How A Softer Webinar Pitch Might Produce More Sales For You
If you've been on a webinar, you've probably been pitched a product at the end. Can you remember how they did it? Odds are they built value, built more value, added excitement, rattled off a HUGE price, dropped the price, added a bonus, dropped the price again, and then gave you a deadline of “Until this call ends” to get the special bonus and 48 hours to get the special price.
Sound familiar? That's a pretty standard formula, and it's one that:
A: People are getting tired of hearing
B: Marketers are getting tired of making
Now if you're in a niche that doesn't do a lot of webinars, this method still works fine and you might even want to stick with it.
But if you're in the online marketing niche - or any niche that does a lot of webinars - it might be time to refine your approach, especially if you want to maintain your good reputation.
The fact is, if you do too many webinars that all end in this BUY IT RIGHT NOW OR THE WORLD WILL END! frenzy, you may see that fewer and fewer people are attending your calls.
People don't like to be sold. But they LOVE to buy.
And if you have great information on your webinar combined with a strong call to action that does NOT bash the listener over the head, people will like you and more importantly, they'll trust you. They'll think of you as the helpful go-to person instead of the sleazy used car salesman (my apologies to all ethical used car sales men.)
Plus, you come across as supremely confident in your products and what they can do for the clients, rather than desperate to make a fast buck.
So how then how do you make a softer sell? Here's a method that's proven to work well:
You've just finished teaching your material and you're transitioning from the teaching phase to the selling phase. And so you wrap up the BIG BENEFIT with a bow, like this:
“When you follow the steps we've just shown you, you will (Insert Big Benefit.) Do you see how powerful this is?”
If you're on an interactive webinar, you can ask them to type into the box “yes” if they see how powerful this information is.
Remind them that this info took you years of trial and error to figure out.
Remind them you made a promise at the beginning of the webinar that you would show them the steps necessary to achieve the BIG BENEFIT. Ask them, “Did I deliver on my promise?” Again you should get more positive answers in the response box. Read these answers off, especially the ones that expound.
Talk a little bit more about how easy and enjoyable it is to achieve the big benefit in the manner you just taught. Then say, “You must be so excited to get started!”
Remind them you've only scratched the surface. “Even though I've shared my entire step-by-step system with you on this call without holding back, as you can imagine there are tons of details on how to do all of this that we just didn't have time to cover.”
“If you are already well versed in what we covered, you might be able to figure out all of these details on your own. It could take awhile and you might make a few mistakes, but you might be able to do it. And if you can do it on your own, that's terrific.”
“But if you'd like to hit the ground running, so to speak, and avoid all the time-wasters and detours I took, then you might want some help. Everyone knows that it's always easier to do something new when you have someone to show you how, rather than trying to figure it out on your own.”
“For example, you'll need to figure out how to: ____ and ___” Here you make a list of the things they'll have to figure out, based upon your presentation and the product you're offering them. The last item on the list is, “And everything else that you don't know that you don't know.”
This is where you talk about your offer, and you want to do it in a way that's very factual rather than using an excess of hype. Do not use words like 'fantastic,' 'high-quality,' 'tremendous' and 'amazing' because few people believe them any more. Words like smart, proven, powerful, pure, genuine etc. will be more effective. Short testimonials can work to your advantage if they give specifics rather than generalities.
Remind them that regardless of whether or not they take advantage of your offer, what you've already shared with them will eventually work.
And if they already have all the skills and tools necessary (and you can list them) then maybe they don't need you.
Next you might say, “But, if the details of even one of the steps I've outlined seem fuzzy to you, or are beyond your current skill level, then I think you're going to LOVE this.”
And then you talk about your offer in detail, covering the benefits and how these will impact the listener.
The real difference between this and your typical webinar close is you are continually taking the sale away from them and then offering it back again. “This is not for everyone.” And, “There is no high-pressure sale here like you see on other webinars, we only want the right people,” and so forth.
It's sort of like when you try to hand something to a small child and they just stare at the item but don't reach for it. When you pull the item back, the child will automatically reach. It's a reflex. People want what they can't have. So rather than trying to push your product down their throats, you extoll all of its virtues while continuing to remind them that they can do it on their own, it's just going to be a more painful and longer process.
And this is the truth. People already know they can do whatever it is you covered in the webinar without your help. And they already know it will probably be far easier if they do get your help. So you're not telling them anything they don't already know.
Instead, you are starting in agreement with what they are thinking: “I can do this on my own.” They can. Maybe. Maybe not. But by starting where they are, you very quietly break through their defenses. You are no longer selling to them but counseling them on whether this is right for them or not. It's a subtle difference that changes the audience's perception of you from sleazy sales person to helpful expert.
And it can increase your sales. By the way, you'll still want to make a special offer with a deadline. But you might want to extend that deadline to a week or even two weeks, rather than 48 hours. And in the mean time, you can send them daily emails to remind them of why they might want to get the offer. Testimonials and case studies are a great way to do this. And you might even keep a running tally of those who have already purchased in each email, to show social proof.
Side note: Be sure not all of your testimonials and case studies are 100% positive – this makes them far more believable and will close more sales, not fewer.
For the grand finish, offer a money back guarantee that totally rocks, such as, “If you apply everything we teach and you're aren't making $x by x-date, we'll refund every penny you paid AND give you an extra $100.” This takes away ALL of the fear and proves you stand behind what you sell.
So that's it – a slightly different and perhaps a much better way to sell from a webinar. I've seen this model in action, and the sign-ups were crazy. Not just the first night, but continuing on for days afterward. Test it out and see what you think.