- Gotta make sure you feel the energy.
(upbeat music)
How to use a webinar to sell more software.
Maybe you are frustrated because you have a bunch
of people that signed up but they didn't buy the product.
Maybe you have a newsletter, you've done like
a ton of blogging and you've got a bunch of people
on your newsletter but they're not using the product
or you have a need to pre-sell the software
to fund your growth.
If you're bootstrapped, this video is for you.
I want to show you a way to essentially create
a ton of value for potential customers
and have them buy in bulk.
Especially from a point of pre-buying one year,
two year and even three year contracts
using a leverage approach in a webinar.
It's something that I've been doing for a long time
and it's funny 'cause like when I first started,
I was horrible at it.
My first webinar ever I remember,
my buddy Lewis Howes came over to our office
in San Francisco, we were building Flowtown
and he's the webinar guy and he was like
webinars, webinars, webinars and I was like yeah webinars!
He's like massive action, do webinars
and we're like yeah, we're gonna do webinars
so we like took some of the emails on our newsletter
and we signed them up for a webinar
and I was gonna do a marketing thing
and I did it and at the end of it, no sales,
nothing, zero happened and I know why,
I didn't have any framework, any training,
any process, I just said I'm gonna do a webinar,
at the end I'm gonna make an offer.
What I'm gonna show you instead in this video
is a very detailed structure and approach
that I've used to help hundreds of my clients
use webinars to sell software.
If you're familiar with Salesforce or Leadpages or
SEO Moz or a ton of companies in the B2B SaaS based,
they all use webinars to enroll clients into their product.
Eventually with my company Clarity
figured out how to do it and since then
I've had one of my webinars do 450,000 in sales
so it can work, it takes practice
but I'm gonna you the bones and the structure
to make sure that when you get to the offer,
everything else before that aligned
to get the person or the customer enrolled
and then also how to deal with Q&A.
So there's five core steps to an incredible
high converting webinar.
The first thing is, how do you start?
You just start with an intro right.
So I like to have fun with it.
My webinars I like to play music,
I like to ask people where they're from
and how's the weather, those are two
of the favorite things people love to tell you about them
and just start the conversation going,
kick it off, make sure you build it interactive
even though it's one to many,
maybe you're broadcasting a video,
maybe it's just your slides,
there's still a sense of I wanna know
that somebody on the other end is responding
so right off the bat, you know set the stage,
talk about the agenda and then ask people to interact,
asking those two questions, where you're from
and how's the weather, they pop it in there
and just welcome them to the webinar.
John, Mary, Lisa, welcome to the webinar,
we're gonna kick it off and get it going
so that's the first part, the intro.
The second is the story.
Now it's not any story, it's actually
called the expert story.
It's your story that positions you as an expert.
Whatever you're teaching, okay.
Let's just call it three points,
three strategies that increase your marketing.
Whatever the value is your product offers
so you have a software product,
whatever problem it solves,
you wanna do a webinar that solves that problem
through the content so if you have a HR recruiting platform
your webinar should teach people how to hire better.
If you have an Instagram marketing tool
then you wanna teach people how to do better
Instagram marketing so let's just call it three things.
What you wanna start off in the story
is teach people how you learn how to do it,
maybe you started off on Instagram
and you realized that it was an up and growing channel
and you wanted to do it and you spend a hundred hours
in a three month period and no results
and you just tried, you tried, you tried
and maybe you went on a journey,
maybe you went and you read all the books,
you talked to some experts and then finally
something clicked and you learn how to unlock
the power of Instagram marketing
and that becomes the three strategies
that you're gonna teach in the webinar
so you wanna spend about 25 minutes
on the teaching stuff but about five to 10 minutes
on the story so you start with the intro,
go to story and then finally the third is the framework
and the framework, I say three things that you wanna teach
but here's the cool thing.
If you put it, if you draw, okay
and this is like super simple, okay.
A triangle, if you have three things
and you draw a triangle and you go boom, boom, boom.
All of a sudden now it's valuable, okay.
This is a game changer.
If you're building any kind of training material
and you don't take the opportunity
to do a triangle, a square or a circle
and like think about about it,
if you have four points, four strategies
to increase your recruiting process,
you could just draw a square and then put it into a grid
and call it a quadrant and have it called
the recruiting quadrants and these are the four things
that you need to know to just dominate in recruiting.
It's that simple but I write framework
because if you don't have a process,
then people don't value it.
It's just like three random things,
it's not as interesting as some kind of diagram.
The way I think about it is when you draw,
it draws people in and they're gonna value it
and appreciate it more and then all of a sudden,
they're like man, this person really is an expert
at this information then the fourth part
and this is the magical one is the offer, okay.
And when I think about the offer,
I think about the turn so ideally what you teach
in the webinar gives people a result,
gets them a result but it's done in the hard way
so whatever your software does,
whatever problem it solves,
the webinar content teaches people to do it manually.
Maybe it's a spreadsheet you give them,
maybe it's the process and like step one, you do this,
two, three, four and they're like wow, that's amazing
and then you go, hey, I just taught you this way of doing it
and I think we'll both agree that it's really powerful
and valuable and they all go, yeah, yeah, that's great
so would you like to learn how to automate this
and that's called the turn.
You introduce a new problem and then it takes forever
to do that process, maybe five hours a week
and you have a software solution
that could automate it for them
and I just ask, hey, would you like to learn
more about a solution that could automate this for you
really quick and everybody's likes yes, yes, please,
please, please, that's the turn.
New problem takes a lot of time to do this, agree,
new solution, your product and that's when you start
diving in to the specific offer.
Now there's seven key characteristics of great offer
but the one I really want to dial in
and what makes it different,
why should people buy on the webinar versus any other time
and that's called add-ons.
Some people call 'em bonuses, I call 'em add-ons.
There are four add-on types that work incredibly well
for software founders using webinars to sell their product.
The first one, you wanna think about it
kind of like a supplement.
You know if I think of like people training,
lifting weights, maybe your product helps them train,
kind of give them exercises in a schedule,
the supplements, you know normal supplements
would be like vitamins or whatever,
it's the things that they would need
to be even more successful or where they would get hung up
so these four add-on types are critical
to make the offer irresistible, okay.
So the first one is a done for you offer, okay
and you can do this for the first 10 people,
maybe it's actually assigning one
of your product specialists to the customer
for a three hour, free strategy and implementation workshop,
values $1,500, you're gonna add that as an add-on
so the done for you bucket is one of the key areas
that I think a lot of customers would find
extreme value that wouldn't be otherwise available
if they just signed up for your product
and you can add that as a specific thing and maybe only
the first 10 so you create a sense of urgency.
The second one is a digital course.
Some kind of training, maybe you created a way,
you know, you take the webinar and you expand on it
and maybe there's these other facets of it,
whatever somebody would get stuck in
implementing your product, maybe you have a digital course
and it's a $500 program and for people
that enroll on the webinar in your product today,
you're gonna give them that as a free add-on
to the total package, right so you add that.
The third thing is templates.
You know when I think about project management software,
accounting software, marketing tools,
the biggest challenge that I'm always gonna run into
is what should this look like,
how should I structure this, what's the best practice,
just tell me how to do it, I don't want to
have to figure it out and if you already have you know,
the best templates based on your experience
working with hundreds of customers
that you know work and you add that as a bundle
and an add-on to the offers, that's got incredible value
so you set a value to that and you add that to it.
And the fourth thing is if you have other tools, okay
so you know it's easy if you're a Salesforce.com
and you're like well, if you enroll in our CRM product,
we're gonna throw in our support software
at a discount or whatever or you know,
I know Leadpages offers Drip, they just bought a product
called Drip and you can get Drip for 90 days
for half off or you know $20 trial or whatever it is
but they have other products they can sell.
If you don't have that, ask yourself
what other software exists in my space
that I know a customer uses alongside mine
so maybe you have, like I said, Instagram marketing tool
and you know that people that use that
also have a need for an email automation software
so you could actually go to a company
that has the email automation and say
hey, I'd love some kind of discount code
or some kind of bonus that I can, you know get
that's exclusive to me so maybe it's an affiliate thing
and you just pass that along to the customer
and you add that to your offer so you know,
a lot of people that use my product
also need Go To Webinars so what I did
is I reach out to Go To Webinar
and I'm able to give it to you at half off the retail price
but only for those only on this webinar
that invested in my software and that is a great way
to fill out the four key add-on sections
to the offer to make it irresistible.
Now the fifth part to an incredible webinar
is the Q&A and this is where the magic happens
and the reason why is when you get to questions,
yes they're gonna have questions about the content
and the structure and maybe some other things
in the webinar but for the most part,
they're gonna ask questions about the,
you know the offer, hey is there a 30 day guarantee?
Is there a way for me to invite people on my team
so they're gonna talk about your product.
What you wanna do is precede based on previous webinars
or Q&A, FAQ, frequently asked questions,
it can be about right pricing, features, setup,
time invested, whatever it is and you can pre-setup
five to 10 questions that you know
that your customer's gonna be asking
so that you can seed those in the Q&A
so you can say John asked, now this is not a lie,
it's not misleading because John did ask,
just not in the webinar but I didn't say that,
I'm saying hey, oh get in the Q&A,
oh John asked, "Can I invite my team member
"to collaborate around the report?"
Great question John, here's how that works in our product
and you can actually, if you wanna go ninja,
open it up, show the software on the webinar
and walk people through how incredible it is.
That's next level, a lot of people a little iffy
doing a live demo but that's what I would do
and you could just have those, you know,
five to 10 frequently asked questions pre-seeded
so that as people ask questions live,
you can go to one live, one seed,
one live, one seed and doing that
will help overcome some of the objections
people have on the webinar and they're eventually
going to buy and pre-buy and this is where
the offer comes into play.
Give them a reason to buy a year, two year contracts
of your software and that'll help fund,
especially from a cash flow point of view
for you bootstrapped founders out there,
the growth of the business.
Webinars are one of the most powerful conversion tools
to scale your sales process using some kind of paid lead gen
to a webinar, offer of your software,
I've had many of my clients get to a million plus
in ARR, annual recurring revenue
in months because they were able
to leverage the webinar framework
I just shared with you guys so I wanna ask you,
leave a comment below and let me know
what is the title of the webinar.
If you have one, talk about it below,
what are you teaching, if you don't have one,
what would it be called?
Again think about your software and the problem it solves
and how you could teach something
aligned with that problem.
You know for them to do it manually,
leave that below, I can't wait to read your answers.
I hope this video finds you incredibly well
and I'll see you next Monday.
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