Preset Appointments
Financial Planning prospects are not always interested in a dinner seminar or an educational workshop. With the right motivation, they will just make an appointment with you.
There are 42,169,565 households in the United States that have liquid assets between $50,000 and over $3,000,000. Many of these households will never attend a dinner seminar or an educational workshop. Some will never respond to any kind of marketing because there is no pain in the household are they have an army of CPA's and Attorneys.
Preset appointments have a cost. You need to market to your audience. Your offer needs to compel them to meet with you. You need to follow up to make sure they will attend the meeting. That can be hard work.
Here's some math to consider: 12 dinner seminars (each month) with 50 prospects to feed, at $20 per plate is about $12,000 per year. 50 attendees will include several couples. Let's use 30 buying units as part of our math.
Of the other 20 buying units, some have an interest but they don't have any pain. You'll need to chase them until there is financial pain or some other event. So you let's say you made 10 appointments. Mathematically, for 10 appointments, you bought 50 meals at $1000.00 or more.
Would it be better to cut that $2000 in half and save as much as $6,000 per year?
On the other hand, if the prospect called a 24/7 call center and booked the appointment in one call? They book based on openings on your calendar are which are preset by you so you're available.
Your marketing collateral will tell the prospect exactly how the process works. It also tells them to be eligible for any incentives, they must agree to bring financial statements to the meeting and give you a chance to review the statements. Remember, these people want help and they simply won't attend a group meeting.
Over 42,000, 000 households in the United States have liquid assets between $50,000 and over $3,000,000
All 30 buying units will not make an appointment. It's probably safe to say that 10 of them came for food and are now history. You'll never hear from them again until they show up at your next seminar and eat more of your food.
