The 1 Simple Way to Sell via Your Webinar

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your reps to follow-up immediately? Stop wasting the audience’s time with blather about your speaker.

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your reps to follow-up immediately? Stop wasting the audience’s time with blather about your speaker.

Ok, it will take more I admit. The rest can be done by getting to the point fast and helping your buyer become attracted to the idea of talking more about the itch your speaker just scratched. Here’s a three-step process to getting that done.

You Have the Email but not a Lead
The word webinar itself has a negative connotation. At best it is something your prospects attend while they check email and put out any number of fires. You might argue, “Sure, Molander, but I have the prospects’ email.”

True. But you don’t have them on the way to becoming a lead. You blew it. How? By wasting every single moment from “go.”

It’s time for tough love about your Webinar and the lousy leads it’s sending to sales. Of course, I’ll also offer three simple steps to help produce Webinars that spark customers’ curiosity in what your solution can do for them.

No. 1: Avoid all Introductions Like the Plague
“I find the need to hear the presenters personal story for 10-20 minutes a huge turn off,” says sales coach, Iain Swanson of UK-based Kolzers. “In most cases I have literally switched off and missed the content of the call.”

Enough said. And let’s face it. You’ve probably done the same. Or perhaps you make it habit to join the webinar late in an effort to avoid the irrelevant blather.

This time-wasting tradition needs to stop. Right now. How? NO introductions.

Your potential buyer isn’t attending the webinar to hear about the backgrounds or experiences of the presenter. Nor what the sponsor does, for whom or how well.

They’re there for one reason: To take from you. They want as much as they can get, for free, as possible. Why? They’re human.

Let them take. Let them gorge.

Just structure the way you release the information. Copywrite it. Yes, copywrite it. Scripted? Yes but only for the pros. If you come off as canned you can kiss the leads goodbye.

Start by canning your introduction. Shock your audience by immediately getting to the point. They’ve already qualified the speaker. They’re there, after all.

Brighten their day. Surprise them. Make them think, “WOW, he/she just skipped the boring introduction stuff!”

This is how to sell using Webinars. Trust me, it works.

No. 2: Promise Viewers Something They Don’t Already Know—Then Deliver It Fast, Clearly
Start your webinar by telling prospects, “You’re about to hear information that you probably don’t already know.” Then, follow the Golden Rule of communication. What if prospects already know most of what you’re about to tell them?

You’ve designed the webinar to fail. Just like a whitepaper that looks sharp but is worthless, your Webinar must contain useful information and new know-how, tips or knowledge. If it does not contain enough new information you will not hold the audience.

Build in useful, actionable and fresh information and present it according to the Golden Rule:

  • Tell them what you’re about to tell them (the main insight, short-cut, better way or remedy)
  • Tell them the “better way” (at a high level, yet specific)
  • Tell them what you just told them (come back and remind of the main point)

This approach serves the most essential goal: Getting customers clear on your message. Without clarity your webinar will fail.

Remember the last time you were clear—really clear—on something? Remember how you felt?

Remember the sense of confidence that came with your “ah-ha moment?” You might also recall a feeling of wanting to know more—wanting to have more clarity, more confidence. That’s what we’re after.

That’s your webinar’s job: get buyers crystal clear, confident in themselves and trusting you.

No. 3: Help Them to Want to Know More
When is the last time you attended a Webinar and learned something new? Think about a time when the presenter gave you everything they promised they would at the beginning of the presentation—and more. Did you want more from them? Were you ready to act on that impulse?

Give your best insights, tips or warnings away. Give away all of your best knowledge. All of it.

“But, Jeff, giving prospects my best advice for FREE will help them to do it without me!”

Doubtful. Be careful to not confuse customers qualifying you with what you perceive as their purchase intent.

The act of looking for answers does not always translate to customers’ wanting to do what you charge money for themselves. Even when it does “signal” a customer’s desire to do it themselves, what customers want can change.

You want to be there when it changes.

Most importantly you need to create a craving, deep inside your prospects. A desire to know more details about your big claim, better way, short-cut or system.

The only way to get prospects hungry for more of you is to attract them to the idea of talking to you. Attraction takes a reliable, effective system.

The idea is to structure (copywrite) the content you release in a way that makes asking more questions irresistible to your attendees. Yes, questions can be answered in Q&A. That’s fine. This builds trust and creates more intense curiosity in you—a hunger for more of what you can offer.

But only if you are careful about how you answer those questions.

To get started, present the answers or solutions clearly but in ways that provokes prospects’ curiosity. Answer questions always creates more questions about the details (relating to what you sell).

To create this hunger:

  • Make your words specific, filled with integrity, true and useful
  • Be action-oriented (make your answer clear and easily acted on)
  • But be incomplete (make a credible answer yet leave out most of the details)

Tee-Up Your Call to Action
The idea is to create hunger for a short-cut at the end of your webinar. In other words, the goal of this three-step process is to get prospects hungry for a faster, easier way to get all the details you just spent 40 minutes talking about.

This faster, easier way can be:

  • a lead generation offer
  • your product/service.

The idea is to present content that helps customers begin to desire your lead generation offer. Or at least be primed for the idea of taking action on it.

Making the pitch for viewers to buy at the end of your webinar? Help viewers see buying your product/service as a logical next step in the journey you just started with them.

Using this three-step process transforms what you sell from “something I need to think about buying some day” into “the obvious next step I should take right now.”

Your fee or price tag becomes a logical investment that “feels right, right now.”

Good luck!

3 Steps to an Effective LinkedIn Sales Strategy

“How much time do I need to invest in prospecting on LinkedIn each day?” The answer may surprise you. Getting more response, and earning leads, means developing a LinkedIn sales strategy that sets aside the time investment question. Instead, focus on applying an exceptional, proven approach to LinkedIn. Make sure everything you do on LinkedIn has one goal in mind: getting prospects hungry for more details, answers, short-cuts or satisfying experiences.

“How much time do I need to invest in prospecting on LinkedIn each day?” The answer may surprise you. Getting more response, and earning leads, means developing a LinkedIn sales strategy that sets aside the time investment question. Instead, focus on applying an exceptional, proven approach to LinkedIn.

Make sure everything you do on LinkedIn has one goal in mind: getting prospects hungry for more details, answers, short-cuts or satisfying experiences.

Put response at the heart of your LinkedIn sales strategy using a better idea: Make everything you put on LinkedIn create irresistible curiosity in what you (or your team) can do for prospects. Make what you say, and how you say it, foster hunger inside prospects. Then give them a way to act on it. Here’s how to do it in three simple steps.

The Argument for a Better Way
Nothing says “ordinary” like the approach most of us are taking to LinkedIn profiles and groups. Hey, I’ve been there. I know what does not work: posting my latest blog article in groups and putting all kinds of bells and whistles on my profile.

Yet “LinkedIn experts” (most of whom never held a sales job!) say putting videos and multimedia is the key to success. No, it’s not.

Videos, multimedia and words that grab attention, hold it and give prospects a reason to become a lead is one of a handful of keys to success.

Generating leads is not about video, Powerpoint decks or links to your blog. Your success relies on how (or if!) you structure these tools to create response-leads!

Step 1: Attract Prospects by Provoking Responses
Here’s where to start. The idea is to start LinkedIn group discussions (or answer questions inside existing discussions) in ways that provoke questions and create opportunities to generate leads. The same strategy can be applied on your profile page.

LinkedIn is filled with people just like you. They have problems to solve or goals to reach. They’re ambitious. They’re hungry.

They need your help.

Your potential customers are craving better ways to:

  • avoid risks
  • compete better or create market distinction
  • make faster, smarter decisions

Start by kicking off a magnetic LinkedIn group discussion that gives them what they want. Use this practical formula:

  • Focus on a nagging pain prospects are suffering from,
  • quickly suggest a specific, genuinely new/unheard of remedy and …
  • ask for group members to give feedback on it.

Use your discussion title and first sentence of the description to appeal to the emotional frustration of prospects. Then say, “I know how to solve this problem” (and make that pain go away). Appeal to the emotional end result prospects are longing for.

For example, in the Linked Strategies group I asked, “Why isn’t LinkedIn generating LEADS for me?” in my title. My description presented a dramatic take on the issue, suggested a compelling solution to the problem and invited others to comment on it.

When writing the description of your discussion you’re trying to encourage prospects think, “That sounds important for me to understand. I wonder what, exactly, he/she means by that?”

Present your remedy in a way that encourages readers to ask for more details. Leave out most of the important details. You’ll get to them in Step No. 2.

Step 2: Getting Prospects Hungry for Your Answers
Remember the last time you needed something fixed urgently? You were impatient. LinkedIn users are the same. So get right to the point when starting a LinkedIn group discussion.

Don’t make readers wait for the solution you promised.

However, when it comes to ALL the juicy details of your remedy take it slow. How slow?

Slow enough to encourage more questions. Be specific. Be action-oriented. But avoid being so complete that readers become totally satisfied with your words.

The idea is to satisfy the curiosity of group members for the moment.

The success of your LinkedIn leads strategy hinges on holding the attention you worked so hard to get. But you have another goal: Creating hunger for an increasing number of “the details.”

As the discussion unfolds, keep revealing more-and-more tips and advice … BUT do it in ways that:

  • prospects can act on yet also …
  • leads them to ask more-and-more questions of you … and …
  • creates hunger for a BIG SHORT-CUT to what they want.

That short-cut will be a free video tutorial, whitepaper, checklist or e-book that you will trade in exchange for contact information. I call these “knowledge nuggets.”

This is where you get a business lead!

Step 3: Make Calls to Action That Give Prospects Choice
The final step of your new LinkedIn leads strategy involves making simple calls to action. This gives everyone a place to put all that pent up hunger for your “knowledge nugget.”

Here’s how: As you continue to reveal more-and-more there will be a point where it feels natural to offer prospects a short-cut. Think of it as giving them access to a bunch of the answers they’re craving in one fell swoop.

This is where you link to an elegant, focused opt-in lead form page on your website. I recommend doing this once and absolutely no more than twice within a given discussion.

WARNING: Don’t be crass, but do be direct. You’ve worked hard to get here. All that is needed is a clear, text-based call to action that is:

  • casual in tone (are not pushy) and suggestive (“this might help you if you are serious about _____”)
  • in context with how the discussion is flowing
  • promises free, step-by-step instructions, a way to learn a new skill, avoid a risk, make a decision etc.

Here’s a trick I find to be VERY effective: Tell them that the decision is theirs.

Present the call-to-action confidently. Let prospects know you’re doing this because it will help them … BUT … be sure to reaffirm your prospects’ freedom to choose. Doing this indirectly says to them: “I am not threatening your right to say no. You have free choice.”

Want exceptional lead generation results from LinkedIn? Stop practicing ordinary tactics and dallying over how much time to invest in a LinkedIn sales strategy. Most sales people experience ordinary results on LinkedIn because they don’t know about an exceptional approach. This one. Let me know how it works for you in comments!

Why Is Customer Loyalty So Hard to Get? And How Can You Get It Now?

Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products “customers” doesn’t do justice. “Raving fans” is a much better description. Billions of dollars are spent every year on customer relationship management in an effort to inspire loyalty. Reward programs are implemented and abandoned when the cost to maintain exceeds the return. Loyalty is hard to get and easy to lose.

Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products “customers” doesn’t do justice. “Raving fans” is a much better description.

Billions of dollars are spent every year on customer relationship management in an effort to inspire loyalty. Reward programs are implemented and abandoned when the cost to maintain exceeds the return. Loyalty is hard to get and easy to lose. This is why the companies that have it guard their brand image with a vengeance.

The benefits of good customer/company relationships are well known. When people feel connected to a company, they become lifetime customers and advocates for the brand. Some companies naturally attract loyalty because of their product appeal and exclusivity. The rest have to earn it.

Earning loyalty begins with understanding relationships between customers and companies. Loyalty is hard to get because companies are focusing on the wrong things when they try to build relationships with their customers. Transactional and service relationships are the only type that people want with companies. All of the talk in social media about anything deeper is fantasy. Trying to connect with people beyond fulfilling their needs and expectations is a waste of resources.

Social media is one of many channels that companies use to communicate with customers and prospects. It is an excellent way to share information about the company, products and events and interact with people. It is not a replacement for taking care of the basics that provide the foundation for loyalty. Trying to shortcut the loyalty process by creating viral content is ineffective. If you want an interactive social presence, start with the fundamentals that are endearing to customers.

People want simple and easy more than anything else. Life is complicated and short. They do not want to invest time in the buying process. Simplifying the buying decision and making it easy to purchase, return and resolve issues will do more to create loyalty and increase revenue than anything else. Multiple channels and a variety of tools are available that provide economical and efficient methods to improve the shopping and service experience. To fast-track loyalty for your company:

  • Clean House: Review every process, procedure and policy to insure it is necessary and as efficient as possible. The shorter the paths from initial contact to purchase and problem to resolution, the better. It makes it easy for customers and economical for you.
  • Improve FAQ’s: Answer questions before they are asked. Sometimes this means you have to anticipate the questions because people don’t always know what they need to ask. Including the questions that should be asked in the FAQ’s improves trust and reduces resistance.
  • Supercharge Emails: Add service emails to your marketing mix. Service emails educate and inform customers and prospects so they know what’s happening and how to interact with your company. Educated customers are happier and easier to serve.
  • Offer Self-Service: People don’t really want to talk to your company representatives. They find it easier to solve their own problems when possible. Providing self-service opportunities pleases customers and reduces operating costs.
  • Invite Feedback: Your customers are the best source of information on how to improve your business. Invite them to share their thoughts and make the process as easy as possible. Be sure to always respond with gratitude and information on how the suggestions will be used. It gives ownership and connects people to your company.
  • Do It Yourself: Before expecting your customers and prospects to do anything, try it yourself first. If you developed the process and cannot be objective, ask someone outside the company to do it with you watching. The pain points are quickly identified when this is done.