BUSINESS
A fresh take on seminars
to grow clientele
“For seminars to
be most effective,
whether digital or
live, the event should
not be used to ‘sell’
your service. The
primary objective
should be education.”
Joe Elsasser, CFP
Joe is founder and president of
Covisum®, a financial tech company
focused on creating software that
improves lives through better
financial decisions. Covisum helps
financial advisors serving clients
in or near retirement and powers
some of the nation’s largest financial
planning institutions. Contact Joe
at [email protected]
Despite chatter to the contrary, live and virtual seminars are still an incredibly effective tool
for advisors looking to grow their business. In fact, as less advisors continue to offer these
events, there is increasing need and demand for free educational seminars. For seminars to be
most effective, whether digital or live, the event should not be used to “sell” your service. The
primary objective should be education. By offering free educational seminars, you will position
yourself as a helpful resource and build trust. Attendees will naturally gravitate towards your
expertise when they have questions about their financial plans.
Topics that make a difference
To make the most impact, choose seminar topics that will make a measurable difference
for the audience’s financial well-being. Discuss subjects that clients frequently have questions
about. When they hear you address their concerns directly, they will be more receptive to your
insights about things they haven’t thought about.
Suggested seminar series
Social Security Claiming Strategies: Most people begin collecting Social Security
earlier than their full retirement age. Use presenting on this as an opportunity to meet
prospects and discuss strategies.
Tax-Efficient Retirement: Many retirees have questions about how changes created by
the recent Tax Cuts and Jobs Act will affect them. When you present the facts on how
taxes really work and the impact of the new legislation, you show clients your value.
Portfolio Risk Analysis: Advisor-client discussions are changing, and, many clients are
asking questions about what will happen to their investment portfolios in the next
market crash.
Long-Term Planning: A single unexpected extended-care event can derail a retiree’s
entire financial plan. Show how proper retirement planning steps can mitigate risks.
Estate Planning: Ensure that estate administration, taxes, powers of attorney and other
legal documents communicate your clients’ current wishes. If this isn’t your area of
expertise, consider bringing in an attorney to co-present with you.
Medicare Planning: Clients and prospective clients have questions about Medicare.
Help retirees and pre-retirees in your community navigate the complexities of the
Medicare system.
Since the objective of your seminar is to educate, it can be helpful to partner with your
public library, a community college, or local university. Oftentimes they will help promote in
their newsletter, on their social media pages and website, lending additional credibility.
Spread the message
Technology can quickly amplify and strategically place your message. Launch a digital
marketing campaign and create emails inviting attendees and outlining key learning points.
Include information about your seminar series to your website and any client communications,
such as newsletters or blog posts. You should also promote on your social media channels.
Following your seminar, use evaluations to create a list of qualified leads.
Technology has shifted seminars from the top of the marketing funnel to the bottom,
however offering seminars in your community can still help you build trust, establish
credibility, and develop meaningful and lasting relationships with clients.
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