David & Donni and Special Guest, Neo, Coach Strategy On How To Make Your Webinar Profitable!
Many entrepreneurs are terrified of sales.
But in their defense, it is an enigmatic concept to execute.
We all know it's something that we have to do, but let's be clear. If you are anything like us, you may go through different stages -
The Fake Motivated Stage: In this stage; we think that we can sell whatever we need to sell because that's what we do, right? Well, sort of, sigh.
The Overly Excited Stage: Here we think about how good what we are selling is and how anybody would be lucky to get what we have to offer, right? Then we lose confidence when it's time to get them to use their credit card to make the purchase.
Next is the deadliest stage there is...
The Overwhelmed Stage: We realize to get results we have never gotten before, we have to do things that we have never done. For example, we have to set up sales processes, learn who our clients are, learn their wants and needs and then educate them on how our product/service will solve their problem.
Let's switch the dynamic, instead of being afraid of sales, let's talk about the power of sales!
The intention of this blog post is to get you comfortable making sales in any capacity, but specifically as it pertains to webinar execution.
But, also we want to go deeper. Why put a bandaid on something when you can get a cure?
What is the psychology behind the fear of sales? Determining that will get your mind prepped and confident to sell whatever, whenever!
Does that sound good to you? Let's GOOOOO!
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Table of Knowledge
To become comfortable making sales, it's imperative to understand the resistance to doing sales, which is typically fear.
We're not going to go too deep with this, but typically there are four reasons why people fear sales.
According to Inc.com, there are four fears salespersons face when in the sales process. We tailored their reasons to fit entrepreneurship.
Fear of rejection
Fear of asking for the sale
Fear of losing the customer or audience attention.
Fear of not making our goals
Consider This: What fear arises within you when you think about sales? Write it down and figure out when and how this fear started. Staring it in the face will give you strength to face it and eradicate it.
Do This: This may sound cheesy, but rehearse selling your product or service to a friend. This will give you comfortability and confidence when it's time to sell to actual clients.
"The best way to become better is to put your reps in. Consistency is key." -Nehemiah "Neo" Davis
Joining David & David in the studio was The Social Proof Podcast family member, Nehemiah "Neo" Davis.
He and Donni were fresh off the plane from attending WebinarCon, a mastermind event for webinar marketers.
David could not attend the event, but invited Donni and Neo to share the game they learned while at the event.
David is planning his first webinar and wants it to be successful and wants the audience to learn as he does.
To make this post as impactful as we can, let's start off by defining what a webinar is.
Dictionary.com defines a webinar as a seminar or other presentation that takes place on the internet, allowing participants in different locations to see and hear the presenter, ask questions and sometimes answer polls.
We'd like to add to this definition, because a webinar is done with the intention of selling clients a product or service.
A webinar can be any length the host desires. Typically, a 90-minute webinar will have 200 slides.
Within those slides and your webinar, your aim as the host is to do three things:
Connect with attendees
Provide a powerful piece of content
Convert your attendees to buyers
Now that you understand what the intention and purpose is, think of it from the standpoint of an entrepreneur.
Your ultimate goal is to provide a solution for your clients and make money.
So you may think what should you sell, and where should you start?
Neo has a hack for you. Find someone who is running a successful webinar and copy their structure. There is no new dea under the sun, and if it works for them, it will most likely work for you.
Also, when selecting your offer, think about this. What is the payoff from people working with you? What is the transformation worth to them?
The worth of your content and offer will help determine your pricing structure of your offer.
When you determine what that value is, come up with an appropriate number to match it.
The psychology of consumer sales is the more customers pay, the more your clients will pay attention and value your offer more.
"The value, if you do your webinar right, will always be more than the price. Rarely are the two, the value and the price, in alignment. There has to be a price you are comfortable receiving for the value you give." - Donni Wiggins
Donni shared that if she were to look back on her webinar sales from years past, she has more testimonials from those who paid her 2K plus, than those who paid lower fees in the hundreds.
Also, if you make it appealing to their lifestyle, then they are more apt to buy.
So we've reviewed quite a bit so far. So, let's slow it down and determine how to structure an optimal webinar.
To be clear, there are different levels of webinars. An advanced webinar will be more intricate and detailed than a beginner one, so the best thought process is to start of small and gradually build.
Create your optimal webinar structure by following these steps:
Choose a webinar hosting platform that will be glitch-free and one you know how to use.
There is nothing worse than assembling hundreds or thousands of attendees and getting betrayed by technology that isn't working properly. Prevent this by researching the best hosting platform and practice how to use it. Also, plug your computer directly to your Wi-Fi source using an ethernet cable. Your audience is investing their time to be with you, so you should invest in the best tech to make sure they have the best outcome.
Identify the problem your webinar and subsequent offer or product will solve.
Ex: Many people struggle with consistency. You've developed a program that gives them structure.
Develop a strong webinar introduction.
As attendees are logging into the webinar, are you playing music and awaiting their arrival or are you showing testimonials to clients who you helped with your offer? If you don't have many testimonials, then do a video of yourself providing social proof of what you've done and how it's worked for you.
Create an equation of how much teaching you should do without giving all your information away.
Keep in mind a webinar is intended to give a sample of your offer, entice and excite the attendees to buy. So don't give away too much, but DO give away enough. That balance is totally up to you.
Discover any objections attendees may have in buying this program and counter them at appropriate times during your webinar.
Ex: Objection: "I don't have the money."
Objection Handle: "What is more valuable to you? Increasing your consistency by investing in knowledge to generate results or do want to keep losing money?"
Infuse stories throughout your webinar that are relevant to the needs of your audience.
Keep the pain points of attendees in your mind and use creative ways to remind them of their problem and prove how you can solve it.
Be relatable throughout the whole webinar by using micro-commitments.
Ex: "Has anyone else struggled to lose weight, like I have? Type "yes" in the chat to let me know that I'm not alone."
Ok, you've had your first webinar and now what?
Neo had a genius idea. Instead of sending the re-play out to those who missed the live webinar, schedule an encore. An encore means that you show up live on camera and greet those who missed the first session and inform them the re-play they are about to see is especially for them.
Then, depending on how advanced you are, you can send follow-up emails after that based on whether they buy.
This episode was nearly two hours long, so make sure you watch the entire episode, so you don't miss anything!
We wish you the best in webinar success and we'll see you in the next upload.
