Attracting young attendees to seminars often comes down to using the right words
I have seminars at companies with a lot of young people, and many of the attendees are in their 20s, 30s and 40s. It’s crucial to make the topic relevant to their concerns. If I say I’m holding a life insurance seminar, no one shows up. So I link life insurance to what is important to them — funds for education, housing and retirement.
The company is also more interested in hosting the seminar if I say it’s about these “three biggest expenses in life.” In school in Japan, we’re not taught about finances and how to build sufficient assets, so this is something every adult needs to learn more about. I can teach clients, and I can solve this issue for them.
Usually, 10 to 100 people attend my seminars. I conduct them as either 30-minute lunch seminars or one-hour, after-work seminars. For really important topics, people will even attend on the weekends.
How do you get people from the seminars to become clients?
I propose to attendees that we have “regular physical checkups” of their finances. In Japan, many people schedule annual physical exams when they aren’t ill so the doctor can catch an issue before it becomes a big problem.
I tell them the same could be said for life insurance. Do not judge your financial or physical well-being by yourself. Why not let the specialist see you? I send them questionnaires about my seminar and their finances, and 60% schedule an appointment with me.