1. Marketing with Seminars Michael F. Coyle, CBI, CExP

2. 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. Todays 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. Your marketing needs to be consistent so that it will reach the owner when he/she is receptive to a conversation You cant 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. 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. ation ound our F ild Y Bu 8. edibility st & Cr ild Tru Bu 9. Strategies romotion Core Self-P 7 10. You uild Bation ound rF 11. ave a ou H oY D licy? e Po Rop elvet ed V R 12. W hy nowe B uy P e oplYo u K Do elling? ure S a t Yo Wh 13. Boig, a B tity? ave den uH Yo nd I Do nal Bra erso ld P 14. w to w HoKno You Do Do? t You Wh a b out alk A T 15. &C r us t ild T Buility dib re 16. u Know hat Yo nows W Who K ike You? They L & Do 17. Cycle Sales ave a ou H Do Y rust? u ild s T hat B T 18. ucts rod ve P Ha ou me? Na oY D our ke Y Ma hat T 19. ective ve Eff aou H Can Y tions? nversa les Co Sa 20. tegies on Stra romoti Self-P Core 7 21. Neking wor t 22. treach t Ou irec D 23. efer Rategy l Str ra 24. tegy Stra Web 25. king Speating stra mon De & 26. iting Wr 27. Keouch n-T ep-I 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. 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 clientsIMHO Workshops Have the Best Return of All Marketing 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. 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. Previous Experiences with Seminar Marketing Key Challenges 33. Previous Experiences with Seminar Marketing Success Strategies 34. Previous Experiences with Seminar Marketing ROI and Unique Outcomes 35. Previous Experiences with Seminar Marketing Barriers to Doing More Seminars 36. Previous Experiences with Seminar Marketing Key Challenges Success Strategies ROI and Unique Outcomes Barriers to Doing More Seminars 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. 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. Seller Client Topics Flip Chart Exercise 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. Advisor Topics Flip Chart Exercise 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. 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. 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!