They are an opportunity to meet with an important audience on, what must feel like neutral terrain. The lure is information about a topic of interest to your prospects. Their payment to the seminar sponsor is to endure a short commercial about a product or service. Sales seminars advance prospects along the sales continuum by establishing trust in the marketer.
Seminars turn a faceless vendor into familiar people.
To be effective, seminars should have an educational intent wherein attendees learn new facets of a topic of common interest. In many categories, including financial services, technology, industiral equipment and others, sales cannot be consummated until the trust of the prospect is earned. To establish trust, the featured speaker should be a widely known expert, author or journalist. Properly promoted, prospects will attend to learn from the expert. After the featured presentation, the speaker passes off his credibility to a company spokesperson who may make a brief presentation on the sponsoring company s offerings.