) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost ex

Recently, I read a generally helpful article about using seminars as a means of attracting new clients, and I wholeheartedly agree with that premise.

I’ve been doing just that for years, and it has helped my consulting practice, tremendously.

But there was a trap in that article for the unwary. The author said:

“If the purpose of your seminar is primarily to get clients, you shouldn't be expecting to make money on the seminar itself.”

If you can make money on the seminar, I say you should, for several reasons:

(1) People perceive value in what they pay for, and if your information has even a nominal price tag, it will trigger this positive perception;

(2) If you can break even or profit from the session, this relieves the pressure on you, the presenter. You’ll feel less driven to do a hard sell throughout the program, which can be irritating and can backfire.

(3) YOU may not want to do business with the people who attend a particular session. This happened to me in Washington where one of my programs was heavily attended by a computer services company. After interacting in the session, I felt that organization wouldn’t be a good fit, and I was grateful that I had garnered $595 per person from everyone that attended..

(4) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost exa

id:

“If the purpose of your seminar is primarily to get clients, you shouldn't be expecting to make money on the seminar itself.”

If you can make money on the seminar, I say you should, for several reasons:

(1) People perceive value in what they pay for, and if your information has even a nominal price tag, it will trigger this positive perception;

(2) If you can break even or profit from the session, this relieves the pressure on you, the presenter. You’ll feel less driven to do a hard sell throughout the program, which can be irritating and can backfire.

(3) YOU may not want to do business with the people who attend a particular session. This happened to me in Washington where one of my programs was heavily attended by a computer services company. After interacting in the session, I felt that organization wouldn’t be a good fit, and I was grateful that I had garnered $595 per person from everyone that attended..

(4) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost ex

tag, it will trigger this positive perception;

(2) If you can break even or profit from the session, this relieves the pressure on you, the presenter. You’ll feel less driven to do a hard sell throughout the program, which can be irritating and can backfire.

(3) YOU may not want to do business with the people who attend a particular session. This happened to me in Washington where one of my programs was heavily attended by a computer services company. After interacting in the session, I felt that organization wouldn’t be a good fit, and I was grateful that I had garnered $595 per person from everyone that attended..

(4) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost ex

who attend a particular session. This happened to me in Washington where one of my programs was heavily attended by a computer services company. After interacting in the session, I felt that organization wouldn’t be a good fit, and I was grateful that I had garnered $595 per person from everyone that attended..

(4) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost ex

) When you don’t charge anything people erect barriers to your persuasion, knowing that the only way you’re going to come out, financially, is by closing somebody.

(5) Staging seminars is expensive when you consider the cost of meeting rooms, catering, administration, and above all, marketing. Those flyers cost exactly as much to print and to mail if you charge nothing or big bucks for the sessions.

Finally, let me say that if people are willing to go to the trouble to get funds authorized for attending a seminar, they perceive there’s sufficient value in it.

On the other hand, if many of your attendees are thinking, “It's free: What do I have to lose?” they may not have the same level of interest or motivation; certainly not enough to become your champion and to purchase your products and services at or after the program.

There are some exceptions, of course.

If you’re having a short “breakfast” meeting, and you want CEOs and Presidents to be there, picking up the tab is expected and appropriate. Also, your session will, by nature, be introductory and just a “teaser.”

Also, if your audience consists of consumers, and you’re selling insurance or timeshares, buying them dinner may me a must.

However, most businesspeople expect to pay value to get value.

Keep this in mind, and have a great session!