Are you currently looking for a different way to sell your product or service? A webinar can be a very effective medium with a high potential to generate leads and convert them into paying customers.
In this guide, I will discuss how you can use webinars in a sales presentation, why webinars are so effective, and how you should structure a sales representation webinar so you can use them effectively to sell your product and/or service.
Let us begin.
What Is Webinar Sales Presentation?
Webinar sales presentation, or webinar sales pitch, is essentially using a webinar as the medium to perform a sales presentation.
The term ‘webinar’ comes from ‘web seminar’, which is a seminar delivered via a website or any other internet-based solutions, commonly in the form of prerecorded or live video.
On the other hand, ‘sales presentation’ is providing a talk (or a written text) giving information about a product or service that you are trying to sell, with the objective of persuading your target audience to purchase it.
A sales presentation webinar session typically consists of a presentation, followed by a Q&A session. The visual and interactive nature of the webinar allows us to explain things more clearly than other formats while encouraging participants’ engagements. Most people will grasp the presented information faster than, for example, reading a blog, and so you’ll have more opportunities to convince a prospect in a webinar.
In sales and marketing, we can use a webinar to achieve the following objectives:
- Showcasing the company’s expertise in its niche, and its ability to solve the audience’s problems and needs
- Demonstrate the product or service’s capabilities
- Provide training on how to use the product/service effectively
- Expand on previously-published content to highlight the product/service’s value
Although it’s a sales presentation webinar, it is very important to focus on providing value for the participants of the webinars rather than simply focusing on talking about the product/service. For example, instead of saying that the product is capable of sending 100,000 emails simultaneously, you can say that “we can help your company engage 100,000 potential prospects in just a matter of minutes’, even a simple change in your message can be very powerful.
Why a Webinar Sales Presentation is Effective?
Above, I have mentioned how webinar sales presentation can be a very powerful medium in convincing people to purchase. But, why exactly?
Here are some key statistics that show the benefits of a webinar sales presentation for your business:
- A 2019 study has suggested that 20% to 40% of webinar participants would convert into qualified leads, which is a very high average.
- 73% of surveyed B2B marketers admitted that a webinar is their current best method in generating high-quality leads
- In March 2020 after the COVID-19 pandemic hit, the number of webinars on ON24 increased by 330% and the number of participants has doubled. There hasn’t been a better time to start your webinar marketing
- The average attendance rate of marketing webinars is 44%
- Between 2% and 5% of the webinar participants will make a purchase, which is a very high number.
What Can You Sell With a Webinar?
A well-designed webinar sales presentation can sell practically anything from:
- Digital (software) products
- Physical products
- All kinds of services
- Workshops, training, online courses
- Any types of events (i.e. seminars, concerts)
- Online/offline memberships
However, different kinds of products and services would also demand different kinds of approaches in structuring your webinars.
The most basic principle in presenting a sales pitch through webinars is that the easier it is for your audience to take action on, the easier it would be to sell the product in a webinar. For example, it’s much harder to sell a $100,000 watch which requires a lot more commitment than a $100 software in a webinar.
In a webinar sales presentation, it’s important to maintain instantaneity in the eyes of your prospects. That is, you need to make sure that the webinar participant is always in control of the purchase process, and the reward of making the purchase from you is immediate (at least, it should feel immediate).
For example, if you are selling a SaaS product (i.e. an editing software), you have to clearly communicate that they will be able to download and install the software immediately right after they’ve confirmed the purchase. It’s very important to make sure they know about this fact.
While this effect can be much harder to create if you are selling a physical product or a service, you can first send something that is digital in nature to help bridge this issue. For example, if you are selling a course that is going to be delivered weekly for 4 weeks, you can send a tutorial ebook to prepare for the course that will ensue. If you are selling a physical product, you can send a video to build anticipation until the product finally arrives at their homes, and so on.
Best Practices in Designing a Webinar Sales Presentation
Now that we’ve discussed the concept of a webinar sales presentation and its benefits, let’s take a look at the best practices in designing a webinar sales presentation before we dive into the structuring process:
Webinar Is Not Only About Selling
Even if your target audience already knows that this is going to be a webinar sales presentation, you shouldn’t treat your webinar only as a way to pitch a product or service. While selling the product or service is going to be the main objective of your webinar, and is most likely how you are going to close the session, you should include more content in it.
Don’t Focus Only on You
While it’s obviously important to use the webinar to introduce your brand and tell your story, it’s unwise to make the whole webinar about you. Instead, it should be about your audience. Understand your target audience, and focus on how you can provide value for them, build relationships, and maintain engagements.
I instead recommend weaving in information about you during the presentation. Examples like “When we have done this for 34 clients we saw….” or “Implementing this strategy as our costumers have done, we see these results”. This gives your audience value in the form of concrete examples, while at the same time proving you can get results.
Creating a Sense of Urgency
One of the key reasons why the webinar is a powerful medium for sales presentation is that it’s really good in creating a sense of urgency, and we all know how urgency is the most powerful way to encourage sales.
There are various ways to implement creating a sense of urgency in your sales, but the most common ways it to offer a bonus to a limited number of people, or have a counter running for a limited-time offer. Communicate these limited offers throughout your webinar.
How Do You Structure a Sales Webinar?
Structuring a sales webinar can be a little tricky, you’d want to provide enough technical value about the product or service you are offering, and on the other hand, you’d need to tell a great story to keep your audience engaged.
Maintaining the right balance between the two can indeed, be easier said than done, and to do so, your webinar sales presentation can follow this structure:
Phase 1: Building Awareness
The start of your webinar is mainly about introducing who you are, engaging your audience, and give context to the webinar by describing the problem the webinar is addressing.
You can start your introduction with an anecdote that relates to the topic and your sales offer to give context to your information. This can be very effective in gaining their attention immediately and so they know why your webinar is important.
Your objective in this stage is for your audience to agree that they have the problem you are going to discuss, and you can do this by offering potential scenarios they can relate to.
2. The Great Story
I call this section ‘the great story’, and this is about how you are telling a story about a potential solution for the problem discussed above. Make it personal, say something like “I’ve used to suffer on the same problem, but I’m glad I can share a solution I’ve used”.
For this step to be successful, however, it’s very important that the story must be transformative enough. Make sure your audience can immediately imagine having the solution themselves and gain the benefits.
3. Presenting social proof
After the great story, reflect back to your audience by sharing testimonials from real users just like them. If you’ve gained previous accolades and awards, you can also share them in this step. If you can include video testimonials from real users, great. If you are using text-based testimonials, add a picture of the person speaking whenever possible.
Phase 2: Engaging and Driving Interests
4. Communication the solution
This is where your sales pitch will be.
Focus on offering your solution, show off the product/service’s feature and establish your position that you are indeed the expert on the topic.
Make this step as interesting and engaging as possible while focusing on communicating your value.
An effective way to do this is by providing a visualization of them overcoming the problem you’ve addressed, and communicate this effectively. You’d want them to be able to imagine what it’s going to be like when they’ve experienced this solution.
For example, you can ask them to imagine their goals after they can overcome the problem, and imagine what it would feel like once they’ve achieved these goals. This is a very effective step you should include in your webinars.
Provide actionable tips and insights in this step while offering your product/service. If you want to effectively sell through your webinar, this is a very important step to focus on, so make sure to design this carefully.
The objective of this step is to create a strong emotional connection between you and your audience by communicating how you can offer real benefits for them.
Phase 3: Convincing
5. Pitching you offer
The main focus here, and arguably, the most important part of your webinar, is to smoothly transition between providing a solution to giving a sales pitch. The smoother you can do this, the higher your conversion rate will be.
There are generally two different ways you can do this:
- Tell them that you are done sharing your solution, and now you are going to tell them about a more practical solution to their problem (your offer). You can let people that might not be interested in your product leave the webinar (i.e. “this concludes the tips that I wanted to share with you. If you’ve got to go, now it’s a good time. However, if you’d like to learn more about a more elaborate solution, then I’d love you to join the next section about a solution that will be perfect for you”.)
- You don’t tell them that you are moving towards your pitch, but you move to the pitch straight away. Commonly you can use something like “My guess is that you are struggling with problem A, and here I’d love to share a perfect solution for problem A.”
It’s important to note that there will always be people who leave the webinar at this stage, no matter how smooth the transition is. The idea is to keep as many people as possible.
Phase 4: Call To Action
This is where you’d like to create a sense of urgency to encourage conversion.
Highlight everything offered by your product or service, and offer a limited-time offer or an offer limited only to a specific number of people.
You can also combine this section with a Q&A, for example by letting the counter for the limited-time offer start while you answer the questions (while reminding them about the time every now and then).
Above, we have discussed how we can use webinar sales presentation to sell our product/service, but before we let you go to start designing your amazing webinar, here are some extra tips you can use:
- COMMUNICATE YOUR KEY-VALUE AGAIN AND AGAIN: Don’t be afraid to repeat your key values during your webinar. Repeat your solution from various angles so your audience can really get the idea.
- MORE SLIDES=BETTER: Keeping the same slide up for too long might cause your audience to get bored, so change your slides frequently to keep them focused.
- EARLY OFFER: A tip to keep them engaged as soon as possible is to introduce a bonus (giveaway, coupon, raffle, etc.) at the start of your webinar, and remind them several times that this bonus is going to come at the end of the webinar. This can help to maintain engagement.