How to organize a successful and professional seminar

To sell effectively in any environment, companies must project a clear sales message to groups of potential customers. The most cost-effective method of doing this is a professionally organized seminar, which is tailored specifically to potential customers’ areas of interest and offers an unparalleled opportunity to explain “up front” what the company stands for and describe its solutions and services.

Seminars, run by experts, will also provide detailed feedback on the real needs and attitudes of potential clients and can offer the opportunity to meet other key players within the target organisations.

However, to achieve the greatest effect, a seminar should address a specific business area; Not only is this more engaging for the audience than a general meeting, but it also allows you to structure the event for the highest levels of presentation.

The way the event is planned and organized is as much a reflection of the quality and capability of the company as any other activity undertaken, and planning and attention to detail are by far the most important ingredients.

So what are the essential steps and areas to consider when hosting a professional seminar? (This list is a guide and is by no means exhaustive)

Understand the importance and purpose of goal setting

The most important first step is to set goals, so that the success or failure of the exercise can be compared later.

The five must-haves for setting goals

or Objectives have to have a numerical projection of the expected results

or they have to be practical

or they have to be difficult but possible

or they have to be exciting

or they have to be big

Planning Objectives

o What are the marketing objectives for your seminar?

o How will these goals help you maintain or increase your share of sales?

o What new and existing concepts, solutions, features and services will be included?

o What will be their order of importance in relation to the invited public?

o What is the description of these concepts and solutions in terms of function, benefit and price?

o Who will be the key people in your seminar?

o What are their buying habits, preferences and needs? Are these changing?

o Where is demand increasing? Where is it decreasing?

o Why should your customers buy from you instead of your competitors?

o What are the strengths, weaknesses and trends of your competitor?

o What sales aids should I use?

o Who to invite

o When to hold your seminar: timing is key

o Where to hold your seminar: identify a suitable location

o Finances and costs

or Organization

o Speaker selection

o Input from industry specialists

o Support from manufacturers/distributors

or Advertising

Main objectives

o Check that your concept supports your original goal which, in turn, supports your marketing plan

In Summary: Remember –

Every seminar presentation is a sales opportunity and should be structured as a sales vehicle.

Copyright © 2006 Jonathan Farrington. All rights reserved