We live in a new world. A digital one. Where the ether of cyberspace offers a resplendent haven for a new type of sales tool. The webinar, which is the evolution of the tele-seminar, has its roots in those in-person meetings that often involve lengthy flights and costly hotel stays just to watch some salesman pitch a slick presentation that has buyers lining up at the end, clamoring for a chance to purchase whatever’s being sold.
For Jason Fladlien, co-founder of Rapid Crush, and an individual who’s sold upwards of $100 million of products through webinars, the journey towards the perfect pitch was born well before 2006. However, it was back then that the seed was planted in his mind, one that involved selling online through this medium. He knew that it could be done, but the technology just hadn’t been created, nor could internet speeds largely support this web-based sales channel back then.
However, Fladlien, who’s come a long way since selling his first product for $4 in 2007, has now perfected the art of selling through a webinar. In fact, high-profile individuals and celebrities turn to him to help concoct and construct the perfect webinar that they can turn into an automated selling machine. These systems operate almost entirely on autopilot once they’ve been filmed in a live setting, but there’s so much that goes on behind the scenes before that can happen.
Today, everyone knows the power of webinars. It’s a chance to get your clients in a setting where you can command attention, deliver real value and sell high-ticket digital products. It’s the perfect storm. An ideal environment for selling just about anything to anyone at just about any time of the day.
Creating the perfect webinar is a mixture of buyer psychology and sales know-how. It involves leaning on statistics and numbers, carefully analyzing feedback and reactions in a live setting. What actually goes into the perfect webinar is a hefty and carefully scrutinized formula, one that Fladlien shared with me openly.
While it’s no secret, actually going about creating and crafting the perfect webinar, with the right language and the right approach, is something far more different. People like Fladlien are lavishly paid for a reason. He’s done over 50 unique webinar pitches and has easily delivered well over 300 live webinars, honing his skill set over time, spending well over 10,000 hours on his craft.
To distill all of that information, knowledge and experience down into a simple framework only offers you a glimpse of what it takes to build the perfect webinar. However, this should be the approach that anyone takes when building their automated selling machines.
Step 1: Determine your offer.
The first step in building your webinar is to position your offer so that it’s too irresistible for them to say no to. You need to leverage the principle of scarcity in order to get them to act right away. How will you do that? Will the price go up soon? Will a bonus disappear? Does the offer expire soon? Fladlien says that you need to properly leverage the most enticing elements of the offer if you want people to sign up right there on the spot.
The problem is that there’s only a brief period to really hook them in. How can you position it so that, at a mere glance, your attendees are going to be desperate to purchase? Will you offer some extra bonuses that will make the audience feel like they’re taking advantage of you when they buy?
Step 2: Plan your objection strategy.
What most people don’t realize is that consumers have natural objections during the sales cycle. Whether you’re sitting in a room watching a presenter pitch something, or you’re about to test drive a car with a pushy car salesman, you’re naturally objecting to certain things in your mind. The salesperson’s job is to overcome those objections.
In a webinar setting, you have to battle hard to do this. You can’t see the other person and you’re not in a one-on-one scenario. Think about what four excuses your audience could use to not buy what you’re selling. How can you obliterate these objections during your pitch? How can you invalidate some of these during the content section of your webinar? These are all important considerations to include.
Step 3: Conceptualize your sales funnel.
At the heart of every good webinar is a sales funnel. Your sales funnel is critical to your ability to succeed. Fladlien says that you need to determine if you’ll sell at the end of the webinar or if you’ll do a replay. Which do you think will giving you a better overall results when it comes to your revenue?
You also need to conceptualize the number of days ahead that you’ll begin to start promoting the webinar to get registrants and attendees. Will you send them pre-webinar content that’ll ultimately put them in the mood to buy when they show up? Will you attract them through a lead magnet or some other incentive?
Step 4: Craft your webinar’s content pieces.
You have to be extremely clear about what you’re going to show or teach people. Clairty is key for the content section of your webinar. Craft, in one sentence, exactly what the defined outcome you’ll be sharing. Share this as your goal to your audience on the webinar. This will also help you keep on track.
When you give away your content for free, you want your audience to be dazzled and amazed, bewildered even, wondering just how incredible the paid content must be if you’re giving away content this good for free. It’s about teaching them in a way that’ll make them more optimistic about the future and empowered as a result of the insights that you deliver.
Step 5: Design your content-to-pitch transition.
The perfect webinar provides a smooth transition that segues from content to pitch, in a way that almost makes your audience beg you to see your offer. Figure out a way to show whatever you teach within your content, as valid as it is on its own right, to be that much more value when fueled by the power of your offer.
The goal? You have to feel completely confident and comfortable with this transition. It has to be free of mental obstructions and easily move into a pitch from a teaching perspective. The better you can do this, the better your webinar will be at selling to your audience without much added friction.