The title of this book may be a little ambitious, given its promises. But there is no doubt that Adri Miller-Heckman’s Seminars for the Financial Advisor: Build Your Business with Events and Create a Referral-Generating Machine can help you build your financial advisory practice if you follow the plan as outlined.

Investment Executive has published reviews of other books on the topic of seminars in the past, but what I like about this one is that it is more than a simple “how to” guide. Miller-Heckman’s process is built around the notion that first you decide what you want to accomplish — new-client development, education, client appreciation, etc. — and then put together a solid marketing framework that consists of multiple seminar-type activities employed in a co-ordinated strategy.

Research shows that a series of such events, some large and some small, consistently applied over an extended period of time will vastly improve the probability of success in any seminar program.

Specifically, Seminars for the Financial Advisor recommends an integrated program consisting of:

> Monthly Workshops That Use Interactive Meetings To Educate Attendees On A Specific Financial Topic. A conference room is an appropriate setting for an audience of up to 20. Workshops can become repeatable events that you host on a regular basis and can serve as “feeder” occasions for people just developing a relationship with you. Such workshops are generally conducted by the advisor, with the overall objective of developing new clients.

> Formal Events That Take Place At More Prestigious Locations. Held at venues such as high-end restaurants, museums and art galleries, these events are often built around a meal, with attendees limited to 10 or 15. These gatherings are more prim and proper than a workshop, although the former can also be educational in content and feature an outside speaker as well as the advisor. These events are often appropriate for client appreciation.

> Cluster Lunches. Smaller and less formal, these are light lunches with attendees who fall into a narrow group with some sort of shared interest. This might include a particular product or a specific planning strategy. These lunches of eight to 10 people are generally designed to develop new clients.

> Larger-Scale Seminars. Events with up to 100 or more attendees must be carefully planned but need not be structured around financial topics. Large seminars are used to gain public exposure, create opportunities for introductions to prospective clients or to enhance your image within the community you are trying to reach. Because of the effort required to organize and follow up on a large-scale seminar, the book suggests holding only one or two such events per year.

By combining each of these types of events into a co-ordinated calendar that plays out over 12 months, advisors will always have a number of marketing activities on the go. In fact, Miller-Heckman suggests that you publish your calendar, in print and on your website, so your clients and prospects will know you are organized and committed to education and relationship-building.

Another important concept developed in the book is that of “tribal marketing” as an alternative to the traditional notion of “target marketing.” A “tribe” is a group of people who have an affinity for each other, based on some commonality. For example, these types of relationships might include their socio-economic status, occupation, family situation, and so on.

By investigating and coming to understand the needs of the natural “tribe” that your clients or potential clients fall into, you will be able to create event programs that respond to those needs. This strategy tends to be more productive than giving participants what you think they ought to know.

Tribal marketing also helps narrow your focus. For example, “business owners” is not a tribal market; “business owners looking to retire in five years” is.

In logical sequence, Miller-Heckman’s book walks you through the various steps in planning, preparation, presentation and followup to your events.

In addition, the book provides more support for holding these events by supplying numerous templates, worksheets and hands-on exercises. These are paired with real-life examples to help guide you through each stage in the process of planning such events.

As I read through this book, I kept coming across little gems of wisdom I liked, such as:

> it’s better to have a room that is too small than a room that is too big;

> always sit with your guests to increase communication and intimacy;

> a decadent dessert helps ensure your guests stay until the end of the event;

> an invitation should intrigue the recipient, not educate them;

> urging participants to do a little “homework” beforehand increases their desire to attend.

This book would have benefited from a bit of editing to slow down the machine-gun rapidity with which the author fires information at us. But, all in all, it is a strong effort and well worth reading. IE