12/ 23/ 2002
by Kelle Campbell
Holding seminars positions you as an expert and makes attendees more receptive to your business and any follow-up promotions that you do. However, the time and logistics involved in putting together a seminar can discourage many businesses.
Teleseminars or teleclasses, basically presentations or workshops conducted via the telephone, don't require a venue, refreshments, nametags or any of the necessities of an onsite event. They also have the added benefit of saving attendees travel time and money. They only pay for the cost of the class (if you charge) plus a long distance phone call. Most teleclasses last about an hour and use online registration. If you set a fee, you'll need a secure server to handle online payments.
An easy way for beginners to offer a teleseminar is through Web services such as Teleclass4U.com or Teleclass.com. These organizations post descriptions of your teleseminar on their Web sites, broadcast weekly announcements of upcoming classes to their mailing list and provide mandatory training in leading a teleseminar.
Both venues suggest that your first few teleclasses be free in order to attract attendees, but even free events will have to be promoted. According to Sandra Schrift, an executive speech coach and founder of Speakers University at www.schrift.com, you should start planning well in advance: at least six weeks for a one-time event or about two months for a series.
Obtain invitees from in-house lists of past and current customers, prospects and associates. Schrift maintains databases of names of class attendees and Speaker University grads for this purpose and also announces her teleclasses in her biweekly e-zine. Another option is renting a list of cold prospects. This won't have the same response rate as an in-house list, but it broadens your reach. Schrift also recommends asking networking acquaintances if you can add them to your list and writing articles for different organization Web sites that agree to include a blurb about you and link to your site.
Industry associations can include your teleseminar in their calendar of events, and some will have a speakers' series to which you can be added. In addition, find and place announcements in e-zines and online forums that deal with your professional area and allow promotions. You can also try participating in someone else's program since many teleseminar hosts welcome guest speakers. Send an introductory letter or e-mail to the host outlining your credentials and seminar idea.
Both Teleclass4U.com and Teleclass.com provide facilities for renting teleconference lines (also known as bridge lines) but you can also handle this yourself. Bridge line companies offer options for renting call time on an hourly, monthly or annual basis. Many increase rental prices for lines with high capacities (e.g. over 30 people) while others charge a flat fee for lines capable of holding over 100 callers, so compare pricing schedules.
It's also important to set ground rules for participation in order to have your teleclass go smoothly. These are some general guidelines:
You can display these rules on your Web site or in supplemental materials.
Mail or e-mail handout material to participants or direct them to an online workbook to be printed out. Handouts enhance learning, and if they have your contact information, they also boost the chances of attendees returning to you with their business. Design handouts that encourage listening, e.g., brief bullet points with spaces for taking notes.
You can also attract additional prospects if you've taped your teleseminar. Radio Shack has devices that can clearly record your phone conferences, and ask around for a reliable duplication service to create a supply of audiocassettes and CDs. Use these as premiums, offer them as incentives for surveys or subscriptions, work with publishing companies that deal in audio products, or sell them yourself. You can even offer them as information products on your Web site (if you don't have the experience or the time to create digital audio files, use a professional service).
Although they're not face-to-face events, teleseminars allow attendees to get an idea of your personality and expertise. It can be the start of the all-important relationship that turns undecided prospects into enthusiastic customers.
