Evaluations: A Must-Do
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At the end of each seminar/speech or workshop you do, you must hand out an evaluation. You need numerical feedback with regards to your presentation. You also need to find a way to get some great testimonials to use in future marketing efforts.
Evaluations give you a way to quantify your results. Using this data you can create certain data to help you promote your events. I will often say that the average rating for my events is a 9.6 on a scale from 1 to 10. You also need to ask people what they liked best and what they liked least about the presentation. This will help you improve the future events.
You need another section in which you ask people if they would be interested in certain kinds of additional services. The list of services you give them can comprise not only products and services you now have but those you are contemplating creating. When you review the evaluations, follow up quickly on these expressions of interest in other products. They represent a clear opportunity for additional revenue from a source that is favorably pre-disposed in your direction.
If you get people to write really great stuff about you, you also want to get them to sign off at the end of the evaluation so you can use the quotations in future promotional literature. Check the sample in Appendix A.
If you use any quotations, make sure you have the signed evaluations on file. There is a chance you may be called upon to produce them. I never have, but I always have them ready to produce, just in case.
Don’t be thrown off if you get one person who really slams you in an evaluation. Chances are you pushed their buttons and they are just venting. The only time this is a concern is when you get more than an isolated occurrence of this kind of response.