ENTREPRENEURS from across Hertfordshire learned they were losing millions through poor marketing at a business seminar in Hatfield last night.

Marketing consultant Frazer Hay, speaking at an event organised by the online business networking group Hertfordshire Connections, told the assembled business figures they were losing £9.6 million a year through ineffective sales techniques.

He calculated the figure by asking them how much time they spent on various forms of marketing – online, email, telephone and one-to-one meetings – multiplying the total by their hourly charge rate, and comparing their actual turnover to their desired sales figure

Outlining a range of networking techniques, he told them: “When you meet someone new, tell them what you do in a few seconds, then be ready with a killer question.

“What matters is not what you say – it is what you ask.

“Ask questions like 'How can I help you get what you aren't getting from other people?'

After the event at the Hatfield Audi dealership in Great North Road, near Tesco, Lilach Bullock, who offers clients a secretarial and “virtual office” service, told the Review: “Frazer was brilliant – he has the ability to hold the attention of an audience and keep them entertained while they are learning.

“I found it quite embarrassing to find out how badly I was doing my marketing.”