How to turn referral event guests into prospects

Ronald, an advisor from Canada, asked a great question a few days ago:

I intend to have a nice client event, like a wine tasting event, for clients and guests. How do I convert the referral guests without turning it into a pushy sales event?

Another advisor actually asked a similar question a while back on a Horsesmouth discussion board called How to Turn a Client Event Into a Referral Event (free registration required). Here's what referral expert Michael Brizz had to say:

The transition begins with the background information you get on who is coming BEFORE the event. You want to be prepared with conversation starters and know something about their situation and ways you might help. During the event, initiate conversation that will allow you to follow-up. It could be a simple as talking about their golf game and you have a terrific article on some aspect of golf you can send them, info on a camp for their kid, or info on retirement. Use your conversation at the event to get a "hook" that will allow you to  follow-up. Find a way to do a favor for them. Do it, and then in your follow-up, ask for the appointment. 

You can take this a step further, too.  One way is to provide a simple informational packet to each attendee, including a financial questionnaire.  This strategy worked very well for advisor Ron Carson at his wine tasting event:

"Before the meal, Carson gave what he describes as 'the world's shortest commercial' for his firm. He'd left an informational packet, including a detailed financial questionnaire, on each chair, and he asked that guests review it and complete the questionnaire later, at their convenience. In return for an evening of fun and fine fare, he asked one thing from attendees: the chance to see whether he might add value to their financial situation."

Out of 19 guests, 18 completed Carson's financial questionnaire. Seven of the households set appointments, and six became clients. You can read more about Ron Carson's strategy in Case Study: Wine Tasting—How to Attract Affluent Clients (free registration required).

Do you have a strategy for making the leap from referral event guest to prospect?  Share it by clicking on "comments" below. 

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