Cold calling and referrals are not the only methods through which advisors can acquire new clients. Financial advisors are discovering that investor awareness seminars/workshops are a good way to connect with investors.
How can IFAs arrange an investor awareness seminar?
Investor awareness camps need not necessarily be organised on a grand scale in a five star hotel. IFAs can hold investor meets in their societies, schools, colleges or in rotary clubs on a regular basis. You can even request the AMCs to let use their conference rooms.
You can attract investors by mailing your existing clients, spreading the word through social media or possibly inserting a flyer in a local newspaper.
Here are some tips to help you get started:
- Invite your existing clients and encourage them to bring along their friends/colleagues
- Do joint programmes with your fellow IFAs by pooling in resources if you can’t do it alone.
- If possible, tie up with local NGOs/schools/corporates
- Keep your topics interesting to attract the maximum crowd. The most effective way to become a crorepati or How to invest for an anxiety-free retirement are examples of topics that should attract people
- If possible, try to get a homogeneous group – this will help you customise your program. For example, a topic like ‘How to invest for an anxiety-free retirement’ will not be suitable to those who have already retired!
- Tell a story instead of showing numbers and charts on excel sheet and don’t bombard them with financial jargon. Use case studies, anecdotes appropriately so that people can relate to your points.
- Prepare well. Research your content well and update data. Rehearse your presentation
- Focus on needs and solutions; share insights.
- Avoid making sales pitch – establish your expertise and credibility before you make a sales pitch
- Be willing to counsel them as they could be your prospective clients. Encourage audience to talk about their financial problems and offer an insight or wherever possible a solution right away.
- Promote financial planning rather than focussing on just returns
- Use local language to connect well
- Carry your business cards in adequate numbers.
- Ensure you have the contact details of the participants either by exchanging business cards or by requesting them to fill the details in a register. This will help you to follow up with them later.
- Try to hold workshops during weekends when most people are not at work
- Conduct programmes by tying up with AMCs
Obviously, all the people who attend your workshop will not become your clients. You will need to engage with them in a meaningful way. You could email them a ‘Thank you’ note and remind them of the gist of your presentation. This could be followed up later with another email which should contain relevant information – article, case study etc. related to your topic.
Hopefully, you will convert some and if you do a good job then the word of mouth will spread.
