This December 15 workshop on Get Applause Marketing shows you how to book your groups solid with potential clients
Learn Trade Secrets of Turning Your Expertise Into Great Business Leads
Are you struggling to find enough new clients?
The number one challenge for consultants, independent professionals and small service business owners is creating new clients. However, many people who need clients feel marketing is too time consuming, expensive or undignified. Even if they try a marketing or business development program, most are frustrated by a lack of results. They even worry if marketing would ever work for them.
Just how do you market the business when you are the business? Time and money are too precious to waste. Networking is just not working like it used to.
You are cordially invited by the Southern California Emerging Business Association (www.sceba.org) and Association of Professional Consultants (www.consultapc.org) to a special all-day workshop:
“How To Win Clients Through Speeches and Seminars”
9 am to 5 pm Friday, December 15, 2006
Presented at Pepperdine University
18111 Von Karman Ave., Suite 209
Irvine, CA 92612
Benefiting
APC members, Pepperdine students and alumni, and SCEBA members click here to register now for this event
All others click here to register now for this event
Let our panel of experts show you how to use public speaking to position yourself as an authority that attracts clients like magic. In this all-day workshop you will learn how to sell more products and services, obtain valuable publicity, generate business leads, build your reputation and even promote a favorite cause or issue through speeches and seminars.
Most important, you will learn a system for filling the groups you speak in front of with qualified potential clients.
If you’re a consultant, independent professional, business coach, service business owner, trainer, author, speaker or infopreneur of any kind, this workshop is designed specifically for you. Or maybe you’re reading this because you’ve had the urge to lead workshops or retreats…to connect on a profound level with a group of people for a few hours, or a full day or even a weekend. For that I applaud you.
You know, promoting your business with groups is the best way to build credibility and keep your pipeline filled with qualified prospects. The struggle is how to put on and promote seminars and events that potential clients will actually attend. Find out the trade secrets of today’s most successful consultants, coaches and professionals at this all-day workshop presented in conjunction with the Orange County Chapter of the Pepperdine University Alumni on December 15, 2006 at the Irvine campus of Pepperdine University.
 
Hi, my name is Henry DeVries, founder of the New Client Marketing Institute. I have a 16-year track record of successfully teaching consultants, independent professionals and service businesses how to turn their expertise into great business leads. It is an honor to lead this workshop.
My first book, Self-Marketing Secrets, was a business best seller in the early ‘90s that was sold around the world (they even translated the book into Chinese). Today, as an adjunct professor of marketing at two California universities and a graduate of the Leading Professional Service Firms Program at the Harvard Business School, I teach the latest research on the best ways to find qualified prospects.
During the 125+ speeches I give each year I share more than 1,000 pragmatic strategies to achieve marketing returns of 400% to 2,000%. Through my 25-year marketing and business career I have researched specific systems, behaviors and best practices that can launch consultants and professionals into extraordinary success. These I shared in my latest book, Client Seduction, published in 2005.
Prior to founding the New Client Marketing Institute in 1999, I was a senior executive at a $5 billion financial services organization and used these systems to generate more than 100,000 qualified leads a year. I also was president of an advertising agency where my systems helped double billings from $4.5 million to $9 million and land the firm in the Ad Age 500.
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Today my coaching clients are in all parts of U.S. and range from Fortune 500, Inc. 500 and billion-dollar corporations listed on the New York Stock Exchange, to small consulting firms and solo practitioners.
“Your ideas in the past year on how to promote our services through educational forums like Webinars have been real winners. These events have boosted sales and helped position us as the thought leaders in our industry. The response rate for these online seminars has ranged from 2.1% to 7.5% and our return on investment to date has been more than 2000%. Your ideas on combining proprietary research on customer relationship management with how-to advice from our senior executives has garnered coverage that really boosts our credibility with potential clients.”
Natacha Hosy, Harte-Hanks Market Intelligence |
For those who have attended my past workshops, please know that there is a great deal of information at this event that I have never shared before. This workshop consists of 3 parts and a networking lunch:
PART 1: Attracting Your Perfect Audience
You need to follow a proven system if you are staging an event and want a perfect audience. We're talking about literally any group you've got to fill:
- free teleclasses
- paid teleseminars
- Webinars
- group coaching programs
- action groups
- membership sites and groups
- live retreats
- live seminars
- live feeder talks
- live longer events (3-4 days)
- classes
- support groups
- author talks
The best proactive lead generation strategy is to regularly demonstrate your expertise by giving informative and entertaining talks in front of targeted groups of potential new clients. The trick is developing a topic that will draw the right audience and then filling the group without breaking the bank.
PART 2: Where to Find and Create An Audience
You will learn the top places to find or create your perfect audience, including detailed filling group strategies for:
- Small-scale seminars and group consultations
- Public seminars that you or others promote
- In-house company workshops
- Local and national association meetings
- Radio and television shows
- CEO peer group meetings
- College courses and extended education programs
- Public workshop companies
- Chamber of commerce events
- Teleseminars and Webinars
- Promoter 50/50 seminars
- Pre-recorded audio and video products
- Service club speeches
- Multi-level marketing organizations
- Churches
PART 3: How to Turn Audiences Into Clients
Being educational is great, but being persuasive is better. At the workshop you will learn strategies and tactics for promoting your business with speaking, including:
- Picking topics that attract audiences like magnets
- Tips and tools for getting a marketing ROI of 400% to 2000%
- How to fill your pipeline with qualified prospects in 30 days
- Presentation elements that pre-sell prospects
- How to be a perfect audience bloodhound
- Special strategies for professionals, consultants and coaches
- Seven deadly sins of speaking and how not to fall prey
- The easiest way to get in front of potential customers
- When to speak for free and when to speak for a fee
- Ideas that don’t cost you a penny yet really get attention
- How to stand out from other speakers promoting their business
- Creative ways to use testimonials in speeches that build credibility
- Three ways to turn customer pain into marketing gain
- The quickest sure-fire way to alienate your audience
- How to offer freebies that build your list of business leads
- Ways to stay in touch with prospects so you stay on their radar screens
- Speeches that create thousands of dollars in publicity
APC members, Pepperdine students and alumni, and SCEBA members click here to register now for this event
All others click here to register now for this event
Plus, you get to attend a special networking roundtable lunch with fellow business people who speak to promote their business and people who book speakers for associations and conferences. This is your chance to swap tips, contacts and best practices that will improve your ability to generate leads and increase revenues. Lunch is included in the workshop fee.
"As a high performance coach for CEOs, I know high performance when I see it. Thanks to the help of Henry DeVries and the team at the New Client Marketing Institute I was able to add more than $100,000 in additional income in two years."
Boaz Rauchwerger, Speaker, Trainer, Consultant and Author
www.boazpower.com |
So you may be wondering…can this really work for the typical consultant or business development manager?
One day I was taking my two teenage sons from our home in San Diego to Disneyland. Along the way I stopped to give a speech to a group of Orange County business owners while the boys munched on a fast food breakfast in the car. While that speech generated five figures worth of revenue for me as I picked up various paid speeches and consulting work as a result of my talk, the speaking fee was a few hundred dollars.
As I came back to the car I tucked my honorarium check (more honor than rarium) in the glove compartment. My older son asked about the check and I told him these business owners actually paid me to market my services to them. “Sweet,” said my son, “that is the perfect crime.”
The Five Ways To Get Paid To Market
Here are some more examples of this perfect crime, committed by coaching clients I am especially proud of. One consultant I coach complained that he wasn’t getting any consulting business for the past six months from a Fortune 500 client. There are more ways to get paid than straight consulting, I told him.
Did you know that often companies that don’t have money for consultants have money in their training budgets? So he organized a seminar, held the event near the company’s headquarters and sold 11 seats for $600 a piece to that same Fortune 500 client. After the event several attendees found some budget and he landed about $75,000 in consulting projects. Later he charged another client $1,500 for a 90-minute talk (he is worth much more) at a company meeting that will net him consulting contracts in the five figures.
An independent professional I coach was able to double her revenue in a year (we’re talking well over $100,000 more) just by having different conversations about her pricing with potential clients. Actually, when she raised her rates, it was a signal to the business community that she was in demand and a hot commodity.
But alas, how to make even more money? Of course she realized there are only so many hours in a week (168, to be precise) and only so much you can charge clients per hour. To increase her revenue she needed to leverage her time. She created some self published guide books and started offering her expertise through workshops. Soon she added the power of affiliate relationships. This leverages her time and she is creating new streams of revenue.
Here are five ways to get paid to market:
- Keynotes and breakouts at association and trade group meetings. A keynote is typically 30 to 90 minutes and usually focuses on a broad topic of interest to all attendees. A breakout session is one of the side sessions at a meeting and last from 45 to 90 minutes. This is the glamour field of professional speaking. Competition is fierce and the big fees go to celebrities (the group is trading on their star status to attract attendees). I put speaking at Vistage groups (formerly TEC) of about a dozen company presidents for half a day at $500 per speech in this category.
- Corporate training. These are typically half-day or full-day seminars and workshops conducted for a private client, usually a corporation, for a group of its employees. This might be the most lucrative field for speaking because there are many companies that have training budgets. Several of my clients who make hundreds speaking for Vistage make thousands when they deliver the same presentations to companies. This one-two punch has made several clients an extra $100,000 per year.
- Sponsoring your own public seminars. This is typically a full-day seminar or workshop where registration is open to the public. You market the event and earn a profit (or loss). This business is about putting fannies in seats. Many times it is a break even proposition getting the attendees there, and then you make your real money selling information products and consulting services at the back of the room after the event is over. Fees can range from $800 to $1,000 per day per attendee all the way down to my three-hour Lunch and Learn seminars for $25.
- Teaching at colleges and for public seminar companies. An alternative to running the seminar yourself is to find a sponsor. This might be for a company like Career Tracks or The Learning Annex. Or you might approach the adult education marketplace through a college or university extended studies program. Typically you might earn 25 percent of what the students pay all the way up to $1,000 for a day.
- Speaking at fundraising workshops where you split the gate. Another alternative to running the seminar yourself is to approach a trade group or association and offer to stage a fundraising seminar. They promote the event to their constituents and you agree to split the profits (typically 50/50 and you may or may not offer them 10 percent of any informational products like books and CDs that you sell in the back of the room after the event).
Special Free Offer
And just in case you’re still waffling about this because you’d like to SEE what we teach, well…have a free sample. Click on this link www.newclientmarketing.com to download a free 45-page marketing plan guidebook (a $15 value) that includes the top 27 streams of revenue for consultants and professionals (which we teach in detail at the workshop).
Have You Tried This and Not Enough People Came?
Have you tried staging your own seminars and were frustrated by poor attendance? This happens at first to many who try this without the right target market or offer. Or maybe you don’t even know where to start. All you have to do is follow the steps this workshop will teach you.
Believe it or not, you don't need to run expensive ads to fill your groups. This system that we will cover in the workshop is designed to run like a charm without ads. You will never, ever be asked to spend a penny on them, including pay-per-click ads like Google Adwords.
Instead, you will be asked to spend a small amount on professional graphics, and possibly some news releases.
You'll learn what to do seven months out, or four months out, or 14 weeks out, 10 weeks out, 8 weeks out, the day before the event and so on … so you can sell out group after group.
This workshop lays it all out in a clearly designed progression of events, each one designed specifically for the type of group you're planning, whether it's live or virtual.
“My revenues for 2005 will be at least double to what they were in 2004. Henry's program isn't for the faint of heart. You have to be disciplined and do what he recommends in a systematic way. And you have to add your own brand of magic to the equation. But the lessons you learn will deliver the results he promises if my own experience is any indication."
Nancy Juetten, Nancy Juetten Marketing
www.mediasavvytogo.com
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This Workshop Is Not For Everyone
This workshop is not for those who want to calm their nerves as they approach a podium. There will be no words of wisdom about how to conquer those common fears of public speaking (I hear Toastmasters is great for that). This is about professional speaking, not public speaking. This is for professionals and consultants who know that promoting their business with public speaking is the best way to build credibility and keep their pipeline filled with qualified prospects.
“I attended Henry’s half-day presentation to the PRSA San Diego chapter this summer and walked away with so many solid, business-generating ideas that I knew my practice would grow to the next level. And it has! Henry’s ideas are energizing, make sense and best of all, make money. If Warren Buffet is the guru of stock investing, then Henry DeVries is the guru of how to win clients. He knows how to do it. He gave me an idea that cost me $150 per month that immediately netted me an $18,000 contract (with an option to renew for another $18,000 in six months).”
Marisa Vallbona, APR, CIM Incorporated |
Answers To All Your Questions
This is not one of those workshops where they get you pumped up but fail to give you any real answers. This is not a pitch fest for a whole bunch of products and services. We will honestly and completely answer all questions including:
- How do I get anyone to pay attention to my event in the first place?
- How do I get a list together to mail to … when I have no one at all?
- Where are these people going to come from?
- When do I call the media?
- Can I even call the media?
- What should I say if they actually answer?
- What do I do my free teleclass about?
- How much info do I give away without hurting my follow up sales?
- How do I get people to show up for a group event in the first place?
Need more information? Here is what some people are saying about the Get Applause Marketing approach to finding clients:
"As you promised, I've had to do work on my part. But it is work that has yielded far greater results than it could have on my own; this is because of all the work you do, your experience and your systems. We saw 5 times ROI within the first 12 months we began working with you, and with your help we were able to double the size of our business in a little over a year."
Steve Fabry, President, Master Manuals, Inc.
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Here are a few more of the things the workshop covers:
- How to design a free feeder talk, so you can attract paid attendees
- How to craft a great pitch letter to local, regional or national media
- How to use online sites to sell your local live event
- How to price your event to sell out
- How to create a press release that's going to get coverage for your event
- How to build an online sales page that gets amazing results
“Your new-client-generating process has created a real advantage for us in the marketplace. With your coaching and program we've developed a very successful lead generation program that has produced more than 100 seminar attendees to date, along with a good increase in qualified prospects and conversions rates. Overall we estimate that our closed deals have increased by about 25%, and the quality of our leads has dramatically improved. Of course we've also closed several good deals as a direct result of the seminar program, not to mention the increased deal flow we are getting from the other outbound marketing efforts you have coached us on."
C. David Brown, Solutions Consulting Group
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But How Much Does This Workshop Cost?
You probably think this is going to cost $1,000 for the day (I’ve charged that and gotten it). To give you an idea, consider this: Clients have paid us upwards of $60,000 for our consulting on this topic. When working in small group consultations, we have charged $1,950 per company for a two-day retreat.
With that being said, we’ve packed the most important and powerful lessons we share with our clients into this program. We are offering it for a discount because it is being videotaped and we want a great audience. The workshop is also a fundraising event for APC, SCEBA and is presented in conjunction with the Pepperdine University Orange County Alumni Chapter.
The early bird registration cost is $109 for APC members, Pepperdine students and alumni, and SCEBA members before December 7; $137 until December 14 and $177 at the door.
The cost is $137 for non-members before December 7, $177 until December 14 and $200 at the door.
A networking lunch will be provided and parking is compliments of Pepperdine University.
APC members, Pepperdine students and alumni, and SCEBA members click here to register now for this event
All others click here to register now for this event
You might wonder why the cost is so low, and the reason is I really want a lively audience for the DVD I am making to sell. And if that’s not enough, we have three more bribes for you…
Special Bonus Gift #1 An audio CD entitled “Help and Grow Rich,” which demonstrates how to deliver persuasive presentations ($20 value)
Special Bonus Gift #2 A special report on my top “102 Rainmaking Ideas”($10 value)
Special Bonus Gift #3 A special report on “How To Become A Published Book Author In As Little As 90 Days” ($10 value)
“Iron Clad, Pain-Free, No Hassles Guarantee”
You Just Can’t Lose With Our Simple Risk Free Guarantee
If you are not happy with the workshop for any reason at all, please alert us that day and we will find a way to satisfy you or provide a full refund immediately. No hassles, no hard feelings. You can keep the course materials and the bonus gifts too.
One word of warning. Seating is limited at this venue and we don’t want to pack people in like sardines. We will only take 50 attendees for the event and this has to be on a first come, first served basis.
We accept VISA, MasterCard, American Express and PayPal (and so should you—we’ll show you the best way to do it too).
APC members, Pepperdine students and alumni, and SCEBA members click here to register now for this event
All others click here to register now for this event
If you want to make sure this program is for you, then please call Henry DeVries at 800-514-4467 for a no-cost consultation.
All the best,
Henry DeVries
Founder, New Client Marketing Institute
P.S. Again, we feel so strongly that you will experience such powerful results that we are offering this training with a risk-free guarantee. This workshop will teach the insider secrets of filling groups that turn into clients. We will lead you to great leads, guaranteed. If you are not completely satisfied that day we will refund ever penny you paid and let you keep the course materials.
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