Consultative Broker Briefing - V. III, No. 10

The Consultative Broker™ Briefing
Volume III, Number 10
A Free Publication of C.R. Ekern & Company
888.670.1177
www.crekern.com
Copyright, C. R. Ekern & Company, 2001

"Seminar Selling - One of the Five Pathways to New Business"

Consultative Brokers know that there are only five ways to write new business. We call these the Five Pathways to New Business. These pathways are: Active Prospecting, RFP Response, Seminar Selling, Networking and Cross-selling. The firms and individuals that master these pathways will prosper in the future.

Seminar selling is one of the most effective ways of developing new quality opportunities and clients. Firms that are skilled at this know the advantages:

The arrangements for the venue reflect on their culture
Clients and prospects interact in a professional setting
Seminars create passive opportunities and are invitations to events
Prospect and client relationships are built throughout the firm
The speakers provide credibility for the firm

The producers that participate in these seminars by inviting prospects and clients are highly successful in reaping the benefits. As a producer/broker, I was able to generate over $150,000 of new commissions directly from seminar selling. There are many producers that consider seminar selling to be an integral part of their new business strategies.

Here are some suggestions for planning a rewarding seminar:

Select a topic that appeals to a broad audience and contains issues of interest. Frankly, a seminar on insurance will not cut the mustard. The most successful ones in recent years were on such subjects as executive risk, mergers and acquisitions, employer’s liability, environmental issues, or alternative risk financing for the middle market. How about a seminar on disaster recovery or protection against terrorism?
Choose a location that reflects your culture. The venue that you chose will say quite a bit about your firm. Don’t forget to include a morning continental breakfast – it’s a great networking opportunity.
Involve presenters that bring luster to your firm. Include in your program some of the top experts in your marketplace. By involving some of the top legal, accounting, and compliance experts, you will demonstrate your ability to provide valuable resources. Also, these experts may invite some of their clients and prospects to your event, bringing additional visibility and production opportunities to your firm.
Invite a high level prospect and client base. If you have done the right preparation, this is merely a matter of inviting these prospects and clients to your event. You will be amazed at the caliber of attendees that appreciate having access to top quality information.

Of course, the critical aspect of a successful seminar is the participation of producers. Your involvement in using the seminar as a prospecting vehicle is what makes these events great. As Consultative Brokers know, the quality and number of seminar attendees are what create revenue. Don’t miss the boat this fall. Now is the time to begin planning one of your firm’s Five Pathways to New Business.

Best regards to all Consultative Brokers,

Rob Ekern
President
C.R. Ekern & Company

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Consultative Brokerage® Techniques are utilized by agents and brokers across North America in the development and retention of upper middle market revenues. The Consultative Broker Briefing is delivered electronically free of charge to selected agents, brokers, and other insurance professionals across North America. To subscribe to The Consultative Broker Briefing, please click here.

Thank you.
C.R. Ekern & Company