Join host Mike Langford in this episode of the Modern Financial Advisor Podcast as he interviews Greg Bogich, CEO of AcquireUp. Discover how seminars can be an effective strategy for growing a financial advisory business. Greg discusses the benefits of seminars, including filling the room with qualified prospects, the psychological advantages of face-to-face interactions, and the importance of being perceived as an expert.
Learn how AcquireUp helps financial advisors target the right audience and provides coaching to deliver compelling seminars. Whether you're a solo advisor or part of a larger RIA, this episode offers valuable insights into achieving scalable growth and converting prospects into long-term clients.
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In the competitive landscape of financial advisory, many professionals are searching for effective ways to grow their business. While digital marketing and cold calling have their places, there's a traditional method that's proving to be resilient and impactful: seminars. Greg Bogich, CEO of AcquireUp, recently shared insights on the Modern Financial Advisor Podcast about how seminars are making a comeback, offering a unique blend of personal connection and business growth.
Why Seminars Work
Seminars offer financial advisors the chance to connect with prospective clients in a way that digital interactions cannot replicate. As Greg Bogich points out, having 20 to 25 households in a room allows an advisor to make multiple connections in one setting. This approach not only saves time but also increases the likelihood of establishing genuine relationships.
The success of a seminar lies in its ability to position the advisor as an expert. In a room full of motivated prospects, the advisor assumes the role of the authority figure, adding credibility and establishing trust. Moreover, the psychological principle of reciprocation often leads prospects to feel more compelled to engage further with the advisor.
Setting the Right Tone
Contrary to the common perception, not all seminars need to be held in a restaurant over dinner. Many successful events occur at libraries or community centers, which set a more educational tone. As Greg explains, it's important for advisors to select venues that align with their objectives—whether they wish to appear more academic or prefer a traditional sales setting.
The Importance of Qualified Prospects
One of the pitfalls that some advisors fall into is filling a room with just anybody rather than targeted prospects. AcquireUp’s approach focuses on ensuring the right people are in the room. They use data-driven strategies to attract prospects based on asset level, demographics, and proximity to the venue.
Navigating the Seminar Experience
For many advisors, the idea of presenting a seminar can be daunting. Despite the challenge, Greg emphasizes that one doesn't need to be Steve Jobs or Oprah Winfrey to be effective. The key is mastering the content and being genuine. AcquireUp helps clients by providing resources such as video libraries of effective presentations and coaching on how to engage audiences.
The Business Impact
Seminars are not just about immediate gains; they’re a strategic investment in long-term business growth. A well-run seminar can lead to new client relationships that last for years, providing a substantial return on investment. For advisors, it’s all about understanding that while not every attendee will convert immediately, over time, the numbers work in favor of the advisor who uses seminars consistently and strategically.
A Call to Action for Growth-minded Advisors
For those advisors who are growth-oriented, embracing seminar marketing can be a game-changer. The seminar model thrives on the law of large numbers, creating a steady funnel of new prospects while building personal connections that digital ads often miss.
The Future of Financial Advisory Growth
In summary, seminars present an opportunity to blend modern marketing insights with tried-and-true methods of client acquisition. Greg Bogich’s insights reinforce that in the world of financial advisory, seminars are not just a relic of the past but a powerful tool for the future. As the industry continues to evolve, advisors who leverage seminars will likely find themselves leading the pack in client engagement and business growth.
Chapters
00:00 The Challenge of Cold Calling in Sales
00:41 Introduction to the Modern Financial Advisor Podcast
01:59 Guest Introduction: Greg Bogich from AcquireUp
03:36 The Problem of Slow Growth in Wealth Management
05:00 The Struggles of New Financial Advisors
07:40 The Importance of Referrals and Their Limitations
11:08 The Effectiveness of Seminars for Financial Advisors
16:51 Targeting the Right Audience for Seminars
22:03 Educating Advisors on Effective Marketing
24:27 Understanding Seminar Attendance and Conversion Rates
26:11 The Importance of Re-engaging Non-Attendees
28:59 Effective Seminar Presentation Techniques
29:55 Training Advisors for Successful Seminars
37:39 The Value of Investing in Marketing
45:46 The Unique Appeal of the Financial Advisory Industry
47:56 Conclusion and Final Thoughts