Tools: Dynamics of Emotion

Author Frank Maselli claims the techniques taught in his book, Seminars, The Emotional Dynamic, can triple brokers' client yield at seminars. The typical seminar has 30 attendees and nets appointments with 10% to 15% of the audience, according to Maselli. That's a dismal waste of marketing effort, he says. He says applying the book's strategies can get those numbers up to 50% and on to 80% to 90%

Author Frank Maselli claims the “emotional” techniques taught in his book, “Seminars, The Emotional Dynamic,” can triple brokers' “client yield” at seminars.

The typical seminar has 30 attendees and nets appointments with 10% to 15% of the audience, according to Maselli. “That's a dismal waste of marketing effort,” he says. He says applying the book's strategies can get those numbers up to 50% and on to 80% to 90% with diligence and practice.

The basis for such improvement lies in tapping client emotions, according to Maselli. There are nine emotional “hot buttons” a speaker must hit in every successful sales presentation. A few are confidence, happiness, enthusiasm and fear.

For example, Maselli tells reps to take a fresh approach with the overused topic of estate planning. Call an estate planning seminar, “The Great American Nightmare.” Better yet, call it, “Avoid the Great American Nightmare — How Uncle Sam is Stealing 60% of Your Nest Egg After You Die.”

If a rep draws on prospects' emotions, he can develop trust, which leads to better audience response. “The emotional process is the difference between an average seminar and an exceptional seminar,” Maselli says.

Published by Powerspeak Inc., “Seminars” (ISBN 1575024128) is $24.99. It's available at www.powerspeak.com or 800/231-5272.

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