You're Leaving a Lot of Money on the Table - Here's Why

Why would 30 buying units, after a long day of work, drive to the Holiday Inn Express on a chilly Tuesday evening to listen to you speak for an hour and a half if something weren’t worrying them about their future?

After your workshop, why are you then only capturing the low hanging fruit your workshop is yielding? These are the buying units who book an appointment either on the spot or over the next few days following the workshop.

Let’s say, for example, that 10 out of the 30 buying units who attend your workshop book an appointment. What are you doing about the other 20 buying units who didn’t schedule an appointment? Maybe they didn’t tell you “no.” Maybe they’re telling you “not yet.” 

Most people make insurance or investment decisions based on some life event. Here are just a few examples of events that would trigger such a decision:

  • Job change: new or lost job, retiring from a position
  • A Birth
  • A Death
  • A Long-term care situation
  • Market loss
  • Market gain
  • Markets too volatile
  • An inheritance

People come to your workshop because one or more of these things have happened to someone they know, or a loved one they believe this will happen to at some point in the future.

The folks that never book an appointment following your workshops might not be close enough to any of these life events, or they just aren’t ready to buy from you yet. However, they will buy, it’s just a matter of when and from who.

So, let’s segment your 30 buying units into “buckets:”

  • Bucket 1: These people who come to your workshop and book an appointment on the spot or over the next few days following your workshop (This is the easy bucket - I’ll bet it’s the only one you have a process for- I referred to these buying units earlier as the “low hanging fruit”).
  • Bucket 2: These folks come to the workshop, book an appointment, but never show up for it. Are you badgering their phone line to get them in? This may be a huge mistake!
  • Bucket 3: These people attend your workshop, book an appointment and attend that first appointment, but never come back to see you after that.
  • Bucket 4: Those who attend the workshop, book an appointment, go to the first and second appointments, but they don’t end up attending the third meeting, or they never do business with you at all.
  • Bucket 5: Those who go to your workshop and then leave. These people represent the largest bucket: abandoned masses of workshop and event attendees. These people are the forgotten ones, and you have no strategy with them.

If you:

  • Are active in the workshop and event marketing arena
  • Have a goal this year that is to drive more appointments and make more new sales
  • Have a strategy to double down on workshops (throw more money at the problem)
  • Are searching for that “perfect invitation”
  • Are trying to find the “best list to mail to” or the “perfect PowerPoint”

May I suggest that your solution may be looking you right in the face?

If you held 20 events last year with an average of 30 buying units in attendance, then you had a total of 600 buying units (20 events X 30 buying units per event = 600 total buying units) drive out on that chilly Tuesday evening in February and enjoy that delicious cup of coffee and chocolate chip cookie in the Holiday Inn Express meeting room.

As a result of all that money, time, and energy you spent, you made 50 sales. This means you left 550 buying units on the table. Why aren’t you going after these people? Why don’t you have a process and a strategy to market to them? Why don’t you automate it? Why don’t you nurture them? Remember, it’s not a “no,” it’s a “not yet.”

If you can just convert 50 more of the 550 buying units you are neglecting to a sale this year, you’ll double your 2019 production.

If you have any of these workshop challenges, maybe it's time for a conversation with DMI. We work with successful advisors in the workshop and event arena who may be frustrated by their results and want to grow their business.

Haven't built a seminar strategy yet? Learn the process with our Seminar Marketing Strategy Guide!

New Call-to-action

Brian Donahue, President of DMI Marketing

Brian started his career out of college as a financial advisor. For 6 years, he achieved top of the table sales. In 1989, Brian founded DMI, one of the pioneers of the independent marketing organization (IMO). DMI consistently ranks by sales in the top 1% of wholesale companies and has become one of the most prominent and most successful IMO’s in the industry. Brian has sat on numerous industry advisory boards consulting companies on sales, marketing, and distribution of their products and services. In addition, Brian has engineered annuities over his career that have resulted in sales of over $1 Billion.

* This content is for licensed financial professional use only. This website is not intended for use by the general public.

Comments & Questions

Subscribe to our blog & leverage the DMI team’s experience with our weekly blog posts catered to the financial professional.


DMI was founded in 1989 to provide financial advisors three dynamic elements for success: marketing services, sales consulting and business management.