Hegna's Hotseat

How a Movie Can Convert Prospects


e all have the same 24 hours in a day, so what are YOU doing NOW to generate leads for later? You need to connect with new prospects, and one of the best ways to do that is through current events. If you haven’t heard by now, The Power of Zero: The Tax Train is Coming is a documentary film by Doug Orchard. For years, I've been talking about the debt, deleveraging, and demographics of the U.S. economy, and this film shows how this environment could create a freight train of taxes that threaten retirement planning as we know it. Bulk orders of the DVD are already shipping across the country. Catch up by watching a free pre-screening that is exclusive to financial professionals; click here to get your premier pass. Then I suggest you use this film to fill your calendar for next year. You see, if you put on an event NOW, you’ll have leads lined up for first quarter. I’ll even make it easy for you by showing you specifically what you need to do to prepare, practice, and present.

What do top financial professionals all have in common? They’re the most prepared person in the room! Here’s what you need to do to reach their level. Work on your elevator speech first. Improving your words, language, and stories will help you in all aspects of your communications with prospects and clients, and perfecting a five-minute presentation proves you’re on the right track. Review an old article I wrote about it here if you need to know where to start. You’ll also want to have a booth at any event you put on, so spend some time designing the layout. Then, test it by setting it up in a high-traffic area of your own office! Include linens, literature, and consider hanging The Power of Zero movie poster here. Just be sure to include a form for visitors to write down their contact information so you can follow up. Consider capturing this information by hosting a raffle for a free DVD of the film or tickets to a local screening. The last piece of preparation you’ll need to take care of is booking a venue for the event. A website called Tugg.com makes it easy for advisors to book a screening of The Power of Zero at YOUR local theatre and conveniently sell tickets. They’ve organized everything in a way that really takes care of a major part of your preparation. To see how easy it is, click here to watch a message for advisors delivered straight from the director, Doug Orchard. Once you’ve booked a venue with Tugg, you’ll need to fill the seats.

Start your outreach with current, top clients. You’ll want to reward them for continuing to use your services, and you’ll want them at the event to share their stories with cold prospects. Then call previous clients, and lastly, reach out to recent prospects. Here’s an old trick I used to use for this.


To fill the remaining seats, use a marketing company like RME360. They even have materials specific to The Power of Zero: The Tax Train is Coming; click here to see what I mean. Using Tugg, RME360, and your own polished people-skills, you can expect a crowd. Are you ready to handle that when they actually show up though?

Here’s what you need to know about actually hosting the event. Open the doors early and schedule time on the agenda as a welcome. Treat this time like a mixer where you can meet-and-greet attendees and connect your top clients with your top prospects. Let your current clients act as testimonials. Once everyone has entered the venue and started settling in their seats, take the stage and put that elevator speech to use. Use five to ten minutes to show your expertise on the film’s subject. Don’t forget to bring the booth from your office, and set it up in the venue because you’ll want to tell everyone about it before you play the film. Then, just press play; the film acts as your presentation! Once it ends, you’ll have another opportunity to add your expertise and direct attendees to stop by your booth for a complimentary DVD. Have forms ready to capture information for anyone willing to book an appointment with you where they can claim a complimentary copy of the film they just saw. Then it’s up to you follow up through phone calls, emails, and social media.

That’s it! The Power of Zero: The Tax Train is Coming is an educational documentary that can connect you with prospects and clients to completely fill your calendar for next year. If you aren’t including it in your process, you’re going to miss out. Visit GetOffTheTracks.com for all the resources you’ll need, but if you still want more, use Tom Hegna on Demand to prepare yourself. Did you know it also has a prospecting tool built in to help you onboard prospects and message them directly? You can use this to educate prospects about your services, register them for your event, and follow up with them after they attend. Just call 1-855-Tom-Hegna (866-4346), and ask about the prospecting tool to learn more. One other thing many advisors do is give away door prizes at the event. If you’re hosting at a venue in the Phoenix area, call Robby at (480)-338-1205, and maybe I’ll be able to make a cameo appearance!

See you at the premier!
-Tom Hegna

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