Kim Walsh-Phillips: How I Sell More Than $20,000 In One Hour (And How You Can Too)
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I have optimized, tested, studied and executed webinars and have developed a formula that gives me a 20 to 40% sales rate for each webinar.
Recently I did one where only 78 people attended, but I was able to earn $20,000 in less than one hour.
I have learned a lot over the years about getting people engaged on the webinar, keeping them engaged and getting them to respond to your call to action to buy.
A lot of the strategies I have found work may be controversial as they are manipulative and persuasive.
And they are.
But here’s the thing…
If you have a product or service that can help people, then you have a moral obligation to do everything in your power to get them to take action. Everything.
These strategies are powerful, so please use your powers for good and not evil.
How to Effectively Sell on a Webinar:
- In your pre-event promotion, make a point of telling people to show up early in order to secure their spot. Get on the webinar early and welcome guests, telling them to close all other windows down and put their phone on silent. You will be moving quickly and they will want to devote all of their attention to this training to get the most out of it.
- In my welcome, I always have a slide that includes my headshot and media logos of where I have spoken, to set up credibility. I also come on screen during the beginning, so they can see I am an actual person. This creates bonding and rapport with my audience.
- Start by asking an interactive question. I usually ask where they are watching the training from and what snack and/or beverage they are enjoying. I announce these to the audience so they know the depth of the attendees.
- Call out a few people on your attendee list who don’t answer. This lets your audience know that they must pay attention and stay engaged or they are going to be called out on it. Any time you see your attention rate go below 90%, ask a question and call out someone who doesn’t participate. It will only happen one or two times and everyone will be fully engaged.
- Open with telling them the transformative value they will get by being on the training. For example, “You made the right decision being on here today because you are going to discover how to drive qualified leads and sales through Facebook. I am also going to share a few mistakes you are most likely making that are costing you money and a compelling, yet albeit controversial landing page strategy.” In this one sentence, I have given them intrigue, curiosity and suspense, all tied around keeping them involved and engaged in the training.
- Next share who this is for and who it isn’t for. Here, you want to identify with the audience. I like to connect with them in a way that is uplifting and supportive.
- Set up why whatever topic you are focusing on is an issue now and it is urgent that they address it right now. Share what the consequences will be if they don’t deal with this problem right now. Give them instructions to take notes and tell them a few phrases that they should write down. This helps to keep your audience engaged and paying attention and sets up your authority.
- Share your story. It is important every time to share where you were before, how you found a solution and how it got you to where you are now. You have to let the audience know that you weren’t always this successful, you understand their journey and you want to share what helped you. I feel compelled each time to share with my audience how I struggled to survive for a long time and only once I discovered how to make direct response social media marketing work, did our company turn around.
- Present problem agitation, sharing mistakes a lot of people make that they are probably making too.
- Get into some real content. I have experimented and tested this multiple times, and have found that you should never give any more than three ideas, lessons or tips to your audience. I am sure that doesn’t sound like a lot, but any time I have given more than three, my audience is lost and overwhelmed. They are also much less likely to buy and they don’t leave my training nearly as satisfied. Giving no more than three gives a quick win they can take right then which feels good and they can move forward on.
- Transition into the close with, “Of course you want to (outcome you have been talking about) and now you have two choices. You can either do it alone, wasting time and money as you figure it all out, or you can let me come along side you, holding your hand every step of the way as you _________________ (outcome).”
Here is the wording I use (broken into eight slides):
Go into your offer, describing the transformative value of what you are offering, not the products themselves. An advanced strategy that works very well is to give proprietary names to your strategies, course offerings and products. This increases the curiosity factor, the value of your course and raises your authority.
Set up the value of the product or service.
Give the real price that is lower.
Give a direct call to action to buy such as “Open up a new browser and type in xyz right now to register, enroll, order, etc.” I know it sounds quirky, but telling them exactly what to do in order to make the sale is very effective.
Then offer a bonus or two. The bonus should always come after the price or else it isn’t a bonus.
Recognize your early bird buyers by name and thank them for signing up. This gives them the appreciation and recognition they deserve and encourages others to buy.
Add on a fast-action bonus. This is something people have to sign up for while the training is live or they won’t get it. While there are those who will jump right in and buy, many need an extra push to get into action. Announcing the names and giving a fast-action bonus will help.
Take questions and answer them. Be sure to have some to start and ask the questions your audience usually asks you when you have done trainings in the past.
During my Q&A, I have a slide with my photo, contact information, testimonials, and the web address to go to for ordering.
Throughout your questions, pause to recognize those who have bought so far.
Give a countdown to when the fast-action bonus is over.
When you conclude the webinar, leave the screen up for about five more minutes. This has the ordering information and will give your laggards a chance to get their order in.
Do not send out a replay. I used to send out replays but what I noticed was that people hardly ordered from replays and it decreased my show-up rate. Now that I don’t send out replays, I have a much higher showing rate and my overall sales have increased.
Do send out follow-up emails to those who attended. There are always a few stragglers who buy after the training ends.
- You are probably thinking to yourself I need to do this.
- If I want to grow my business, I have to get on Facebook right now.
- You have two choices to make here.
- You can either figure all of this out yourself, wasting precious time and resources or you can let me hold your hand and be your guide, taking you each step of the way to launching new lead and revenue streams for your business with Facebook.
To check out this strategy, sign up for a free Facebook sales training at www.FBSalesNow.com.
Follow this template as a starting point, and then test your own strategies to produce the best results. Between what I do for our firm, affiliates and clients, I give over 50 webinars a year and I am still perfecting my process.