Using Educational Webinars to Sell
The Art of Being a Salesman Disguised as an Educator
Getting Them to Listen
•You Have to Give Them What They Want Before They Will Listen to What You Have to Say
Who’s Buying Now...
How Do You Get The Remaining
70% to Listen to YOU?
Most Do It Backwards
•Here’s Who I Am...
•Here’s What I Have...
•Here’s What It Can Do for You...
They Don’t Care...
•About You.
•About Your Product.
•About Anything Other Than Themselves
What Gets Their Attention?
•You Need MUST Know What Makes Your Customer/Client Tick
What’s Your Market’s Hot
Buttons?
•Are They Motivated By Pleasure or Pain?
•The Carrot or the Stick?
Do You Have a Customer Avatar?
•Do You Know Who They Are?
•What They Like/Dislike?
•Where They Hang Out?
•What They Enjoy Doing?
•Etc
How to Develop Your Client Avatar
Empathy Map
Measure Twice Cut Once
•Almost Every Business Does a LOWSY Job Identifying Their Ideal Customer
•They Want Everyone and Therefore Get No One
Facebook 5th Largest Country in
the World
Ideal Client vs Client Avatar
My Ideal Client
•Business with at Least 30K Emails or 500 New Leads a Month
•Product or Service in a Competitive Space
•Owner Netting at Least $250K Annually
Client Avatar: Charley
•Charley’s Married with 3 Kids and Lives in a 4 Bedroom/2 Bath Home on the Good Side of Town
•He Drives a Newer BMW and Has All the Latest Gadgets
•His Wife Likes to Spend So He’s Been Working Longer Hours to Make More
Client Avatar: Charley
•Marketing Isn’t New for Him, But He’s Been So Overwhelmed with Running His Business that He’s Not Up to Date on What’s Out There
•He’s Afraid that He’s Not Making the Most of the Clients He Already Has and Is Wasting Money Going After New Ones.
Your Secret Weapon
•Market Data Does More to Convince, Convert and Capture Market Share Than Product Data Ever Will
Everyone Gets This Wrong!
•They Find What Their Market Needs
•Then Tell Them What and Why They Need It
•You Have to Use Psychology to Persuade Them BEFORE You Offer What You Have
5 Step Proven Formula
1.Intro
2.Market Data
3.Your Story
4.Teachings
5.Close
How To Use Market Data
•After You’ve Identified WHAT Your Market Wants/Needs
•Determine What and How You Want to Position Yourself and Your Product/Service
•Find Market Data That Supports Your Position and Claim
Let the Market Data Tell Your Story for You
Examples...
Save Time
Create Doubt...
Remind Them of the Pain
Handle Objections
Close Doors as Options
Market Data Sets Buying Criteria
Why Does This Work So Well?
•People Are Used to Watching TV and Believing What They See and Hear
•They’re Conditioned for It
Your Story
•This is Where You Tell Them About Yourself and What Qualifies You to Teach Them
•Use Your Story to Build Trust and Rapport
•Empathize with Them
Archetypes Sell
Which Are You?
•Hero’s Journey
•Underdog Story
•Reluctant Hero
•Etc
Teachings...
•Teach Them What NOT How
3 Phase Close
1.Here’s What I Have...
2.Here’s What It’ll Do for You...
3.Here’s What I Want You to Do Next...
What I Have...
•I Have the Flexibility in My Schedule and Desire to Bring on 2 More Clients
Here’s What You’ll Get...
•Done for You and Done with You Market Research
•Done for You and Done with You Email Marketing
•Done for You and Done with You Sales and Marketing Funnel Build Out
Here’s What I Want You to Do Next...
•Talk with Me After If You’re Interested in Using My Services or Know Someone Else Who Can Profit from Them