Results from the Seminar

"Over the last four years—I’ve been doing this exact seminar that long—I’ve sent out 167,625 invitations: 5,000 per seminar series, two or three seminars per invitation.

"I’ve received a total response rate of 1.1% (1,844 responses) including people who could not attend but were interested in attending in the future.

"72% (1,341 households) have actually attended my seminars.

"59% (796 people) have requested appointments.

"44% (598 people) of the seminar attendees have met with me personally.

"I do not have stats for how many have become Clients because I have pruned my book over the last two years. Since October of 1999, my assets have gone from $20 million to $140 million, after pruning my book.

"In my opinion, what separates my seminar from others is the quality of the Prospects. Over the last four years, I can honestly say that we have met with only one or two people a month who have less than $250,000 of investable assets. Most of the people we meet from the seminar have assets of $400,000 or more."



Interpreting Seminar Stats

Over nearly 20 years in coaching our Clients on seminar production and presentation, we have developed some statistical guidelines that help us help our Clients.

The key stats are these:

Response Rate
0.8%–1.2% is the sweet spot.
If everything else is working, a response rate in this range is normally extremely profitable.
Appointments Requested	This is a key stat.
Less than 30%. Your seminar is boring, held in the wrong location, its topic is wrong or all of the above. You need to fix a problem in the seminar.
30%–40%. Your seminar is profitable, with good material and location, but you need to work on your delivery skills.
50–60%. On the money!
Closes	This is where you harvest the appointments.
20% or less. Your selling skills are hurting.
Around 30%. You should focus on profiling.
Around 40%. You’re moving into range.
50% or more. Professional-grade closing.