The purpose of a 1- or 2-hour seminar is to attract potential customers for your product or service. The topic must be provocative enough to attract attendees, without sounding too much like a sales pitch with breakfast thrown in. Topics can be about the latest advances and/or technology in your industry; the impact of the latest political, legislative, or economic changes; increasing profits, reducing costs, avoiding unnecessary expenses, and so on.

In an educational/public seminar, the goals of the seminar are to present yourself as an expert in your field-someone who understands and is knowledgeable about the problems and challenges attendees face-and someone who has solutions to those problems and challenges. You may want to bring in other experts, such as your strategic alliance partners, to present with you.

When you hold customer appreciation seminars, the client typically arranges for the facility and refreshments as a way to thank his customers for their business and provide added value to their businesses. You benefit by exposing your products or services to the client's customers. You deliver the program and provide handouts. As an introduction, you can call invitees to confirm their attendance. If the attendees like what they see and hear, it may result in future business opportunities.

Seminars give you a chance to begin to build rapport with potential prospects. They are also a low-risk way for potential prospects to learn about your company, your product or service, and you.

Excerpted from Sandler's President's Club Professional Development Program (trainer edition and workbook) 2000 Sandler Systems, Inc. All rights reserved.