Implement an Effective Registration Process
To ensure a smooth process that is carried out consistently, give your staff a registration interview guide. --John J. Bowen Jr.
A crucial moment--which will determine to a great extent whether your seminars are profitable--is the initial point of contact between a potential attendee and your office. Therefore, it is important for your staff to handle each incoming telephone registration call in an extremely professional manner. In fact, every prospective point of client contact influences whether the investor will eventually choose to work with you or not. To ensure a smooth process that is carried out consistently, give your staff a registration interview guide. This guide should ask for complete contact information on all the attendees, how they heard about the seminar, and whether there is any particular information they would like to learn about at the seminar. Employees should also offer to answer any questions.
Follow up each registration with a confirmation letter that verifies attendance, reiterates the date and location of the seminar, and includes a map of the location. Two days before the seminar, have your staff call everyone who has registered to confirm their attendance. This will significantly reduce the number of no-shows.
-John J. Bowen Jr. is president and CEO of CEG Worldwide, in A Captive Audience
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