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!

Where Earth Day Meets Big Data

When marketers laud the advantages of big data, it’s usually in the B-to-C marketing context. Sustainable fabric company Thread LLC takes a different approach. By using granular supply chain and social impact data, Thread helps customers improve brand integrity and increase the marketability of core products. For this special Earth Day blog

Happy Earth Day 2014! For this week’s Marketing Sustainably blog post, I welcome Adam Freedgood as a guest blogger. Adam Freedgood is a sustainable business advisor and co-founder of Third Partners, a New York-based firm that helps organizations implement strategies that create new revenue opportunities, reduce waste and improve environmental performance. He is also a sustainability expert on the DMA Ethics Policy Committee. —Chet Dalzell

Sustainable Product Companies Benefit From New Breed of Big Data
When marketers laud the advantages of big data, it’s usually in the B-to-C marketing context. Sustainable fabric company Thread LLC takes a different approach. By using granular supply chain and social impact data, Thread helps customers improve brand integrity and increase the marketability of core products. For this special Earth Day blog, I sat down with Thread CEO Ian Rosenberger, Director of Community Development Kelsey Halling, and Director of Marketing Frank Macinsky to learn how Thread is using big data to unlock new sales opportunities through positive social and environmental performance.

Q: What Does Thread Do?

Rosenberger: “Thread recycles trash from the poorest neighborhoods on the planet and transforms it into fabric. We then sell the fabric and the story of how it’s made to companies that are trying to be more responsible.”

Q: Other than recycling, what about your business model makes you sustainable?

Rosenberger: “In addition to holding ourselves to the highest supply chain standards on the planet, we’re a certified B-Corp, which means sustainability is in our corporate DNA.”

Halling: “Traditionally, the fabric business is linked to environmental and social problems, not solutions. Beyond being a recycling company, we are also interested in social impact.”

Q: What are some of the problems associated with the typical fabric supply chain?

Rosenberger: “There are huge problems with textiles. From labor practices to environmental pollution, many brands’ supply chains don’t measure up to their marketing. For example, last year at this time thousands of people died and were injured in the Rana Plaza factory collapse in Bangladesh. Thread exists because we think brands need a more responsible source of raw material.”

Q: What do you mean by “more responsible source of raw material”?

Halling: “We use ‘responsible’ as the overarching term covering social and environmental concerns. Today there’s a lot of greenwashing out there. A recent study from Rank a Brand shows that hundreds of apparel companies talk about sustainability, but only a fraction follow through with real action or data. It’s a big deal to be able to put proof behind the claims.”

Q: There are many companies recycling plastic from various sources for various products. Why did you focus exclusively on fabric as the end product for your material?

Rosenberger: “We saw an opportunity to conduct good business while solving an enormous global problem. First off, we believe fabric can end poverty.” The textile business is one of the dirtiest on the planet, both socially and environmentally. We offer a 100 percent transparent supply chain solution. By giving data to other companies, we are creating a new market for getting a billion pounds of trash off the streets. In Haiti and Honduras we have already pulled 70 million plastic bottles.”

Macinsky: “The great thing about the fashion brands we are speaking with is that the industry is a trend setter in a lot of ways. As more brands get involved and interested in this transformational shift in the way we do business, a lot of people will benefit worldwide.”

Q: Big data typically refers to marketers using consumer data to target marketing messages more effectively. How does Thread’s outlook on big data differ?

Macinsky: “Our key differentiator is powerful stories involving people. We are tasked with finding qualitative data about how people are impacted positively by our product. We think in terms of ‘triple bottom line’ metrics: positive impacts on people, business and the environment.”

Halling: “We’ve been tracking data since the very beginning. As we are setting up supply chains, we are measuring financials, efficiency and the impact we are having socially and environmentally. We track job creation, training hours, pounds of trash, and even the lifecycle carbon emissions associated with each step in our supply chain.”

Q: That’s a huge amount of data mixing qualitative and quantitative units. How does a Thread customer digest it all?

Macinsky: “As a fabric company, our product goes into consumer goods. Our job is to give our partner brands a very simple distilled story so they can turn that around.”

Halling: “It changes from company to company and from consumer group to consumer group. From the list of bragging rights we provide, brands choose the attributes that are most in line with their marketing strategy. Our impact report summarizes some of the data insights.”

Q: How is the data Thread captures different than leading supply chain tracking mechanisms in the apparel world—for example, Patagonia’s supplier tracking tool?

Halling: “We have a saying that we track everything ‘from ground to good.’ When we say we know our supply chain, it means we are literally on a first name basis with the people involved. Some apparel companies claim to know the factories where stuff is made. They run audits, verify codes of conduct, etc. We take it way further than that, back to the moment bottles are picked off the street.”

Q: What positive social impact can Thread show so far?

Halling: “To date we are supporting 2,000 to 3,000 income opportunities for the poor in Haiti and Honduras. In the first quarter of 2014, our supply chain supported 221 jobs and about 2,700 income opportunities with $100,000 paid to small businesses, and we have huge growth opportunities ahead.”

Q: What data would you like to have that you do not have today?

Halling: “We think our partners and consumers would respond well to more real time data like GPS tracking, so they could actually see movements as they are happening. Even the data we have is groundbreaking. Environmental impact tracking is not widely done in the developing world. It’s a real culture shift.”

Macinsky: “I’m most interested in tracking outcomes on how Thread is benefitting people in their homes, workplaces and actually proving what jobs and income opportunities mean to people. For example, do cleaner streets mean fewer health problems?”

Q: Can we expect to see your use of big data in products on store shelves soon?

Macinsky: “You sure will. Our first partnership is with a bag manufacturer called Moop. That product will be available in May.”

Q: Will Moop be talking about specific social impacts?

Macinsky: “For the first launch, the focus is on some of the more digestible tidbits of data we have to offer. We are starting with the basics like the number of plastic bottles that go into a product, jobs supported and similar stats. Long term collaboration will increasingly focus on the social storytelling side.”

Q: Who do you want to connect with in the marketplace?

Macinsky: “Our focus right now is on talking to brands that want to be more responsible in their supply chains.”

Halling: “We are excited about the larger impact that happens at volumes to help disrupt the textile industry. The industry is this multi-billion dollar force in the world, but it is still murky and hard to get data on supply chains. There is still tragedy happening. It doesn’t have to be that way.”