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