I remember when I ran my first webinar. My palms were a little sweaty and my stomach was full of butterflies. I had sold to my list before, but I wasn’t sure how to best sell on a webinar.
Thankfully, I had done a lot of prep work. I watched so many webinars from people like Kimra Luna, Amy Porterfield, and Nikki Elledge Brown — and I studied them. I took so many notes on how they transitioned, what order they put everything in their pitch and even how their frameworks led into the pitch seamlessly.
Armed with that knowledge, I stepped out of my comfort zone and sold on my first webinar. Better yet, it converted at 30-40%, which felt amazing! Right up there with big league folks, because I knew that I learned from the best.
Now I want to pass on some of the key things I learned on to you so you can rock it on your next webinar too.
A Few Keys to Remember
Selling on a webinar starts way before the actual pitch. Just like anything else, it needs a solid foundation. So here are some things to remember first:
Have the right people there. Your numbers don’t matter if they’re not the right people to show up. With fewer numbers but the right people, you’ll get a better conversion rate and more sales. So make sure your marketing is on point for that.
Second, you need to get people on the webinar live. There’s something about a live event that feels special and gets people excited. So have a replay, if you desire, but make sure you send reminders and give them reasons to show up live.
Third, make sure your topic is the right fit. If you don’t set up the pitch well with the right topic so that it leads into the pitch seamlessly then you’re giving yourself an uphill battle to climb. I’ve found six frameworks that kill it, and you can get those here.
Finally, give them a reason to stay until the end. At the beginning of the webinar, share what they’ll learn and tell them to stick around for something so they hang out with you through the pitch. This can be a bonus worksheet, Q+A with you, or even a special bonus they’ll get with your product.
Transition the Conversation Well
This is the part that trips people up the most. Because you practice the teaching (or you’re confident in it) and you practice the pitch, but not everyone thinks about how to link them together.
There are two main approaches you could take.
Approach 1: Why you’re here
With this approach you share a little bit about their current circumstances. Ask yourself where are they now that would bring them to this webinar? What were they looking for? What’s the main goal they have that this fits into?
Then tell them. “You’re probably here because …” to make the transition.
Approach 2: What’s next
The next approach can also be combined with the first one, but it’s slightly different. It’s reaching the end of your content and saying something like, “Now here’s what we’ve learned so far. But now you might be wondering, what do I do now?” That leads beautifully into a pitch (especially when combined with approach #1).
Show the Possibilities
Once you acknowledge where they are, you want to make sure you show where they want to be. Paint the picture of their future, and you can special bonus points for doing this with client stories.
In fact, this is something you can work throughout your entire webinar. Do you have a strategy you’re sharing that worked like gangbusters for someone? Share their story to illustrate the point.
People need to believe that it’s possible for them to be successful too. Show them what it would look like.
Get Them from A to B
Now that they see their present and their potential future, it’s time to show them what will get them there. (Hint: It’s your product or service!)
This is where you share the details of the service. Go into it all and leave nothing behind. Give them the features but make sure to hit the benefit of each of these. Another great thing to incorporate is testimonials around some of the features if you have them, or at the very least make sure you include why you put that feature there.
Then also make sure they know why your product is different than someone else’s. Because we know that you’re not the only one selling this. Why is yours the one for them? What makes it stand out?
Make sure they leave knowing what your product does for them, who it’s right for, and why they need it now.
Call Them to Action
This is simple, but you actually have to tell them to buy it and how to buy it. Lay out the process simply and clearly.
Tell them to hit the button that appears or go to the link you share or click on the email. Give it to them step-by-step so they know exactly how to do it. They need to know what you want them to do and when.
Part of the live factor of a webinar is to help you create special urgency around the product or service. This means you need to give them a reason to act on the webinar and shortly after.
Way #1: Include a fast action bonus
As you’re going through Q+A, put up a timer until the end of the webinar or the end of the night and give them something special for signing up right now. It seems small, but it can make a big difference. Make sure it’s something they want and that complements your product well, and set a clear time boundary on it.
Way 2: Include a discount
This can be used on the webinar or even in the follow up to encourage sign ups in the few days after a webinar — especially for those replay watchers. This can also be done in addition to the live fast action bonus. You can stack these so you get more people through. You can do this in a launch period or just during a short promotion period for yourself.
Follow Up with Everyone
You may have caught this already from my last point, but make sure you follow up during your post-webinar promotion period to keep them engaged during the special pricing, bonus, or launch period.
Your follow up emails should send the replay (if you have one), share the details of the offer and specials for those who didn’t come (or to remind those who did), give them stories, overcome objections, and simply remind them of when things are going away.
Crafting a great follow up sequence will help to nurture more sales as you promote your offer more. Because as it turns out, the secret to sales on a webinar isn’t just selling there — like everything else, the fortune can be in the follow up as well.
Pitching in a webinar can be really scary, but if you include all of these parts with clear directions then you’re setting yourself up for success and can see higher conversion rates as you go and even get more practice.