Dave Kurlan and Seth Godin agree: Seminars are great tools to educate prospects, so they want to buy from you.
COMMUNITY--put me in a room with ten other people facing the same quandary. As we talk with each other, we'll gain trust in you.
If you have a compelling story to tell, entertaining and educational case histories, questions that push the edge, and a non-salesperson who can get up in front of a crowd and hold their attention, you can stand out from the crowd. If you sell a commodity, an educational seminar on The Changing Use of Widgets for OEM's might fill the room. Perhaps it can justify purchasing widgets from you at a premium. But more importantly, it can cause someone to do business with you instead of your competitors when you both have the same price.
Hmmm. We may be on to something here.