Seminars and Referrals

As a producer, I am offered many different kinds of offers to teach me how to market better. They come to me from a large number of FMO's located across the country. I actually experiment with each one to determine the effectiveness of the offers. I can confidently say that the two most effective ways to reach prospective clients are referrals and seminars. There may be a few techniques for prospecting that I write about in National Underwriter, but they are mostly personal contact. Here's why seminars are so effective. When you are trying to offer your service to the general public, you should try to narrow your marketing efforts to the most refined group possible. Only direct mail has the ability to refine your target market with any real accuracy. When you mail say 5,000 pieces of mail, you are targeting the right group, and there may be only a relative few who might be interested in following up; maybe 1%. Theat means we have effectively eliminated 4,950 people who are not ready to come and see what we have to say. We can spend our time meeting with clients and doing our research and case design without worrying so much about who we are going to see next.