Whether looking for a new dentist, contractor, plumber or even a pet sitter, millions of consumers visit Better Business Bureau, Angie’s List and other consumer advocate-oriented websites to read comments and reviews before making a decision. Even more consumers will ask their friends and neighbors for referrals – all because they need advice and want to avoid choosing the wrong person and wasting time and money.
With that in mind, consider joining many of the best seminar marketers in the country by personally inviting one or two of your best clients to your events. Be honest with them about what you’re presenting at the event and why you’d appreciate their help by either allowing you to tell their story or, better yet, allowing them a few minutes to recount their personal experience working with you.
A live testimonial can help you set more appointments and gain more clients than almost any other technique. Why? Because consumers are more likely to believe a fellow consumer when it comes to making such an important decision.
This isn’t a reflection on you as a consummate professional – an attorney with ethics and a passion for working with your clients to build a more secure estate and legacy plan. It’s leveraging the reality that word-of-mouth by a client carries more credibility in the eyes and mind of a potential client than all the awards and designations this wonderful business can bestow on us.
And if that isn’t enough, you can also use this as an opportunity to share new concepts and solutions to these clients that might not have been available when you last met with them. Call it cross-selling. Call it cementing an already-strong attorney – client relationship. Just call a few clients and ask them to attend and you’ll see what I’m talking about!
Jorge Villar is President of Response Marketing Excellence (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that, for the last 17 years has accounted for more than 65% of the events being held in the nation with over 14 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Success Planning and Asset Protection. Response Mail Express, and parent company DME, is a $100+ million marketing powerhouse, housing over 600 employees in their 2 state-of-the-art facilities in Florida. Their marketing ideas are presently being utilized by over 10,000 clients, including: top producing advisors, estate planning attorneys, large financial organizations, health care organizations, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com
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