Too often advisors who have ventured forth and hosted an event, hoping well-heeled clients would come and bring ideal prospects, report bitter disappointment.

Want a solution for avoiding those downer outcomes? First hint: The events should be fun but the advisors should not regard their roles as “dabblers,” says Jannelle Ward, strategic consultant for TD Ameritrade Institutional who spoke at the Dallas Women Advisors Forum on Wednesday. Rather, advisors should define their strategies and quantifiable goals and make those measurable. The advisor should identify who will be invited, how many prospects each invitee can bring, how many of those prospects will likely turn into clients, and what revenues those new clients could create for the firm.

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