Can You Really Make More Webinar Sales with Honesty Than Hype? Part 1 of 3

Carrying on from where we left off in Part 2, it’s time to address the big question of how to deliver the sales pitch without feeling sleazy.

So now that you’ve set the scene (check out Parts 1 & 2 to refresh your memory on how we did this) you should talk about your offer.

But you need to do it in a way that’s very factual rather than using excessive hype.

Avoid using words like ‘amazing’ ‘high-quality,’ ‘tremendous’ and ‘sensational’ because fewer people believe those descriptions any more, and fewer still find them compelling.

Instead, use words like smart, proven, powerful, pure, genuine etc.

I believe they’re more effective, and they certainly don’t make you feel inauthentic using them.

Right about now, short testimonials can also work to your advantage if they give specifics rather than generalities.

So now that you’ve initially pitched your offer, and provided some social proof around it’s perceived effectiveness and value, close the circle by reminding them that regardless of whether or not they take advantage of your offer, what you’ve already shared with them will work.

So if they already have all the skills and tools necessary (and you can list them at this point), then it’s ok to suggest that they don’t actually need you.

Because once you do, you can then follow it up by saying something like…“But, if the details of even one of the steps I’ve outlined seem fuzzy to you, or are beyond your current skill level, then I think you’re going to LOVE this.”

And then you talk about your offer in more detail, covering the benefits and how these will impact the webinar attendee.

At this point in your presentation, articulate who would be best served by your offer.

But rather than outlining who SHOULD get this offer, reverse the thought pattern and clearly describe who this offer is NOT for….

An example might be, “so if you’re lazy, and aren’t willing to put in the effort to complete the steps I’ve handed to you on a silver plater, or if you’re a whinger who isn’t ready to take responsibility for your own success and just want someone to hand you a magic-no-work-formula to [achieve the BIG BENEFIT], then this is not for you”

“And if this ISNT for you, then so be it, frankly, this is not for everyone.”

“Look, I’m not going to lie to you and insist that everyone on this webinar simply MUST buy my product. No, that’s just not my style. There’s no high-pressure sale here, as I’m only looking to work with the right people,” and so forth.

By telling the audience who CANT have the offer, you’re invoking a concept known as “take away selling”, and this is one of the key reasons why this method converts so well.

It’s sort of like when you try to hand something to a small child and they just stare at the item but don’t reach for it. When you pull the item back, the child automatically reaches out to grab it before it’s taken away from them. It’s a reflex.

People want what they can’t have.

So rather than trying to push your product down their throats, you extoll all of its virtues while continuing to remind them that they can do it on their own, it’s just going to be a more painful, drawn out process.

And this is the truth, which is why this approach to selling feels so congruent and authentic because you’re actually telling the truth.

There’s no conceit and no subterfuge. It’s just good old fashioned honesty.

How’s THAT for a breath of fresh air when it comes to selling!

People already know they can do whatever it is you covered in the webinar without your help.

And they already know it will probably be far easier if they do get your help. So you’re not telling them anything they don’t already know.

Instead, you are starting in agreement with what they are thinking: “I can do this on my own.”

Now whether they can or not will depend on their current skill level and willingness to execute, but by starting where they are, your message very quietly cuts through, and their innate defense mechanisms don’t fire up.

You are no longer selling to them but counseling them on whether this is right for them or not.

It’s a subtle difference that changes the audience’s perception of you from sleazy sales person who’s just looking to push a sale, to helpful expert who’s genuinely offering then a path to achieving the BIG BENEFIT.

And this subtle perception shift can dramatically increase your sales.

By the way, you’ll still want to make a special offer with a deadline, because scarcity helps people commit to a course of action through fear of missing out. But you might want to extend that deadline to a week rather than 48 hours.

And in the mean time, you can send them daily emails to remind them of why they might want to get the offer.

Testimonials and case studies are a great way to do this. And you might even keep a running tally of those who have already purchased in each email, to show social proof.

Because people love social proof, and social proof helps push undecided prospects over the line towards a sale.

So that’s it in a nutshell.

But before I wrap this up, here’s a little bonus lesson in human psychology for you.

Whilst it’s great to have positive testimonials, be sure not all of your testimonials and case studies are what I call “100% glowingly positive”.

What I mean here is that if all your testimonials suggest that you and your product are the best thing since sliced bread, you know, so glowingly positive that they sound too good to be true, then fewer people will actually believe that these testimonials are in fact true….simply because, well, they sound too good to be true!

Instead, aim for no-hype testimonials and case studies that specify tangible benefits achieved by working with you and using your products….even if the benefits only seem modest….this makes them far more believable and will close more sales.

There’s one last thing I want to talk about before I go, ands it’s all about how you wrap up your webinar.

For your webinar’s grand finish, I strongly urge you to offer a money back guarantee that totally rocks, such as, “If you apply everything I teach and you’re aren’t making $x (or achieving Y-result) by x-date, I’ll happily refund every penny you paid AND give you an extra XXX.” This takes away ALL of the fear and proves you stand behind what you sell.

Now some of you may be asking yourselves, do I REALLY need an “awesome guarantee”?

My answer to that is an emphatic, Yes.

Awesome guarantees work wonders in helping your prospects overcome their fear of investing in you and your products because they reverse the risk. And this is a great strategy for anyone who has a great product that delivers great value to customers.

But be warned, if you’re selling rubbish, and your product simply doesn’t deliver the value that it promises, then this type of strategy can be very expensive, because your refund rate will most likely be pretty high.

I suspect however, that if you’re reading this blog, you’re probably not delivering rubbish to your customers, so apply this approach and see your conversions skyrocket.

So that’s it – a slightly different and perhaps (dare I say it…) a much better way to sell from a webinar.

I’ve seen this model in action, and the sign-ups were beyond expectations. Not just the first day, but continuing on for days afterward.

Test it out and see how it pans out for you.

OK, so what did you think of this approach?

Would you use this advice for your next webinar?

Is there anything else you’d add?

Let me know, I’d love to hear from you.

Speak Up. Be Heard.

Con

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