Last Wednesday I presented a “Beat The Recession Conference” at Heathrow. It was a half day event co-sponsored by a number of independent accountancy firms, each of whom took tables in multiples of 8 for their clients.
To give you an idea how worthwhile it is to run these kind of events for your clients, let me give you the results of one of the sponsoring firms. This was a small firm and they got eight different businesses to attend – both clients and prospects. From those eight:
PAID FOR MEETINGS – Four businesses have agreed to pay £250 for an initial meeting bundled with a benchmarking report, diagnostic review and some profit improvement software – with every expectation that this is just the beginning of he extra work hat will flow from these clients
FREE MEETINGS - Three businesses have asked for a standalone meeting at no initial cost to address the issues raised at the event – and again their is every likelihood that their initial interest will also translate into additional fees as a result of the meeting
REFERRALS – The practice also received four written referrals to new prospects who they are now following up
NEW CLIENTS - And they are now confident that two of the prospects that attended will actually now become clients
Not a bad return for a half day of effort on the part of the practice.
In my opinion every practice should be running (or at least co-sponsoring) these kind of events for clients. Not every client will attend. Far from it in fact. But so what?! Smaller numbers make it easier to concentrate your follow up efforts on the ones that do attend. And I can guarantee that:
(a) the clients that do attend will be grateful, and
(b) this will translate into new opportunities to serve them and as a result new opportunities to earn additional fees.
If you want some free guidance and templates for running this kind of event, feel free to contact me and I will share with you what is working elsewhere
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