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

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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. Today’s 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 can’t 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
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9. Strategies
romotion
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7

10. You
uild
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ation
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12. W hy
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P e opl
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elling?
u’re S
a t Yo
Wh

13. Bo
ig,
a B tity?
ave
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nd I
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14. w to
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alk A
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ild T
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ility
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hat Yo
nows W
Who K
ike You?
They L
& Do

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Sales
ave a
ou H
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rust?
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hat B
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18. ucts
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19. ective
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tions?
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Sa

20. tegies
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Core
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21. Ne
king
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22. treach
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irec
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23. efer
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24. tegy
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25. king
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ting
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&

26. iting
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27. Ke
ouch
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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
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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
clients
IMHO
Workshops Have the Best Return of All Marketing

31. 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

32. 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

33. Previous Experiences with
Seminar Marketing
• Key Challenges

34. Previous Experiences with
Seminar Marketing
• Success Strategies

35. Previous Experiences with
Seminar Marketing
• ROI and Unique Outcomes

36. Previous Experiences with
Seminar Marketing
• Barriers to Doing More Seminars

37. Previous Experiences with
Seminar Marketing
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Key Challenges
Success Strategies
ROI and Unique Outcomes
Barriers to Doing More Seminars

38. Successful Strategies
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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!

39. Target Audiences
• Seller Clients
– 3rd party or insider transfers
• Buyers
– controlled or uncontrolled
• Referral Partners
– Banks, Accountants, Wealth Planners,
Lawyers, Risk Management, Trade Groups

40. Seller Client Topics
• Flip Chart Exercise

41. Seller Client Topics
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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

42. Advisor Topics
• Flip Chart Exercise

43. 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

44. Exercise
• Choose an Audience
• Sellers
• Buyers
• Advisors
• Outline (take 10 minutes)
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Program goals
3 Key topics
Value proposition
Resources
Program marketing approach & follow up
• Share with Us

45. Michael F. Coyle, CBI, CExP™
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•
•
•
•
•
•
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!