Many professionals opt for seminars as a way of obtaining new business. The traditional method is to organise a number of short breakfast or after work seminars. The seminar is advertised locally and a nominal price charged because we have all learnt that people who do not pay, often do not attend. A few staff will talk on topics we believe potential clients will find interesting then there will be food and a chance to network. We all tell ourselves that this system must work otherwise our competitors would not keep doing it.

The problem with this model of course is that we are not fooling anyone, with possible exception of ourselves. Everyone knows reason for seminar and only attends because they happen to be interested in that specific topic. The other problem is that not one firm in a hundred has an effective system for following up on people who attend seminar.

It is time to re-think model. Seminars can be a very valuable marketing tool if they are used correctly. The seminar should be used both to provide existing clients with something of value and to attract potential new clients in a low cost way. This can be achieved with following approach:

 First begin by understanding that your most important clients are ones that you already have, not ones that you hope to acquire next week.

 Secondly understand that your best source of new clients is existing clients. I am assuming of course that you are providing your existing clients with a good service.

 Thirdly realise that it is a lot easier to prevent existing clients leaving your firm than it is to attract new clients to try your service.

Begin by listing all of your clients in descending order of importance, probably ranked by fees or turnover. Now divide your clients into four categories, Platinum, Gold, Silver and Bronze. When you look at your own list of clients it will probably be obvious where to draw dividing lines.

On Being Asked for an Interview

When you are first contacted about an interview, definitely "milk it" -- sound eager and interested, not indifferent or disinterested. Encourage reporter in his/her selection of you as an interview candidate. Marshall up your confidence -- think to yourself, "I am best and most qualified person for this interview."

It's also ok to be inquisitive -- if you're going to be giving of your time and expertise, it's natural to want to have a full understanding of who this person is, what media outlet they represent, where your interview or quotes will be published or broadcast, what angle of interview will be, and how long interview will last. You should always allow yourself opportunity to refuse interview if you feel at all uncomfortable about subject matter or media for which you would be interviewed. Proceed with caution because, after all, it is YOUR reputation that will be on line.

Preparing for Interview

Once you've agreed to interview, you want to get prepared. Here's how:

1. Familiarize yourself with show, publication, etc. before interview. Get to know reporter, interview format, and audience.

2. Prepare questions in advance that you feel interviewer might ask you. It might help to have a friend or co-worker do a dry run with you beforehand.

3. If there are certain points you want to get across (or messages you want to "plug") be sure to determine them in advance. Then, during interview, you need to look for opportunities to get these points out and weave them into your response.

4. Have ready any press releases, bios, photos, video clips, sound bites, etc. that you can provide to reporter to back up your statements or enhance final interview piece.

5. If you're being interviewed for television and it's on an important topic for your company, you may want to hire a professional media trainer. This person can help you create your message, answer questions in a poised and effective way, and even show you how to gesture while speaking.

Giving Interview

Our list continues with must-do's to keep in mind DURING interview: