9 Changes to Make Today to Close More Deals

9 Changes to Make Today to Close More Deals

The one constant we all share is time.

You’ll never have enough hours in the day, and after spending far longer than I should have on one particular prospect, I discover today they’ve done (another) 180 on me.

Again.

In the last 3 months I’ve closed, unclosed, closed and unclosed this same prospect multiple times. Investing far more time than I normally would have with one client, because I was making a rookie mistake. I was listening, but I wasn’t reading between the lines.

I should have known better.

I’d convinced myself the client was a sure thing (after all, he REALLY needed this product), and the fact he was saying all the right things kept stringing me along.

I didn’t realize I’d been “friend-zoned,” and yes, perhaps they may, eventually decide it’s in their best interests to buy this product in the future, I made a call to cut my losses.

Telling them, they’ve got everything they need to decide, and the balls in their court. I’d be happy to setup an implementation call once they’ve ordered, and assist to get them started.

That’s it.

No more sales calls, no more wasted time. Because prospects like these may not ever buy, and if you want to close more deals, you need to get focused on the right metrics.

Reflecting on what went wrong with this call, I’d like to give you an insight into how this “should have” gone down in an ideal world.

Pre-call: Get your energy levels up

If you’re flat and boring on a sales call, you can bet your prospect is going to hear it through the line. You can tell when someone is bright and bubbly, much like you can tell when you’re at the end of a day and you’re juts grinding the phones. You need high energy.

What I like to do is simple. Stand up, and get moving a little. I do all of my sales calls on my feet, it’s the easiest way I’ve found to improve my “phone voice” and make energetic calls.

Pre-call: Know your agenda and objectives

I’m a bit old school in that I like to work from a notebook when I’m at my desk. Sales is really just a process, and if you’re not walking a prospect through a pipeline they’re never going to get to that final “yes” you need to close. You need to map it out.

My approach is pretty simple, writing out a rough outline before each call so I can tick off key items as we discuss them, and ensure I don’t miss anything.

On-the-call: Disqualify new prospects fast

Now, you definitely don’t want to be spending too much time with a lead who isn’t in a position to buy. Same goes for rates, I hardly ever jump on a call unless the prospect has a rough idea of what my projects cost, so there’s no blindside once we start talking money.

In hindsight, where this call went off-track was timing. I should have pushed harder in the early stages to ensure the timing was right, and I would have saved 10+ hours once I realized they weren’t yet ready to pull the trigger.

On-the-call: Slow down and stop talking

Once you’re reasonably sure this prospect is a good lead, it’s important to slow down and start listening. Hearing what the client is struggling with and the pain points that really matter. Listen and learn what a client needs to hear before they’ll let you close them.

When I say stop talking I don’t mean be mute, you still need to keep your prospect moving through the process, without skipping items in the agenda. Your job is to probe, ask questions, discover if you’re speaking to a decision maker, or any other obstacles to overcome.

On-the-call: Adding a sense of urgency

Just because you’ve got a great offer, and a great product, it doesn’t mean a customer will be convinced to buy right then and there. You need to add tension, a sense of urgency that invokes the fear-of-missing-out and pushes clients to make a faster decision.

Every good offer should have exclusivity, whether it’s a certain number of customers you can onboard in a month, a cut-off date for a particular deal, or a wealth of bonuses available should a prospect decide to act quickly.

On-the-call: Asking for the close

Here’s where many sales people struggle (myself included), because the only way you’re going to make a sale is if you ask for a close. There’s a perfect time of course, once you’ve given everything they need to decide, overcome all of their obstacles, you need to ask.

I usually say something like this, “Considering all you’ve told me and to just wrap up our conversation a little here, I believe what we have is going to be a great fit. What’s the next steps to take to get us started…?”

After-the-call: Put a bow on it

Immediately following up the call, it’s a good idea to send a quick email that just wraps up everything you discussed. And it also serves as a reminder of the next steps, with the links or any contracts/etc., either provided immediately (or informs when to expect them).

For me, I set 5-10 mins aside after a sales call to type this up, nothing too fancy but it helps to finalize the conversation we just had, while pushing through the sale. If you’ve ever got an email from me you’ll notice liberal use of terms like “mate” and “cheers,” you don’t need to get too formal with this, just type like you speak.

After the call: Pitch someone else

There’s an old sales movie that talks about “always be closing” but I actually think pitching is just as important. Once you get off the call with that prospect, it doesn’t mean your outreach stops. Keep promoting, keep pushing content, keep calling ideal clients.

If you’ve only got one or two leads, you’re going to be trying to close in desperation. Trouble is, clients can almost smell the neediness, and that’s not going to help you to win their business. The more pitching you do, you’ll realize there’s plenty of fish in the sea.

After the call: Know when to walk away

Finally, you’re going to have to listen to your gut. Sometimes a deal comes off out-of-the-blue, while other times you push hard and you’re getting nowhere. If you’re working too hard on a client, or needing to “sell” too much, perhaps it’s time to stop.

Consider where your line in the sand is drawn, so you know when to walk away. In my case, I should have left this prospect to their own devices the first time they changed their mind, instead of trying to re-convert them. In the end, it just proved a massive waste of time.

If you want to make more sales, you need to follow the right steps. It starts with the right attitude and identifying the right prospects, and once you’ve made these adjustments to your sales calls you’ll be spending far less time with the wrong prospects. You’ll be closing more deals.

Keep up the great work,

Warning Signs a Sale is About to Turn Sour on You

When to walk away from a bad deal

Knowing when to walk away from a deal is a powerful thing.

Determining the perfect moment is easy in hindsight, but as it’s all going down, actually making the call to “walk away” is a tough one.

How do you really know you’re doing the right thing?

I like to think I’ve seen it all when it comes to the tap-dancing clients like to do, and there’s a few things you should be looking out for when a deal is going sour.

If you start seeing these warning signs, your time may be better spent elsewhere.

 

The client keeps throwing up objections

Objections are normal part of the sales process, but there’s a point when it’s too much.

Yes, the challenge of breaking down these walls is what sales is all about, but you also need a healthy dose of reality.

Ask yourself, why are they so against your solution?

Is it your product, or is there something deeper at play that is going to stop this deal in its tracks? Perhaps they aren’t buying in to the value of your offer, or there’s simply an obstacle that’s completely out of your control.

Don’t keep pushing if the client just isn’t all that into you.

 

The client is completely fixated on price

Listen to the way the client is steering the conversation.

If everything is circling back to the “price” it’s a rather healthy indicator that they value your solution, well, not very much at all.

For me, that’s the wrong kind of prospect, and it’s better to walk away.

Because there’s two outcomes.

Either you take a massive slash in your rates to meet the client’s budget (I don’t recommend this unless there is something MONSTER in it for you), or you force the client to pay up.

Ultimately, one of you is going to be seriously unhappy.

 

The client isn’t sure what they want

I’ve been burned with these types of clients in the past, and it’s a costly error.

They “uhm” and “ahh” throughout the process, and once they’ve paid your deposit they let nerves get the better of them and they start micromanaging everything.

If you’re not 100% sure on what they want, walk away from the deal.

Otherwise you’ll be fielding an endless stream of change requests, and as someone who genuinely had 15 emails regarding the pixel perfect placements of a elements on a page.

They didn’t trust my expertise, and I spent far too much of my time trying to make them happy. It wasn’t a good experience for either party.

 

The client is always asking for more

On that same line of thought, you need to be careful of those who push the goal posts.

If you’re fielding longer and longer emails, on the most unnecessary elements of the job before you’ve even been hired to get started, that’s a major red flag.

And it sets a scary scene for the project to come.

Stick to your guns when you are selling your solution, make it clear in your contracts the scope that is covered, the rules and boundaries in place, and hold your clients to them.

There will always be the bad apple that seeks to squeeze every bit of blood out of you that they can, and if you’ve got a prospect giving off this kind of vibe, head the other way.

 

The client doesn’t really need your product

As you sit through more and more sales calls, it’s inevitable you’ll uncover clients who simply don’t need your products.

Perhaps your solution isn’t quite the right fit at that moment, or their particular challenge isn’t one that you’re in the best possible position to solve.

My advice?

Be honest with them.

Explain why your product may not be a good fit, and go into the details why.

Who knows, the situation may change in the months to come, and they’ll appreciate you were acting with their best interests in mind.

 

The client has started ghosting you

They’ve gone dark, seemingly out of nowhere.

Your messages aren’t being returned, your emails go unread and they’re completely dark.

Of course, it could be a genuine misunderstanding and they’re busy firefighting some unknown situation that’s caught them completely off-guard, in their business or their life.

Or not, and they’re no longer interested.

In this case, I recommend sending a break-up email to wind it up.

Thank them for their interest, let them know you will no longer be following up on this and plan to close their file, and wish them all the best for their business.

The “Magic Email” also works, just send this:

Since I have not heard from you on this, I have to assume your priorities have changed.

Then forget about the prospect.

They’ll either wake up and respond, or not.

But at least it’s out of your head now.

 

The client is giving you a funny feeling

Over my career I’ve learnt my gut is often the best indicator over anything else.

When I look back, on the things that have gone wrong in past deals, I’ve made the biggest mistakes when I tried to make it happen anyway.

I had a funny feeling that something wasn’t right, but I persevered instead of listening to my own, internal temperature gauge of the situation.

Don’t discount the power of your intuition.

It may let you down every now and then, but I’m willing to bet, that the vast majority of the time your instincts are dead on. Walk away if you’re not feeling good about the sale.

Listen to your gut.

 

The client seems “too good to be true”

I’ve had deals fall into my lap and I’m shocked at how easy it was, but there have been far more cases when they’re saying all the right things, then they disappear.

Ghosting me, for no apparent reason.

And the worst part?

They were telling me the were sold.

If a prospect seems too good to be true, there’s a reason.

They’re just not all that into you. They’re just playing along because they’re not confident to say no, they’ve got nothing better to do, or any of a hundred other things.

When someone is too eager, without any negotiation or challenges don’t get your hopes up.

They only become a customer once they sign that contract, or click that buy button.

Don’t get excited before the deal is done.

 

These days it’s no longer good advice to try to win at all costs.

There’re far too many moving parts, and if you start to get a feeling a sale is going bad, pay attention. Instead of fighting a losing battle, putting your heart, soul and time into rekindling a prospect who is already dead in the water, just walk away.

Trust me, the feeling of elation you get once you close it off shows how right you were.

There are plenty of fish in the sea, and so many more prospects, don’t get caught up on the one right in front of your face. Be willing to walk away when a sale goes sour.

You’ll thank me for it.

Keep up the great work,

Put a Modern Spin on the Sales Letter with a VSL

Put a modern spin on the sales letter with a VSL

Back in the day, sales letters were all the rage.

Marketing greats from David Ogilvy to Dan Kennedy, Gary Halbert to Jay Abraham have been using words on the page to create billions of dollars of ales.

Deftly crafted words, arranged in a particular sequence enticed and excited readers to take quick action on whatever product was being promoted.

It worked a treat, and formed was the bread and butter of an entire industry of copywriters, becoming what we know call today, direct response copy.

i.e. Copywriting designed to get an immediate response.

It pushes you to do something.

These days, those same techniques still work, and landing pages use direct response copy quite effectively, but the best are adopting a modern spin.

Because, well, let’s face it.

Not everyone wants to scroll through 30 pages of text before they buy.

We want media.

We want entertainment.

And if you’ve any doubt about this, check your screen time reports in your phone.

My Netflix is through the roof (I’ll chalk this one up to my time on the treadmill but I know there’s no way I’m running 2-3 hours a day like my stats show). And that’s just me.

We are watching an unprecedented amount of video,

More than any other form of content, and it’s growing every day,

On YouTube.

On Facebook, Instagram and even TikTok.

And wouldn’t it make sense to incorporate one of the most effective forms of marketing (developed by revolutionary geniuses in their industry) with this new trend?

Of course, it makes sense.

And that’s where the video sales letter, or VSL for short, was born.

 

The power of the VSL

Once marketers started putting VSLs on landing pages, conversion rates went through the roof. Because it was what audiences wanted.

It’s not uncommon today, to see a landing page with nothing but a video.

That’s it.

Just a video to watch, that walks you through the entire sequence of copy.

But you need to do it right of course.

  • Keep it professional and well designed.
  • Stay friendly and engaging on the video.
  • Feature someone your audience can relate to.

I’ve done VSLs for a wide variety of industries, and I can honestly say, there are big benefits to be had once you start using these in your marketing channels.

 

The building blocks of a successful VSL

The shift from landing page copy to VSL scripts isn’t a difficult transition, because at the core, it’s essentially the same thing.

You’re just using video to communicate instead of text.

And if you want it to work, your focus needs to be on great copy.

Because the objective hasn’t changed. The structure of a successful VSL follows a very similar format to that of a highly converting landing page.

  • You need to capture the full attention of a potential viewer…
  • You need to introduce a problem the viewer personally relates to…
  • You need to demonstrate your understanding of their pains and concerns…
  • You need to show them an ideal scenario, a picture of a life with these needs met…
  • You need to establish trust and credibility that you can deliver the solution on offer…
  • You need to entice them to take quick and rapid action, immediately…

Get these right and you’ll gave the foundation for a very successful campaign.

 

You need to capture immediate attention

Want to know the trouble with all the content being created today?

It’s conditioned your audience to be incredibly selective.

There’s no possible way to watch, read, or listen to every marketing message being thrown at us, and if you want to connect, you’ve got 30 seconds.

That’s all you’ve got to get a prospect interested.

Get them on the hook, to continue watching.

You can capture attention with a powerful title, explaining why the particular problem is one they cannot ignore, the far-reaching implications of doing nothing, strike an emotional chord and dangle the solution in front of them.

Phew.

Do this right, in under 30 seconds, and that’s your foot in the door.

On a website, a user could still scroll down if they’re frustrated you’re not getting to the point fast enough. But on a video?

They’ll be heading for the little “X” in the top corner faster than you can imagine.

If you’re not addressing the issue as fast as you can, with no fluff and no filler,

They’re going to quit.

 

Drive it home with a strong core message

Look back at any particularly good marketing campaign, and there’s a reason.

At the heart of it, was a strong underlying message.

A core pain point, you’re addressing for the customer.

In marketing, we call it the “big idea”

And your big idea needs to be threaded through every piece of your copy, like an underlying message that actually resonates with your target audience.

Chick-fil-A used their cows, and I’m sure you remember the “Where’s the Beef?” lady.

These are strong core messages.

Now, I’m going to defer to one of the greats in this part, as David Ogilvy suggested using these five questions to help quantify if your big idea, was actually any good.

  1. Did it make me gasp when I first saw it?
  2. Do I wish I had thought of it myself?
  3. Is it unique?
  4. Does it fit the strategy to perfection?
  5. Could it be used for 30 years?

Make sure your core message is a strong one, that will hit home with every viewer watching.

 

You need to think carefully about your script

It’s probably evident at this point your script needs to be perfect for this to work.

You can’t just jump on a live video and wing it.

I know people talk always bring up authenticity, and I’m a strong supporter of this type of content, but when it comes to a VSL, you need to think carefully.

The words you choose need to be deliberate.

The structure you follow needs to be proven.

The emotions you trigger need to be powerful.

But there’s some good news here, with the right template, you can walk any prospect right through the sequence, sending them to that final CTA.

You know, the one that’s simply too good to refuse.

 

Don’t think you don’t need to practice

Ever take acting classes?

Me either, though these days I’m kind of regretting that decision.

Because I’m getting on camera more and more, and there’s more to being on camera than simply the words coming out of your mouth. How you say things, your tone, demeanor, your posture, heck, even the particular smile all has an impact.

And not always a good one.

If you want to get good on camera, you need to practice.

You need to get comfortable reading your script, staying on track, without being boring and monotone in front of your audience.

I hate watching old videos of me.

In a year, I’ll probably hate the ones I’ve been making today. But the good news is I’m practicing, improving and refining my on-camera skills any time I’m on camera. And once you start getting good, that’s when you connect with the viewers.

All it takes is a little practice.

 

Always split test the changes you’re making

Finally, and this is important too.

Don’t just scrap your entire landing page and start making VSLs.

That’s not how you should be doing things online.

The best marketers conduct split tests.

Running dual landing pages at the same time, to the same audience,

And actually, measuring the difference.

Because while a VSL generally performs far better than a static sales page, until you KNOW you’d be silly to start throwing tens of thousands on ad spend at it, right?

Who knows, it may not work.

But what I can tell you with confidence, is that if you don’t start testing you won’t know.

And in my experience, VSLs outperform traditional landing pages, every day of the week.

If you’ve got any doubts about that, head on over to Clickbank.

Look at the best-selling products.

The one’s doing millions in sales…

See their landing pages?

Almost all have a VSL, front and center.

It’s time to follow suit.

 

If you’re a digital marketer, or doing any sort of selling online, video sales letters should be forming a fundamental part of your sales and promotional materials.

There’s no better way to build these kinds of personal connections, at a massive scale, with a tool that is working for you, non-stop, around the clock, serving lead after lead after lead.

Done right, VSLs are a massive asset for your company, and one I recommend you start using today.

Keep up the great work,

Is there a right time to get a client to say “no”?

Is there a right time to get a client to say “no”?

I still remember the first bit of sales advice I got as a fresh telemarketer.

“Travis, the faster you get a “no” the better, so you can hang up and call the next one.”

It struck me as a little odd, seeing as I’d been recruited to sell holiday packages and my whole job was to get a yes. But after grinding for months on the phone I started to realize why. We were targeting volume. Pitch after pitch designed to hit one particular buyer.

The faster I could get a “no” the better, as I’d spend less time with less ideal prospects, and up my chances of getting our perfect buyer on the next call. It was a numbers game.

But as my career progressed, I started selling products with a much higher value.

And instead of a shotgun approach to sales, things got a little more laser-targeted.

These days the products I sell are big-ticket items, and it can take a little understanding before a prospect can actually make that yes-or-no decision.

I no longer want to rush the prospect to tell me “no” straight away.

Not on an initial call at least.

But that doesn’t mean you should follow the other bit of advice sales people throw around.

“Never take no for an answer.”

Stupid idea if I ever heard one, because your product isn’t right for all people.

Plus, you’ll waste hours trying to push your services on “potential leads” who are simply never going to buy from you in the first place. Maybe they don’t have the cash, maybe they’ve not got the manpower, or maybe they just don’t like you.

And, if you do get them to convert, just to shut you up… what are you left with?

A group of unhappy customers, who never actually wanted what you were selling in the first place. So, what should you do?

You don’t want to rush a prospect into saying no.

You also don’t want to never take no for an answer.

What you need, is a way to quickly, and effectively demonstrate what you do, communicate the power this can have in a client’s business, and make a prospect understand that the value packed into your particular products far outweighs the price tag.

And if they can build a genuine connection with you as well, that’s all the better.

With a connection, you demonstrate you can relate to the pain they’re currently struggling with in their business, reassure them how easy it is to use your services, and paint an accurate picture of what their life will be like, once they’re a customer of yours.

Trouble is, we all say “no” too fast.

Because we’ve been conditioned to dislike sales people.

The token “sleazy car salesman” is an image that immediately comes to mind with selling. We’re bombarded with spam emails, incessant calls from telemarketers all throughout the day. People pushing their products on us, without regard for well, us.

To get around this invisible wall of “NO”, you need to give value first.

You need to give freely, without asking for anything.

These days, information is power, and if you’ve done your homework, know your target customers inside and out, you can use this knowledge to give a little of your expertise back.

Almost everything I’ve bought, from a coach, consultant or course, came from a soft sell.

From a value-first approach. People willing to give you a little taste of the bigger pie that’s waiting for you, maybe it’s a small investment, maybe it was a freebie, but it got me on the hook. Because when I’m pitched too fast, I tune out.

I stop listening and start disqualifying myself.

A situation you do not want your target customers to be in.

Your job is to get them to listen to you.

But how?

Well, it’s not rocket science, but there’s one particular tool you can use to…

  • Quickly and rapidly demonstrate the value you provide to clients
  • Start building relationships with prospects so they feel connected to you
  • Give value freely, before even mentioning part of your sales pitch

It’s a webinar.

For lack of a better word, webinars allow you to communicate at a scale that is time effective for you, demonstrate value and rapidly build rapport, ultimately creating the perfect stage to get a client to say “no” during your sales process.

And it’s easy.

If they just aren’t all that into you, a prospect can just click the little “X” up in the top right corner. No hard sell, no hurt feelings.

But for everyone else still on the line, you’re guiding them into a pipeline, and if done right, will send a steady stream of clients, beating down a path to your door.

Keep up the great work,

8 Critical Steps Once You’ve Sealed the Deal

8 Critical Steps Once You’ve Sealed the Deal

Yes.

The three-letter word every sales rep is waiting to hear.

Because the prospect you’ve been carefully cultivating is no longer a prospect, they’ve converted, and they’re now a paying client. A customer.

But wait…

What the hell are you supposed to do next?

Unfortunately, this is where far too many sales systems fall apart.

They’re so focused on the sales,

So, focused on getting a customer to say “yes” they forget about the next steps.

By all means, spring out of your rickety office chair to do your happy dance, get it out of your system, you’ve earned it, and then get stuck into these critical next steps.

 

Stop selling, like, right now

If you’ve still got the customer on the line, you probably want to hold off on your dance for a few seconds, but you need to immediately, stop selling.

I get it, you practiced a full pitch, you’ve got all these wonderful features and benefits you want to explain, but the customer doesn’t want to hear you prattle on.

They’re already sold.

Once a customer says yes, and they’re ready to buy, you need to stop talking.

If you don’t, you risk not only frustrating the customer, but wasting their time, and potentially even “un-selling” the sale you’ve just made.

Take the hint, and stop selling.

 

Remember what you promised

Next, comes the delivery. It’s up to you now to remember what you promised, and actually deliver on every promise you made to that customer to close the sale.

No matter how small, or inconsequential you believe it to be, never renege on a promise you made to a client, or fail to deliver a certain part of the deal.

That’s a recipe for unhappy clients.

And unhappy clients can wreak havoc on your business. It’s a far smarter idea to simply honor your word, commit to being someone who lives up to what they say, and if you promise to do something, just freaking do it.

 

Start the onboarding process

With my business, the next step is onboarding.

And one thing I’ve realized is just how resistant we all are to change. People hate change. It’s an obstacle. We’re so used to the “way we do things” and the habits we’ve formed, and changing the behavior can be tough.

One quick win you can deliver here is an onboarding call. Kickstart their experience with your business by walking them through it.

Be a helping hand and show them exactly how to get started, where every resource is, the channels and avenues they can get help, and make it a nice, soft landing.

The easier you make it for a customer, the better their initial impression of your business.

 

Don’t give up your momentum

Want to know the best time to close your next sale?

Right after closing the one you’ve just made.

Yes, you may want to release your pent-up nerves and jump around a bit, especially if you’ve just landed a nice piece of business. But momentum is important.

I like to schedule my sales calls back-to-back-to-back.

Not only does this make it easy to plan my days around them, if I get in the “zone” I’ve found my win rate goes up considerably in the next set of calls (after I’ve made a sale).

Maybe it’s confidence. Maybe it’s mojo. Whatever it is, if I get right back on the phone and speak to the next customer, I’ve got momentum and I close even more business.

 

Stop for a moment to say thanks

This doesn’t need to happen immediately, but you need to get it done in the next day or two. Remember your manners, and take the time to say thank you.

Reach out to your customer, after the sale has gone through and say thanks.

Too many businesses are missing a personal touch these days, and if you want to start building a strong relationship with your customer, you need to talk to them.

Pick up the phone and check in. Say thanks. If you want to go the extra mile send them a box of candy, a handwritten note, or even a six-pack of beer.

You’ll win brownie points, but they’ll also appreciate you.

 

Be willing to ask for a referral

When it comes to the right time to ask for testimonials, there’s a nice window at the start of your budding client-supplier relationship.

They’re obviously happy with your product (they bought it), you’re checking in to say thanks and you may have even just sent them a thoughtful gift.

What better time to ask for a referral?

Make it simple, something like…

“Hey Mr. Customer, I’m just wondering. Is there anyone in your network who may benefit from a solution like ours?”

Your client may not have anyone in mind immediately, but by asking you’ve planted a seed, and it never hurts to ask. You never know who they might be connected to.

 

Ask them how it all went

Tied into the referral call is another I like to do on feedback.

I don’t have a system or a strategy to do this for me (skipping complicated NPS surveys and the like), I’d much rather just shoot a couple of quick questions on email or give them a call.

In short, I simply ask them how it all went.

How they’ve found the process, our solution, working with my team and get a bit of a temperature gauge on any issues they may have faced.

This kind of input, straight from the mouth of the customer is powerful, as it gives you an opportunity to identify any problems in your pipeline.

Plus, for genuinely happy customers, it sets the stage for a nice little follow up question,

“Hey, so if I typed up your comments and flick them back to you to approve, would you be happy if we used this as a testimonial?”

Most clients will say yes.

 

Consider any relevant upsells

Finally, the last piece of the puzzle.

With the new client happily getting the results you promised, you’ve actually got a window to best make any relevant upsells (research from Pitney Bowes found that 75% of all cross-sale opportunities happen in the first 90 days).

There’s a balance you need to strike here, and it will depend on your product of course, but if there is an additional upgrade, or an add-on product that could deliver even more results, set a reminder in your calendar and pitch them again when the time is right.

  • Too fast, they’ll think you’re greedy and it can erode any trust they have.
  • Too slow, and you risk missing the chance to strike while the iron is hot.

Use your best judgement here, and try to consider options that are a logical next step.

For my website agency, we roll big projects into our ongoing maintenance plan once they’re flash new website is complete. They get introduced to this service on the go-live date, and they get 15 days free.

Our records show 7 out of 10 clients go on to the maintenance plan because it is a no-brainer, and it’s far easier to upsell to a happy customer over securing a new client.

Find an upsell that works for you.

 

Ultimately, the trick to long-term success in your business is getting clients to love you.

They need to love the products you offer, the support you give, and actually like dealing with your business. If you’re focused on the sale alone, and none of the next steps, you’re going to struggle keeping clients around as the months go buy.

But if you can get it right, your clients become your champions, and will never even consider doing business with anyone else.

Keep up the great work,

5 Easy Giveaways to Build Your Email List

5 Easy Giveaways to Build Your Email List

Email is the holy grail of marketing.

Not only have you already overcome that first initial hurdle (a prospect has given you permission to reach out to them with marketing and promotional deals)…

It’s basically free.

Taking out the cost of writing an email, and the email marketing software you’re using to manage all of this, all you need to do is click send.

There’s no ad spend.

There’s no complexity.

It’s just you, building and strengthening the relationship you have with your customers (and potential customers), through a channel that we’ve all come to learn to love.

Did you know people spend 5.4 hours a day checking their emails?

It’s where they are.

It’s where you need to connect with them.

And if you’re not doing any email marketing, you’re missing a huge sales opportunity.

But to get your foot in the door, you need to bait your hook.

 

What’s an email worth trading for?

You need to offer something of value, a prospect is willing to trade their email address for. Something that allows you to quickly establish trust, credibility and rapport.

A freebie.

But not all freebies are created equal.

If there’s no real value to what you’re giving away, no one is going to subscribe.

Think about your target prospect for a moment here.

Think about what is going to make a real difference in their life, in their business, to their bottom line, and you’re getting on the right track for the kind of freebie you need to offer.

I’ve given away everything from $10 e-books to websites worth several thousand dollars.

Understandably, the bigger the giveaway, the better a particular campaign will work.

The kicker, is two-fold.

It needs to be a giveaway you can manage (and fast).

It also needs to be worth it.

You need to have an idea of the value an email address is worth to you, to determine just how much you’re ready to give away. Writing off a high four-figure freebie isn’t ideal, but if the returns are going to be several times that, it’s a no brainer. Right?

Great, now what should you be trading?

 

Specific reports and downloadable guides

This is a particular favourite of mind because it hits two major benefits (for you).

One, it’s free to distribute once the initial product has been created. You can send a pdf document to a hundred people, a thousand, or even a million, and it’ll still be value adding.

Two, it’s an evergreen piece of content that helps establish your authority and expertise on your particular subject area of knowledge. You’re just taking what you know, and putting words to paper, so a larger audience can benefit from your experience.

For this to work, you need to make sure it addresses a pain point your customer has.

I tend to make these about 10 to 15 pages in length, and have put them together on everything from “The Single Greatest Guide to Speeding Up Your WordPress Website” to some rather niche topics my clients have used (with massive success) on their affiliate sites.

And as you wrap up the guide, don’t be shy to throw another upsell in there, letting the prospect know where they can go for more info, to get more help, or if they want to progress to the next steps. That way, it becomes a lead generation machine too.

 

Insight into a process or system you use

Building on your goal to make someone’s life easier, is to share the things you’re actually using in your business, like a checklist, or a template.

Something that is going to help simplify or add value to their business.

Remember, most people want MORE TIME and to SAVE MONEY.

They’re two very big pain points.

If you can give them something that they can quickly and easily “plug and play” into their business and it works, you’re going to win a new fan for life.

And I’m not saying to give away your secret sauce, or hand over the keys to your store.

Find something small and powerful, that’s like a taster of the value to come.

  • If you’re a copywriter, it might be a cold outreach email template.
  • If you’re into telemarketing, perhaps a script they could download and test.
  • If you’re a developer, maybe a checklist of plugins to install as you’re building a site.

People love these kinds of downloads, and because you’re tapping into the things you ALREADY USE in your business, they’re one of the simplest to create.

You simply take what is already working for you, and give a piece of it away.

Oh, and don’t forget to include an upsell and links to find out more.

 

A free chapter from your published book

Unfortunately, this one only works if you’ve got a book that you sell, but it’s another powerful trade you can make.

People love to feel like they’re getting something for free. And using a chapter from a book you’ve already written requires almost zero effort on your part.

You just need to figure out a good “stand alone” chapter that offers a reader some decent insights, value and actionable steps, then turn it into a pdf.

This becomes the download.

Simple as that.

And in this case, I’d also recommend including the Amazon (or whatever) links to direct any interested readers to purchase the full book, as well as the call-to-actions if they’d like more information or a soft push to any other relevant upsells.

These upsells need to be in every bit of content you create.

 

Repurposing a live training or webinar

Now, if you’re doing any kind of live training… like online masterclasses, workshops or even webinars, these become a very powerful asset to give away.

Because you are teaching something in these training sessions, right?

If so, people will happily send you their emails, subscribing to your list, to get at the replays.

And the replay will be working, around the clock for you. Educating potential prospects, building a connection with them, and getting them interested in what you do.

All you need to do, is take the relevant clip, record a short intro and outro (you could skip this if you prefer, but I like to make it clear the video is a recording), and remember to keep your videos short, and easy to consume.

 

Interrupt with a pop-up and a special

Pop-ups and opt-in offers get a lot of hate, but the bottom line is this.

They work.

And I’ll tell you this, if you’ve got a pop-up configured to trigger on exit-intent, you’re not really losing anything by adding it in anyway. What do I mean by that?

Well, the visitor to your page is about to leave.

They’re headed to click the “X” and this is your last chance.

You’ve already failed to connect or excite them enough on your page, and this is your “Hail Mary.” The last ditch effort to grab their email before they are gone.

So, spring a pop-up on them.

There’s nothing to liose

If you’re selling a product, maybe there’s a discount code you can offer for xx% off in the next 12 hours. Or an exclusive bundle they wouldn’t normally get access to.

For this to work, it has to be more exciting, and more value packed than anything they’ve seen yet on your site. But it’s worth it, if it reels a lost prospect right back in.

 

Ultimately, you get to decide what you’re going to give away, but it has to be quality.

If there’s not enough meat in your freebies, it won’t be enough to generate any interest, and you’ll be hearing crickets instead of seeing new subscribers popping up. But it doesn’t mean you need to be spending hours and hours putting these together.

Tap into these five things, that you probably already have “almost” ready in your business, right now, and start building your list of subscribers.

Keep up the great work,

10 Best Practices to Run a Better Webinar

10 best practices to run a better webinar

Done right, a webinar is a powerful tool that can rapidly move even the coldest of prospects through your sales funnel, and lock in a sale.

But when it comes to running a successful webinar, it gets tricky. There are so many moving parts, you need to ensure you’re not the one sabotaging the process.

Just a few weeks back I sat through one of the most horrendous excuses for a webinar I’ve ever watched, only staying to the very end out of some morbid curiosity to really determine if this was it.

Yes, yes it was, and it left me very disappointed.

And while I’m not going to point any fingers, I’d much rather focus on what you should be doing, so none of you fall victim to making the same mistakes.

No one should ever have to sit through a webinar like that.

I’ll skip the basics like, make sure you start on time, and you know how to actually use the software and all that.

This is common sense, but if you’ve never done a webinar before, it’s a good idea to run a dummy event with a couple of close friends or a colleague first, just to make sure it’s all going to go to plan when you’re live in the big one.

Right, onto the tips.

 

Be interesting, dammit.

The big one.

You’ve got to put together an interesting presentation.

Otherwise, why would anyone give up their valuable time to listen to you prattle on.

Think about your ideal customer, and what they’re struggling with. The pain points they have to overcome, every time they sit down at their desk. What do they hate doing, where are they falling short, what could they be doing better?

This is your hook.

And for a hook to be any good, it needs to create intrigue, a little mystery.

Tell me, if you had to choose between one of these two webinars, based on the TITLE alone, which one would you be most interested to listen in on…?

  1. Sales Prospecting Training.
  2. Learn how to create an evergreen lead generation system, and with less than 60 minutes a week, send prospect after prospect after prospect to your door.

Which one sounds more exciting?

(Of course, the second one – stay with me here).

Make sure you’ve got an interesting hook, that gets people excited to register.

 

Start using a warm-up sequence

You are warming your prospects up, right?

If not, get on this as a priority now.

These days, a single ad may be enough to get a prospect to take a small action, like registering for your webinar, but it’s not enough for much more.

There are a thousand different things pulling our time, attention and focus. Remember, if you want to be remembered, you need to get in front of a prospect eight times.

Yep, eight.

Ideally, you’ve got a sequence of emails to do this automatically.

(note: this is different to your reminder emails, we’ll get to that next).

What you want to do is introduce yourself to your registrants.

Hit on things like key parts of your story (to help forge a connection), highlight specific learnings they’ll get on the webinar (to build interest in the event), and perhaps even get them excited by dangling enough incentives in front of them they are actually looking forward to your upcoming webinar.

The trick here is balance, you need to space out your emails so as not to be annoying, you don’t want to be pushy, you want to be present.

I’d stick to 3 or 4 emails, starting 2 weeks out.

Send them around 3 days apart, and start building interest.

 

Don’t forget to send reminders

Once you set this up your webinar software does this for you, it just needs to be set up.

Go set it up now, or check you’ve got the timings right on your reminders.

I see this as a different sequence to your warm-up emails, but it’s important too.

This sequence is pretty evergreen, and I’d do it like this…

One week out, they need a heads up the webinar is coming, along with a juicy piece of content. Think like an e-guide or a quick intro training video, so you’re top of mind.

72 hours out, let them know the webinar is coming soon, and talk again about the bonuses you’re going to be giving away on the call, to get them excited and looking forward to it.

24 hours out, you’re reconfirming the webinar is coming, so they can start planning their day and setting enough time aside to manage the call when you’re live.

1 hour out, this is the final reminder and I like to include an agenda in here too so they know what’s coming on the call, and are eager to join and get stuck into the content.

Right on time, the final email that goes out is to let them know you’re ready to go, and you’re popping into their inbox at crunch time with all the links they need to get on the call.

Phew.

It’s almost overkill isn’t it?

You’ll have sent 8 or 9 emails before your webinar even goes live.

But trust me.

People get busy.

You’re not bugging them if every email you send has a nugget.

Something of real value.

Do this, and you’ll get a higher percentage of registrants becoming attendees.

(just remember, the average is around 40% attendance).

Don’t fret if you’re not getting 100% of registrants on your webinars.

 

Dangle a big carrot to boost attendance

Want to give your attendance ratio a boost?

Make it worth their while to attend.

Otherwise prospects get excited initially, but they let life get in the way.

They’ve de-prioritized your webinar. There’s just not enough value in it to disrupt everything else going on in their world at that moment, so they don’t jump on the call.

Same goes for the people that drop off halfway through.

You need to make it worth their while.

You do want registrants to turn up and stay till the end so they can hear your pitch, right?

Of course, you do. That’s the whole reason you’re doing a webinar.

Now, an interesting, value packed webinar is a great start, especially if you’re tapping into the pain points and offering a solution your audience can’t get anywhere else.

But you know what keeps listeners around even longer?

Free stuff.

People go mental over it.

So, do this. Think about your webinar topic, and put together a freebie that ties into it. It could be a set of templates you use in parallel to your big-ticket offer, a checklist to simplify part of their business, or even an ebook giveaway if you’re keen to do it.

But with two caveats.

Tell them upfront when the freebie is coming, so they know.

And remind them a few times throughout the webinar (people do need to be told the same things multiple times for them to actually remember).

 

Reward genuine engagement and interaction

On that same line of thought, you need to encourage participation.

If people know there’s something in it for them to speak up, well, you guessed it, you’re much more likely that they’ll contribute.

Don’t just give a freebie away.

Do something bigger, with a prize that’s truly valuable for the people on the call.

Some presenters tie this to their offer, (the first five people who buy today get the bonus), but I’d recommend doing this as a reward. Tell your listeners what’s on the line, whether it’s a free coaching call with you, a hard-copy of your book that you’ll post out, or whatever it is.

Then send it out.

Not only does it give you a nice excuse to send a first follow up email as soon as the webinar ends (announcing the winner or winners), it cements you in your audience’s mind as someone who actually delivers what they promise.

Someone who follows through.

Planting a seed of trust.

In the digital marketing world, there’s not enough people who are genuinely trustworthy.

Give something away, for free, without obligation.

 

Turn your webcam on and say hello

You want to know the best way to connect with an audience?

Turn your webcam on.

The vast majority of hosts never do this.

Over half of the webinars I’ve watched, you don’t ever see a human face.

Except maybe the professional photos they have scattered in the slides.

That’s crazy.

Your goal behind doing a webinar is to connect with people.

You need to be connecting with them, so turn your frikken camera on.

I don’t care if you’ve got a face for radio.

I don’t care if you’re having a bad hair day.

Turn your camera on.

All you need is a plain backdrop, some natural lighting (or a few lamps positioned around to avoid weird shadows also works), and a halfway decent webcam.

Then just be yourself.

You’ll see me on my webinars, I wave when I flick the camera on.

I’m a little goofy on camera and I’ll joke around with my callers in the first few minutes as I get setup and ready to start.

People like this, it humanizes you, and makes you more relatable.

 

Slow down and don’t be boring

I hate listening to some of the first webinars I did.

A complete nervous wreck, I sped through my script like a machine gun.

I was worried I would go over time, and my solution was to yammer on like a rocket.

Trouble was, people were actually interested.

But I was talking too fast for them to keep up, and understand what I was saying.

And if there’s one piece of advice I can recommend as you start doing webinars…

Just slow down.

Take a breath.

Pause during the script.

It gives the audience time to process what you’re saying, and that’s a good thing.

And remember, try not to bore them to death.

Stand up, and have energy in your voice.

Because the last thing you want is to…

Read the script in a flat and robotic monotone voice…

You need to emphasize certain words as you talk.

In my scripts, I’ve got markers for pauses and inflections.

Reminding me to slow down as I talk, and driving the message home on key words in my script.

 

Get the audience involved and engaging

In a technique that’s almost done to death, is the webinar welcome intro.

Tell me if you’ve seen this before.

You’re on a call, and the host is greeting people by name, asking them where they’re from, what the weather is like today, what time zone they’re dialing in from, this kind of thing.

There’s a reason.

It works.

Speaking to attendees by name, engaging with them and interacting is the best possible way to warm them up to you on a call. You need to do it too, just add your own twist.

For me, I do a few things on my calls.

  • Starting the webinar 10 minutes early so I can talk to the handful of people that are already on the call (trust me, there’s always a few who get there early).
  • Ask them questions right off the bat, what they’re looking to learn on the call today, the pain points they’re stuck on which they’re hoping you can help with.

Then once the whole thing is underway, I try to ask something every few minutes…

  • “Just give me a quick rating, 1 to 10, how clear is this to all of you?”
  • “…if this’ll work in your business type MORE SALES (or whatever keyword) in the chat right now…”

And of course, answering any questions quickly as they come up.

It does interrupt the flow of your script if you let it, but you want engagement to be high, so work on weaving in questions naturally. I read them out when there’s a pause, and if I can answer it immediately I will, otherwise I’ll let them know when we’ll get to it…

Now there’s two reasons for boosting engagement.

It makes the webinars that much more fun (trust me, when you’ve done the same pitch a hundred times you’ll be looking forward to the curve-balls), but also…

Listeners who are engaged will stay on the webinar longer (sticking around until you make your pitch), and they’re much more likely to buy when you make the ask.

 

Always add value before pitching

One of the fastest ways to send prospects running for the hills is a bait and switch.

What’s a bait and switch?

Promise one thing, but deliver something else entirely. I’ve noticed this happening in a more and more webinars recently, where their content is stretched far too thin.

Instead of learning something new, you’re wasting your precious time listening to…

The entire backstory and life history of the coach

Testimonial after testimonial after testimonial

Success stories and case studies that are vaguely relevant

And then suddenly they’re pitching you a product.

Hang on, you wonder.

Where the heck was the learning I signed up for?

Was it covered so fast I missed it, or was it just touched on so briefly you can’t believe the “fluff” you’ve spent an hour waiting for was the value the session promised.

Don’t be like that.

You’ll burn bridges with people who go out on a limb to promote you, and you’ll never get a second chance with the audience members whose time you wasted. Always focus on adding value, and only once you’ve done so have you earnt the right to make a pitch.

 

Give them a replay to watch later

You did record your webinar, right?

Instead of just keeping a record that you’ll never watch again (believe me, watching your own pitches and hearing your voice on record is its own special form of torture), use it.

Now, some presenters promote the fact they don’t do replays.

It boosts their attendance levels and also makes it more difficult for people to download their content, copy their pitches and re-work their funnels backwards

But I see replays as an asset.

Take the recorded version, strip out any time sensitive parts, and put it up as an on-demand version. Just do me a favor, don’t pretend your recorded webinar is a live one.

It drives me nuts when people do this, because it’s a lie.

Listeners get frustrated because they’re not being heard on the calls, and you lose fans.

Don’t do that.

Use your recorded webinar for what it is, and promote it.

You’ll get people who registered but missed the live event interested.

They won’t be quite as engaged, but the alternative is to lose these prospects entirely, or hope they stick around until you run another live webinar.

Plus, letting people watch your webinar on-demand better caters to time zone differences.

I know for me here in Asia, catering to U.S. time zones becomes a killer, and there’s far better things to be doing with my time than hosting webinars at 1am. Like sleep, I like sleep.

Just remember to gate the content, and at least grab an email subscription to watch the full thing. Perhaps an intro that starts up and then requires them to join.

 

With these tips in mind, here’s to an avalanche of sales coming to you through your webinars.

 

Keep up the great work,

Use Tiered Pricing to Make More Online Sales

Use Tiered Pricing to Make More Online Sales

Setting the right price for your products is tough.

Too high, and you’ll struggle getting people in the door. Too low, and you risk not only flooding yourself with too much work, but that the clients you do get don’t even value the work you’re doing or your expertise. That’s not ideal either…

It’s a hard call, then, on the price to set. But its not be as hard as you might initially think. In fact, there’s an easy way to cater to a wide variety of clients, at a wide variety of price points. You need tiered pricing.

 

What is tiered pricing?

Well it’s simple.

Instead of offering one price and one service, you put together different packages that cater to three different price points.

Sometime more get used (lots of SaaS companies these days offer five or more tiers), but I like three. There’s a power in three.

The number three occurs at almost every level in our world down to the very laws of nature. From the three particles that make up the building blocks of atoms (proton, neutron and electron), to the nursery rhymes your parents read you as a kid.

Three is everywhere, and we’re conditioned to it.

You need to tap into this.

Offer three versions of your product, at three different levels.

 

What tiered pricing actually looks like…

Click pricing on almost any SaaS website and you’ll see this in action, so I won’t bore you with a ton of screenshots. Instead, here’s what it looks like…

  1. This is the bare bones version of your product.
  2. This is the product you actually want to sell.
  3. This is the most premium version of what you can do for a client.

 

Breaking down the “essentials” package

Under the essentials package is “just enough” to give clients who want a taste of what it’s like working with you, some insight into your experience or the product you sell.

It could be something like…

  • $47 for a set of email templates they can adapt to their business
  • $99 for a one-on-one consultation call to review a client’s website
  • $127 for a short (do-it-yourself styled) version of your course

Whatever it is, these are just a “taster” that a client can buy without a large investment. I’ve seen landing pages sell their basic tiered package for $1, enough to push you to make a purchase, but not enough that there’s any pain involved in the decision.

You’re targeting the fence-sitters here, people who want to learn more about you before they commit to a bigger investment. The essentials package is how you get your foot in the door, to add more touch-points to a prospect who is interested, but not yet ready.

 

Breaking down the “recommended” package

Under the recommended package, your job is to put together exactly what you want customers to buy, which is also generally the product that sells the best.

It could be something like…

  • $799 for the creation of an email follow-up sequence for their webinar
  • $1999 for the development of a new landing page layout on their website
  • $997 a month for access to your course, all materials and support channels

Think about your core product, and put it together in a way that just SCREAMS value. You want the decision to be a no-brainer, that a potential client is eager to go with this option because it “just makes so much more sense” than the cheaper, essentials package.

Under the title and the price tag, you’re going to need to list out at least 5 to 10 different parts of the package to explain how it’s better than the “essentials” and reconfirm the value they are getting when they buy.

You’re targeting your ideal prospects with this offer, so make sure you’ve made the package almost too good to refuse, and the only logical choice once they’ve hit this part of your sales funnel.

 

Breaking down the “exclusive” package

Under your exclusive package, the primary goal of this offer is to make your “recommended” package seem somewhat affordable.

It needs to be almost ridiculously priced, but with value that supports the hefty price tag you’re going to stick on it (otherwise you’re going to lose trust with your audience).

It could be something like…

  • $8,995 per month to manage their entire email sequences, inside their CRM
  • $12,999 per month (plus ad spend) to split test and drive traffic to their landing page
  • $17,950 per month for an exclusive, one-on-one coaching and development program

Now there’s a psychological reason for adding such an expensive product here, which I’ll get to in a second, but there’s another good reason to price out a very premium product.

It creates intrigue.

Prospects are going to wonder what you can deliver that’s worth that much, and they’ll start paying more attention to your offer. And this can get the right prospects interested. Not everyone is going to go for the most expensive item in your list, but if you’ve backed it up with all the value they get at this price, the right prospects are already primed to say yes.

 

Why a tiered pricing strategy works so well…

When you start diving into the science behind “why we buy” one aspect in particular comes to mind. You need to make it as simple as possible for a customer to act, so your landing pages should center around a single call to action.

So why does tiered pricing work so well?

Wouldn’t it be counter-intuitive to offer three different options, and potentially just confuse the target customer? Theoretically yes, but it’s not quite as cut and dry in real life.

When you offer a single choice, it’s a yes or no answer.

The client buys.

The client doesn’t buy.

Your ideal customer just has to make a single decision, “do I want this product?”

But when you give options, it triggers another response in the mind of a prospect.

They start thinking, “hmm, which of these options is the best value?”

So, where a client may have said no to a single offer, they’re now thinking deeper.

Looking for the option that gives them the most value.

And they’re right back in the driver’s seat, controlling the outcome of the sale.

Instead of feeling pressured to buy, they’re the one making a choice.

Using the power of three, a prospect feels like they have control over the buying decision.

But let me let you in on a secret.

You already know your “recommended” product is the best value, because that’s how you set this whole thing up. You’ve bundled the packages this way from the start.

 

Here’s the magic of “why” it works…

A prospect looks to the cheapest tier first, the essentials, because the price drew their eye.

But on closer inspection realize it’s not actually going to give them what they’re after.

Flicking over to the exclusive package it sounds fantastic, but PHEW, that price, it’s a little out of the ball park for right now.

“Hang on, what about the recommended package,” the prospect considers.

It’s got everything I was actually looking for…

And that price, well it’s perhaps a little more than I was comfortable spending, but it’s better value for me and my business than the top tier one, so let’s give it a go.

You decided at the start your “recommended” package will be the best deal, but by offering a prospect a choice, your conversion rates will go through the roof.

Plus, you’ll also grab sales from those who can only afford the essentials right now, pulling prospects into your pipeline, into your world, where you can gently coax them into a larger investment at a later date, and who knows.

You may even find a couple of whales who just fall into your lap and are happy to pay VIP prices.

It all starts with setting up tiered pricing.

Much love,

Are you using webinars to sell your services?

Are you using webinars to sell your services

Unless you’ve been living under a rock, you’ve probably heard of webinars as a sales tool. Get a group of prospects together on a call, demonstrate your value and leave them with a pitch for your services. More and more agencies, coaches, consultants and even traditional businesses are using webinars to sell their services.

And for good reason, webinars actually work, really damn well.

Done right, a webinar has the potential to drive sale after sale after sale to your business. Heck, you can even automate the process, so that you’re not even live on the call. You can just sit back, send your traffic to your registration page, and let the software do the heavy lifting. The leads come to you. But why do they work so well?

 

Webinars allow you to build a connection

Hosting a webinar allows you to build a connection with your listeners, and as more and more people dial in, you can start to do this at scale.

Hopefully you’ve woven some personal elements into your story you’re telling on the call, so by the end of it, the people online feel like they know you, they know where you come from, they know what you value and they feel a real connection to you as a person.

That’s key, people buy based on their feelings, and you need to generate this human connection to everyone on the call.

 

Webinars work when you add value first

There’s a golden rule here that I’ve found after doing countless webinars of my own, and listening to hundreds (if not thousands) more. Your whole focus as a presenter should be on the listeners who have dialed in, adding value first, before you even think of pitching anything.

And when I say value, I mean real, actionable lessons they can take to apply in their business today. Spend 80% of your time, adding value during your webinar. You should focus on explaining an industry secret, demonstrating a working solution, or providing some kind of insight that they wouldn’t get ANYWHERE else. Otherwise, why would anyone register in the first place?

Don’t just use a webinar as a sales pitch. You need to add value first, or your listeners simply won’t convert.

 

Webinars cannot be all about you

Building on the value angle, you need to remember it’s not all about you. Your listeners are giving up the one asset they will never get more of, their time, to dial in. Make it worthwhile otherwise you risk losing their respect.

I sat through a webinar recently that was 98% about the speaker. Once we got through her life story, every business success she’d ever achieved, all of the celebrities she knew, and testimonial after testimonial after testimonial, I realized I’d just wasted 40 minutes on a humble brag. The pitch was terrible, she didn’t offer anything of value, and I had zero incentive to act. I actually unsubscribed afterwards.

Don’t do this with your webinar, you need to think of your listeners needs first.

 

Webinars need to push listeners to take action

Of course, I’m not a big fan of hard, pushy sales tactics, but if you don’t give listeners any incentive to act, they won’t. It’s digital marketing 101.

The trick is to strike a balance between becoming a sleazy online car salesman, but to put together valuable add-ons to your offer that have a real and present value. Perhaps it’s free access to another course you’re selling, or individual consultations available to the first 5 or 10 buyers. I’ve even seen live (3+ hour events) give away brand new iPhones.

Yes, it’s cheesy and you need to stay on brand, but there’s a reason to do this. It works.

Just make sure you’re not too, over the top with it.

 

Webinars allow for multiple product offers

Now, your webinar should be designed to sell a single product, but there’s a magic number when it comes to making online sales, and that’s the rule of three. Think back to any landing page you’ve ever been on, and there are usually three versions of the offer.

  • The “essentials” bundle that gives you just enough, but not every feature you need.
  • The “recommended” bundle that’s what the marketer actually wants you to buy.
  • The “platinum” bundle that’s horrendously overpriced, just in case.

This strategy works because it anchors a prospects mindset on the bundle you’re looking to sell. They don’t want the budget version, so this is ruled out, and the $xx,xxx offer you’re offering to VIP customers is way out of budget.

Ultimately, the recommended product you want to sell looks like the best deal, and that’s the one that they buy.

 

Webinars give you a reason to get in touch

If you’ve got any sort of email list for your business, hosting a webinar is a fantastic reason to reach out, get reconnected, and invite them to the session you’ll be running. But not only that, I actually recommend two email sequences around the webinar you host, in addition to the reminders that your software is sending out for registrants to attend the session.

The first, is the warm up sequence. I’ll expand on this in a later post, but I like to use this to add some drama, and backstory before the big event. This way when you touch on it again in your story, you can go a little quicker because people already know all about you.

The second is the follow up. In the days after your event, its prime time to get anyone “off the fence” and taking action. Short, value-adding emails only reinforce the benefits of hiring you, and can push a potential prospect to finally make a commitment to buy.

 

Webinars go by lots of different names

Of course, a webinar is a webinar, but as there’s so many people doing webinars the wrong way, the term “webinar” isn’t actually the best thing to call it. Smart marketers are now using new terms, like an online masterclass, a live workshop, a digital demonstration, or any number of others to drive the number of registrants up.

I like the term “online demo” but when I’m working with board-level executives, they respond better to terms like “digital round table.”

My advice? Test what works best for your offer and your audience, and stick with that.

 

Webinars give you a METRIC TON of data

And your job is to use it effectively.

Make sure you’re testing things like the timing of your presentations, or how a slight variance in your title or pitch may influence the final conversion rate a particular event generates. I recommend segmenting a few different groups based on the date you have.

  • Registrants who signed up but didn’t attend, should be sent a replay.
  • Anyone who stood out (asking certain questions), gets a personal email from me.
  • Active participants, might get a thank you and an exclusive offer to sign up.
  • All other participants, go into the final follow-up sequence.

Remember, the more targeted you can make your emails, the better your chances it’ll actually result in a sale, so it’s important you’re making smart use of the data you have.

 

Without a doubt, webinars are here to stay, and have quickly become a foundational element of digital sales funnels. Smart marketers are already making use of webinars to build a connection with their fans, demonstrate their expertise in a natural way, and of course, sell more stuff.

If you’re still not convinced, I don’t know what else to tell you. If you’re selling any kind of service or product online, a webinar should be a key element in your sales pipeline, otherwise you’re leaving money on the table.

Much love,

7 Reasons Why You Need to Focus on Sales

7 Reasons Why You Need to Focus on Sales

Somewhere along the line, “sales” became a dirty word.

When you think of a sales rep most people imagine a door-to-door salesmen shoving a product down your throat or the vultures waiting to pounce at a used car lot. You can probably already see the greasy hair and the cheap suit in your mind, right?

And even though I never like referring to what I do as “sales”

After hours and hours trying to redefine it, I had a realization.

There’s just no better word for it.

I do sales.

But so, do you.

Everyone is in sales.

No matter what you’re doing in life, I’m willing to bet there’s a sales angle.

  • When you’re chasing a promotion at work, you need to sell yourself for the position.
  • When you’re renting a flash new apartment, you need to sell yourself to the landlord.
  • When you’re looking for the love of your life, well, you’re selling them on you too.

Whether we like to admit it or not, sales is actually a big part of life.

Even more so for entrepreneurs.

If you want to have any sort of success in your business, you need to be able to sell.

Here’s why.

 

Selling is the gatekeeper

You don’t need to be able to sell ice to the Eskimo’s, but if you’re not even trying to sell that’s a major red flag in your business. Selling is the gatekeeper to everything else.


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“Without sales, you don’t have a business. You’ve got a ticking time bomb”

Sales brings the money in, the revenue, the new clients you need to be adding to your roster so you can actually start building a business. It doesn’t matter if you’ve just had a massive investment or are bootstrapping like crazy, without sales, your capital will eventually run out, and your business will be dead in the water.

 

Selling pushes your boundaries

You know what’s funny? When I started putting a focus on selling my business grew faster. Selling pushed me out of my comfort zone, in more ways than one.


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“If you’re not getting uncomfortable in your job, you’re not pushing hard enough.”

Whether you like it or not, being in business often means getting uncomfortable. You’ve got to learn new skills, push your boundaries, and do more. Otherwise all your efforts, everything your working on will be for nothing, once the competition takes over. If you’re not a step ahead, you’ll be one of the 9 out of 10 businesses that just don’t make it.

 

Selling builds loyalty

Done right, good salesmanship is all about building relationships, and with good relationships comes one of the most critical aspects of running a business, loyalty.


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“When customers love you, and love the work you do, they’ll beat a path to your door.”

I shouldn’t have to tell you that loyalty is a stepping stone to a sustainable business. For one, it’s far cheaper to keep a past client happy than it is to convert a new prospect. But the kicker here is trust. Loyal customers, they trust you’ll do right by them. And they’ll keep coming back to you, spending their money again and again, because of that loyalty.

 

Selling entices investors

Watch any episode of Shark Tank, ever, and you’ll see this one in action. Of course, a good idea will get your foot in the door, but sales is what gets an investor to cut you a check.


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“If you can’t sell an investor on your business, you don’t deserve their capital.”

Getting people to part with their heard-earned cash is one of the hardest tasks you’ll face as an entrepreneur. You need to convince hardened sharks, people who know the business world like the back of their hands, why you’re worth investing in. Not being able to sell is why so many aspiring entrepreneurs struggle to get the capital they need to grow.

 

Selling opens doors

I’ve found that when I truly believe in the products I’m selling, and my heart is in the business, it opens doors. The people you’re talking to you can see it.


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“If you wouldn’t buy your own product, why the heck should anyone else?”

But not just for customers. New suppliers and new vendors are often taking a roll of the dice with a new partner, and many will rely on their gut before signing a deal. Why should they trust you if your heart isn’t in the game? Put yourself behind the products your selling, and doors will start opening to bigger and better opportunities.

 

Selling fosters engagement

But it’s not just partners and vendors this works for, being able to sell is fundamental to creating a strong team, aligned to achieving your vision for the company.


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“If you can’t sell your team on the vision, you’re up a certain creek without a paddle…”

Your job is to sell your staff on your vision for the company, the goals you have for the business and get them motivated. Otherwise why in the hell would they get on board to start with? Why would they continue to hang around? Forget clients for a second here, the first people you need to sell are your team. That’s where too many people go wrong.

 

Selling is contagious

When you truly believe in what you’re doing, it creates an energy. A force that is almost contagious, as everyone you know simply wants to be a part of it.


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“Tap into your enthusiasm and passion, and sales will happen naturally as a result.”

As people, we want to be on the winning team. Clients can almost sense everything you’re doing, and they want in. They want to be a part of something. If you create a company that centers around sales, selling becomes very easy. You won’t need to rely on pushy tactics or outdated techniques, instead, clients will be beating a path to your door.

 

In closing, I leave you with a simple thought.

Sales is key, the heart of a business.

Your job is to push yourself to do what’s required to grow your business, whether you like it or not. I may not have always considered myself a “salesman,” but if I hadn’t figured out how to sell, I can tell you this with certainty. I wouldn’t have a business anymore.

If you want to build a successful business, you need to master sales.

Much love,