Roundtable Dinners – The Seminar Alternative: Part 3
In Part 1 of this series I explained what goes on behind-the-scenes before your actual dinner. In Part 2 I walked you through the dinner itself, giving you tips and pointers on how to make it as effective as possible.
In the final part of this article series, we’re going to get into what you need to do in order to follow-up and close the sale!
Step Five: BACK-END ANALYSIS
The first thing to do after your dinner is to go home and relax. You put in a lot of prep work and time into this dinner, so enjoy a little time off. The next workday, however, you’ll want to start with an “autopsy” on your Roundtable Dinner™. Reflect on the things you did well, and the things you did poorly. Learn from your mistakes. A thorough back-end analysis is a good habit to get into after any marketing or advertising venture. Analysis will accelerate your progress, because it is the only way you get better.
Another back-end task is List Management. When you have good success with an event, you’ll want to use the same mailing list again and again. Of course, you’ll need to eliminate people that attended and people that contacted you and said they weren’t interested. Again, it takes time and elbow grease not something other marketing companies usually tell you. But it works.
Step Six: LEAD NURTURING
Here’s the big problem many of you face: What if the prospects don’t close right away? There is a solution! In our experience, most of these leads are simply dropped and not followed up with. Here’s what happens. You fork out the cash for the dinner/seminar/whatever. You spend time enlightening your guests about the issues they face. They are thankful for the information, but don’t close right away. Then, you don’t find the time to follow up with the prospects. Now the door is open for someone else to come along and harvest all of the seeds you planted. The time and money you invested is lost while the next person to come along reaps the fruits of your labor. Don’t let that happen to you.
Here’s how to avoid it:
- Make an initial follow-up call to all prospects that attended
- Take your list of attendees and send them continual light touches for you. These can be informative and helpful follow-up postcards, letters or emails that to build your persona as a trusted expert.
It can get a little complicated to set up a good follow-up system, but it is SO important. On the plus side, it is usually just a lot of upfront work and very little maintenance. What you need to do is contact your direct mail and email marketing providers (or get direct mail and email marketing providers). Some companies (like our parent company PostcardMania) offer both of these essential marketing services. Discuss with your consultants how to set up a leak-proof follow-up system so that you can catch all the sales you create, and not leave them for someone else to pick up. If you consultant can’t help you with this get a new provider! You need expert marketing help, and you shouldn’t have to pay for it.
For a FREE Roundtable Dinner Marketing Program consultation, call RocketPrint & Mail at 1-800-442-0112!