I listened in on a “webinar expert” last night delivering a webinar on creating six-figures of income per month. While I didn’t stick around long enough to discover his “secrets” — which for many reasons, i doubt he knows — I was reminded of the most profitable 20-minute teleseminar script I wrote.
This article will detail for you exactly what to do and what to avoid when selling ANYTHING via tele-seminar, webinar, or live presentation.
Let me be candid in sharing some details so that I’m not mis-representing myself in any way. The most profitable 20-minute teleseminar script I wrote produced exactly $100K in sales. It was EXACTLY 20 minutes long and sold a $5K program. ALL 20 sales of this program stemmed from that 20 minute seminar. And — in the event that you’re discouraged, thinking that YOUR list won’t buy anything for $5K — the list this teleseminar was sold to had never been asked to purchase anything above $30.
Back to the webinar I couldn’t sit through last night. At the beginning of the program, the speaker / expert / guru mocked those of his ilk who waste a bunch of time on preamble and stories during free webinars. So far so good, buddy. I was encouraged… for about 10 seconds. Because immediately after MOCKING those time wasters, he began wasting time.
He spent several minutes on promises for the 55 minute webinar. 13 minutes in, he began telling us his “why we should listen to him” story. About 20 minutes in, I was done — since we hadn’t yet gotten to ONE solid strategy, and he was back to more promises of what was GONNA happen on the webinar.
Get to it already.
It reminded me of the teleseminar I attended years ago on time management. 35 minutes into the time management seminar, and we’d still not gotten off the ego express of the speaker. Me, done. I have no time to waste.
Anyway, the formulaic “system” used by MOST people selling via presentation (webinar, tele-seminar, etc.) and sold to anyone WANTING to sell via presentation is — largely — solid. There IS, in fact, a magic “recipe” to selling via live presentation.
- You tell them what you’re going to tell them.
- You remind them of why you’re worth listening to.
- You give NO MORE THAN THREE key principles / points / strategies and you illustrate each using stories / examples of your clients / success stories.
- You deliver an ask or invite.
- You close with another story that details — without stating outright — “this is what happens when you do nothing.”
So far, so good. But, you can learn all of the steps you want, and if you ignore the following, you’ll sell LITTLE if anything at all:
- INTEGRITY: The 20 minute tele-seminar I mentioned above? it worked because the 20 minute presentation itself DIDNT WASTE TIME and did what we said it would do. In other words, we respected our audience. No mind games, no delayed presentation, no hype.
- SEQUENCING: If you’re having to waste more than 90 seconds telling people WHY THEY SHOULD LISTEN TO YOU during your sales presentation, you’ve already lost. You’re at a significant — but completely avoidable — disadvantage. Why stack your bets on ONE sales page, ONE great call, or ONE awesome email? Sequence your efforts instead. Get all of that preamble out of the way before the live call… via email, snail mail, or some other fancy means.
- HONESTY. Quit Pretending. If you’re selling something, TELL PEOPLE WHAT YOU ARE SELLING, but make sure the presentation is valuable to people whether they buy or not. The 20 minute teleseminar I wrote was WAY up front about the fact that there was an invite-only offer to be announced.
Have a presentation coming up? Email me and let me know what you have going on…. I’d love to see what you’re preparing! xoxo
