press and PR Info Give Your
Conference More Status
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54. Meet me at
88x33
Meet me at
88x33
Meet me at
120x50
Meet me at
120x90
Meet me at
120x240
&
European Text
Analytics
Summit
120x240
Meet me at
125x125
&
European Text
Analytics Summit
125x125
European Text
Analytics Summit
250x125
European Text
Analytics Summit
300x240
European Text
Analytics Summit
250x250
European Text
Analytics Summit
120x600
European Text
Analytics Summit
234x60
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55. Show visual
image of
meeting
area,
breaks,
reception,
and
sponsorship
area
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58. Provide a “Can‟t Attend” Option
..Allows People to Listen and View
the Conference
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59. Promoting Online Programs
Sales cycle may be much longer
May entail multi-step marketing
Drive traffic to a special landing page
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61. Promoting Online Programs
Collect Inquiries for follow-up
Follow-up may be more „labor intensive‟
Online chat option seems to be a „best
practice‟
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64. Your Online Marketing Websites to
Overcome Objections
Content relevance
Excellent writing quality
Navigation simplicity
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65. Your Online Marketing Websites to
Overcome Objections
Ease of form completion and quality of your
email response
Effective site search engine
Search engine optimization elements
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