Irresistible Event Registrations: How to Overcome Objections About Novice Content

Some of your prospects will question whether there's enough substance for them. You can show more substance by sharing more dimensions to your event. Help your prospects get a better sense of the content available to them by following these suggestions.


"If you are not sure, speak to us…"

Sometimes prospects need to talk through their concerns about the relevancy of your content. Make it easier for them by saying "If you are not sure this seminar addresses your specific concerns, call or email the speaker or conference chairperson for more course details." Very few prospects will actually phone or email. Those who do will be more easily convinced by you. Those who don't will feel better knowing that you care about addressing your needs.


Interactive benefits

One of the most common comments made about events is that people learn more from listening to their fellow attendees. Take advantage of that sentiment by showing how interactive your event will be. In your promotional copy, stress the interactive activities whereby attendees will share their specific concerns at the start of the course so that the program leader can address those concerns in the presentation.

You could also provide "topic specific" round table networking sessions at lunch or have a "50 ideas in 50 minutes" session where each participant gives their best gem of advice for the group. Help your prospects see the substance that's beyond the typical agenda.

Irresistible Event Registrations: How to Overcome Objections About Relevancy

Your prospects want to know that your program is tailored to the problems they are experiencing today. Then they want to know that you have the most cutting-edge solutions to solve their problems. How can you express to them that your event will meet their needs fully?

Provide a Complete Agenda

Help your prospects understand that your program will address the problems they are experiencing today by including a detailed blow-by-blow agenda. The more depth you show in your agenda, the more likely your prospects are to feel they will get the value they need.

Tailor-made Answers

Show your prospect they will get all the answers they need from you. You can tell your prospects that as they register online, they will be asked to supply their specific questions which will be addressed during the program. To overcome other prospects' hesitations you can also add the "Common questions that will be answered" to your marketing materials as well.

Cutting edge

You will attract more people to register for your event if they feel they will get the latest and greatest information from you. To give your prospects that feeling, use up-to-date terminology such as "cutting edge", "new", "advanced", "latest" and "just-released research" in your copy to draw in your audience. Be sure to speak to them using action-oriented sentences such as "Attending this program will…." or "Learn how to…." or "Be the first to see updated techniques on…"

The first step is showing your audience you understand their challenges and the second step is showing them you know how to help them with those challenges, or at least have content that can.

I sincerely hope this article makes your seminar and conference registration even more successful!

Irresistible Event Registrations: How to Overcome Objections About Value

Your Title is Key

Grab them at "hello" by starting with an event title that captures the key benefit of attending… "Eliminate 80% of Registration Hassles with Event Registration." If you get their excitement flowing right away, they will seek out reasons to support that feeling instead of being skeptical as they read on.

"How others have benefited from attending this event:"

Testimonials are a great way to give credibility to the benefits of your program. Collect and publish testimonials from past attendees about what they gained from attending your event. Create a section in your event summary titled "How others have benefited from attending this event:" You can make it easy for past attendees to share their thoughts by calling or emailing them and asking "What did you get out of this event?" When they respond, ask if it is ok to share it with others.

"Don’t take our word for it, talk to past attendees…"

Take your testimonials one step further by offering to provide names and phone numbers of past attendees. When someone provides you with a stellar testimonial, ask them if they would be willing to share their experience with others, and if it's ok to share their email address or phone number. Having references shows confidence to your prospects and enables your happy attendees to do the selling for you.

"What you will miss by not attending?"

One of the most powerful motivators for people is to tell them what they will gain from attending or what they will miss if they don’t attend your event. These lists work so well because it tells your prospects that you understand their pain and have knowledge that could make their situation easier.

This is an example from a management seminar...

What you will miss by not attending:
* Knowing what do when your employee is preoccupied or distant
* No longer feeling like an outsider with your co-workers
* No longer feeling trapped between needing to report to your boss and not wanting to micro-manage
* Understanding alternatives to letting someone go
* Knowing how to reduce anxiety related to rumors

"No question goes unanswered."

Eliminate any remaining doubts your prospects may have about value by telling them that they will get ALL their questions answered. Mention that you will follow up after the program is over to answer any unanswered questions.

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