Cindy: In this episode number 4, I interview Chad Nicely. He’s the mastermind behind millions in sales of digital products and he’s frequently seen on leaderboards and recently he’s even won a few cars as affiliate prizes. Chad has worked with some very big names like Todd Gross. Jimmy Kim, InstaBuilder and many more. Chad’s very well known for his sales videos and webinars conversions, especially in the large arena. So during this episode, Chad is going to reveal his secret formula for using pre-launch webinars to maximize a digital product launch and how he builds that massive excitement, getting up to 70% conversions on your pre-launch webinar. So, welcome, Chad, it’s so great to have you here.

Chad: Hi Cindy, it’s good to be here.

Cindy: Thanks for your time.

Chad: Sure.

Cindy: So what’s the secret to sequencing an effective pre-launch or Early Bird webinar properly in the buildup. So say someone has a product release that they’re just excited to release. How do they get people onto their sequencing that as well as possible?

Chad: I don’t know if it’s so much a secret, it’s more a process that we go through. So the first thing is, I suggest you be well planned out, figure out what the angles are going to be to sell the product or around that specific product or service. And you’re going to take those angles and you’re going to make those angles part of that sequence. So if you have four different angles that you’re going to use selling the webinar, then those should be your angles inside your sequence, okay. So that’s the first thing.

And we’ll usually do about three or four e-mails before the webinar, okay. Another advanced tactic is you can actually give them a task after they register. So once they register you can say, okay, step one is we want you to download this blueprint, right. Then once they do that, depending on what you’re using, I mean, you can get into advanced tagging, like in Fusion Soft or AW Pro Tools, doesn’t have to go that deep. And then once they complete the first task, you’d have like a second task. It can be something like join the Facebook group or take this survey, we do a lot with surveys, something of that nature.

The other thing is, we always have some kind of incentive, and it can be something as simple as a discount code for the pre-launch. What we like to do is we run something called the Live Giveaway and this is where we have a big database of everybody that’s registered for our webinars and we run this automated spread that it goes through and actually chooses random winners that are on the webinar call. So, we let them know that we’re going to be doing the Live Giveaway.

And then the other thing is, we also like to use proof from other webinars that we’ve done. So if we’ve got a testimonial from somebody that says, hey, you know, I attended your last webinar or whatever and I actually implemented the things that you guys reviewed and I went out there and I got my first lead or I got my first sale, or whatever that may be, and I absolutely love your webinars. And we’ll include those testimonials inside of that sequence, right, whatever we can do.

The first thing you have to ask yourself, what’s the goal. Well, the goal is to get them on the webinar, right. So when you really try to simplify things, you don’t look at it like, okay, we have to get them on the webinar and then we have to make sure we do this pitch and then we got to make sure we get them on the phone. You don’t go though all of that. The goal has to be, first, to get them on the webinar, then it’s pretty simple. You just take those few steps to get them on that call.

Cindy: Right, okay, so if you have a product that kind of lends itself to different angles, so it’s not strictly a marketing thing, but you can also sell it also as a [inaudible 00:04:00] marketing thing, you just create separate sequences based on those. Do you do actual like Facebook targeting, Facebook ads and stuff for those specific target audiences?

Chad: Oh, my god, yes.

Cindy: Yes, why don’t you talk about that because I know a lot of people want to learn more about Facebook and how you’re doing that.

Chad: Yeah, absolutely. So, as you register for the webinar, we fire off a pixel on the Lead Casher page. If you actually register and you go to the Thank You page, we fire off a pixel. So, the people that are seeing the ads to get registered for the webinar are now excluded if the second pixel that’s fired off, okay. So, this first group, which are people that have just seen the Lead Casher page, are going to see Ad A, and then the people that have seen the Thank You page, are going to see Ad B. So Ad A’s going to say hey, get registered for my webinar and Ad B is going to say, hey, don’t forget the webinar goes live on this date. Make sense?

Cindy: That’s so powerful isn’t it, because then you can really, really target it down.

Chad: Absolutely, and if you have those steps in the middle, like your step is complete this worksheet, that’s one of our current webinars right now, or you know, join our Facebook group, as they fire off those pixels as they complete each step, then the ad that they will see. So there’s a lot of people in our funnel now that are seeing hey, you need to complete step two. And then there’s other people who have gone through all the steps and they’re seeing a reminder that hey, make sure you have time set aside for this day because we’re running the webinar. All that based on where you fire out the pixels and when you set up your ad, you simply say, okay, include this group, but if they have this pixel, then exclude them.

Cindy: Uh-huh, and that’s all just done in Facebook isn’t it, it’s quite… Chad: It really is easy, yeah.
Cindy: [inaudible 00:05:57]

Chad: And nobody else is doing that, nobody else is doing that. See, that’s the thing, people, if you just sit down and put together the process, oh, you can book those webinars, right, but nobody does this. Here’s what we see. We see, hey, we’re running a pre-launch webinar, right? So the night before, they’ll go and e-mail the pre- launch leads and say hey, don’t forget we’ve got the webinar tomorrow. No! That’s not how you take care of your affiliates. You go out there and you set up the proper campaigns, you fire off those pixels, you have the pre-launch sequence, you have kind of incentive form, then you go for the kill.

Cindy: Uh-huh, yeah, and it makes sense because you want to make sure that they’re blocked out, the people that are registered have blocked out this time for you, not that it’s a last minute thing and it’s just hey, by the way, we just forgot about this, do you want to come along. But we want them to kind of really block that time out for you.

Chad: And the other thing is, once they’re registered from the webinar, we’re not only e-mailing them from either Sand Lane, AWebber, and Fusion Soft, whatever we’re using, but we’re also sending notices from Go To Webinar as well. So they’re going to hit twice to get on that call, right. That’s required.

Cindy: Yeah.

Chad: Our webinar is really good at in-boxing.

Cindy: Yeah. So, how do you get people onto the actual webinar. Once you’re got them, you know, subscribed and you’re reminding them that they’re coming, have you got any actual tricks to get them to show up? Like how do they make that decision to actually get on the webinar?

Chad: It’s the same thing I just said. You want to make sure your sequencing is set up right, you want to make sure you have some kind of incentive there for them, let them know that your webinars are packed up, do the scarcity thing, the time limit offer. Since it is a pre-launch, everybody thinks that they’re going to take that webinar and use it throughout the launch, you’re not going to because you have pre-launch prices there and you’ve got your early bird prices and everything else. So tell them, there’s not going to be any replays because chances are you’re probably not going to use that replay.

Matter of fact, I can’t think of one time where the intention was, okay, Chad, come in and do this webinar for us and then we can mail out that webinar throughout the launch. No, it didn’t happen because you’re so focused on getting that first 1,000 sales or the high conversion on the webinar that you can put them on the top of Zoo so all the other affiliates can say, whoa! this thing’s hot, right. So, really focused on those early bird prices and getting as many people in the door as you possibly can before the launch happens. So you’re not going to reuse it, so tell them, there’s not going to be any replays. So they need to get on there.

Cindy: So that’s a huge difference between, you know, the evergreen model and even just like doing regulars promotions for a webinar. A lot of people will record it and then they’ll send out sequences to make sure that people follow-up and come in and see the replay. But actual scarcity, having it as a pre-launch, this is only happening once, make sure you get there, you have massive scarcity, yeah. So, yeah, you want to push that like crazy, right.

Chad: And, see, this is the thing, you’re not going to really focus on post-e- mails, because you’re going to go straight from webinars to launch mode. You’re not going to be sending out an e-mail saying, hey, here’s a replay, you’re not. So focus, take your time, figure out what those golden nuggets are, make sure your sequence is perfect before the webinar, right. This is so very important. And if you can start building up social proof and get people excited and embed a page that has Facebook comments, have them do some little task or something, do that, right. And then as you’re building up that social proof, share it in your next e-mail, right.

Cindy: Right, yeah. So, I mean, you’re really … So, let’s actually talk about the webinar, because one of the things that really stands out about you and the way that you deliver your webinar, is how informative and how engaging and entertaining that you come across with the audience. So, do you have anything that you can share with our listeners about how to keep the audience engaged?

Chad: Yeah, it’s like, Ahhhhh, like, energetic and got to be passionate and you’ve got to be personal. And if you can make them laugh, and how do you know. I have two monitors so I’m constantly over there seeing what their reaction is and I’m always look for those LOLs, or that’s great, or yeah, I got my Carmel Macchiato Grande Breve upside down served latte, like that’s a joke before I got on my webinar, right.

So I can sit there and I visit with them before the webinar even starts, okay. You tell them, I say, “Hey guys, so here’s what we’re doing, we’re going to use this recording, if we do or not, and I’ve got something special for you guys at the end so after we’re done recording stick around, right.” I get very, very personal with them. Like, that’s important all the way through, like, you want to have that bond with them.

So many people get on a call and they don’t make that connection with the audience. One of the things, I don’t think happens, and it’s for that reason right there, they’re not engaged with their audience, they’re not passionate about it, they don’t believe in what they’re pitching or selling, right, or even presenting. And that’s happened to me a lot of times. I’ve been, unfortunately, you know, I made some bad decisions, too, paired up with some people I wish I hadn’t and, you know, their webinar and their whole entire launch. And I’ve been stuck on a webinar where I’m just like wow, I just do not believe in this anymore. What I’m seeing now is not what was originally presented to me.

So I start losing my passion and I get to the point where I’m just going through the motions and people pick up on that. So, it doesn’t always happen, I don’t always have the passion, but when I do believe in what I’m teaching and selling and yeah, you’ll hear passion. And if I want the audience to be passionate, it better be something I’m passionate about or I can’t expect it out of them, right. So they’ve lost the excitement, right. And so throughout the webinar, we’re encouraging and interacting with them the whole time. So we’re asking a lot of questions and we’re asking questions that always lead to a yes, because we’re training and conditioning them because, ultimately, when we get to that pitch, the answer we’re looking for is yes, right.

Cindy: Yes, you’re right.

Chad: Right, you’re asking me all the way through, right?

Cindy: Exactly, yeah, yeah. Actually I’ve been reading Robert Tully’s book, Influence … something.

Chad: The one you gave me, you sent me that book.

Cindy: I did, I did, yes. His book, it’s an amazing book and the book’s a lot about leading them to the yes. Because if you can get people to say yes, even as they’re going through, you know, just random questions and you get a yes from them, it builds in a yes response to the sale.

Chad: Yeah. Well, you know what though, but times are changing and it’s about being authentic and transparent today and people don’t just buy because it’s a great product, they buy because it’s a cause or they buy because of the people behind it right? Because when I’m on that webinar, I am that product, I am my client. Like I am representing them and I need to do the best possible job I can. And my goal is not only to close those sales, but to form that bond between who I’m representing and that crowd. And throughout the whole entire webinar, we’re doing that.

Cindy: Yeah, that’s fantastic. And you’re actually, you not just close the sale, but you actually close sales on the whole funnel. Like, when I did the introduction before, I mentioned 70% on the entire funnel. Maybe you could walk people through how it is that you sell not just the front end. I mean, obviously, as product, when we do a release we want to sell on the front end, but there’s a lot more money if we can sell the up-sells. So how do you do that?

Chad: Well, first of all, we don’t always close on 70%. We have hit those numbers, that doesn’t always happen, so I’m not putting that out there. But yeah, we have hit those numbers. And the thing is, why wouldn’t you cover the whole entire funnel. Like, you’re selling it, if they buy the front end, they’re going to get presented with the other offers. So doesn’t it make sense to cover that for them? Like I said, when I’m on that call, I’m an ambassador for them. I’m doing them a favor, I’m stepping in as the middleman. It’s not necessarily, sometimes it is, but it’s not necessarily my product, I’m not the one buying it. I am the middleman and I’m trying to convey in layman’s terms and this is very, very important that you learn to really communicate on … I think somebody said it best when they said, if you can communicate on a third-grade level, everybody understands it.

And it’s hard with as much knowledge as we have, because we start talking about retarding pixels and sales funnels and conversions and all this crap and you lose them. So if you really step back and put yourself in that viewer’s shoes and that customer’s shoes and you really try to go to their level and remember what it was like 15 years ago when you came in this business and some of the things you may not understand, then they relate to that and they see you as looking out for them.

And the other thing is, you always want to be honest with them, so right from the get-go, I tell them, “Look, in the next 45 minutes here’s what you can expect, okay. I’m going to give you five reasons why you want to be doing X, Y, Z. And then I’m going to demonstrate a software to you that’s going to make your job a lot easier. It’s a pretty amazing software, okay. And then after that, what’s going to happen is I’m going to tell you how you can receive the software soon as the cart is open. But not only that, I’m going to do you guys a favor and I’m going to cover the whole entire funnel so that you’re not lost after you make that front end purchase, right.” I’m now doing them a favor. I’m not necessarily pitching them, right.

And I don’t feel like I ever really have to pitch it to them. All I do is I say … here’s how we set this up, Cindy. We say , “Okay, so, here’s the front end demo”, and I will walk through and show them all the templates or whatever the software is. And then I will go back to the slide and we have a slide deck and I will say, okay, “So this, this, this, this, this, this, this, is all included with the front end offer and you’re going to pay $27 instead of $47.”, and then I’ll have $47 crossed out, okay. So, then, I’ll answer some questions really quickly out loud that I see coming in on the front end. I’ll make sure that people can get the link and it we’re smooth and we’re going.

And I’ll say, “Okay, next what I’m going to do is explain the OTO and how it’s going to benefit you.” And so, then, I’ll do a demonstration or I’ll show whatever the product is and I’ll demonstrate that. And then we’ll come right back over to the slide deck and say, “Okay, with the OTO you’re going to receive this, this, this, this, this, this, this, this, here’s the price.”, make sure you have a product shot there for perceived value. And then, if we need to, we’ll go on to the next OTO.

I’ll go four levels deep and converted the whole entire [inaudible 00:17:17]. In fact, we did it on InstaBuilder. She couldn’t believe it, we covered the whole entire funnel. And she said, “Wow, we have an hour and it’s such an amazing, powerful platform, are you sure you can demonstrate that and the sales funnel builder and the template club all in an hour?” I said, “I got you. We have to. They’re going to be presented with it. We’re going to do it.” And we did and it absolutely … We crushed that webinar. And I believe at the time I was in Spain, I had a big damn crow or something flying through the window right in the middle of the webinar. I don’t have internet connection, right. It was horrible! But we still crushed it. And I think a lot of the reason why is we were just real and just honest and sincere with people and they liked it, it went really well.

Cindy: Yeah, I mean, sincerity definitely goes a long way. And being able to walk people through what they’re going to have instead of just leaving them hanging and letting the sales funnel just do it all for them, that’s got to be key. Also, I think the fact that they’re right there and if they have questions they can ask you. I know what you do a lot of the time, you have extra people answering questions, am I right?

Chad: Absolutely.

Cindy: So you grab people, you grab extra staff to come on and make sure that they’re being dealt with.

Chad: You will triple, I tested this, you will triple … I didn’t want to test this, I just had no choice, I didn’t have anybody to help me there that day. And I learned, you will triple your conversions if you have somebody sitting there answering every single question, even if you say, I don’t know the answer to that, let me see if I can get Chad to answer that for you. They just want attention, they just want to know that you care, that you’re not just there to sell them, right.

But absolutely, and we could talk more about that but the questions are very, very important. I constantly am looking for that one question that I’m able to transition to what I’m talking about because there’s always a golden nugget that comes up or there’s always something that I didn’t think about or a new angle and I’m able to bring that in. But not only that, and this kind of goes to the question about what you said, how do you get the high closes, make sure you’re using [inaudible 00:19:27] inside your webinar. Because here’s the thing, especially if you’re using the webinar, we’re able to see the question window that the rest of the viewers can’t.

So, I’m constantly asking questions that will reaffirm and teach, then train, condition them to say yes. So, like I’ll say, “Okay, how many people just purchased the front end offer?” And it will go like this, within a minute it will go like this, it will go szhooooo, right down, right? You’re seen this, and it will scroll and then fall. And I’ll take out [inaudible 00:19:54] and I’ll say, “Okay, I’m going to show you guys what I’m seeing because you guys can’t see this.” And I will screenshot that box that says, s s s s s all the way down and it’s 9:08 AM, and I’ll put that on screenshot and I’ll say, “Look…

Cindy: Yeah that’s huge

Chad: I’ll say, “Look, I just asked you guys at 9:08 how many people bought this”, and this sucker is still scrolling. But instead of them taking my word for it, I put it up on the screen and I’ll do that a lot.

Any time I need them to understand that the group is agreeing as a whole, that’s being social proof, right.

Cindy: Yeah, absolutely.

Chad: Nobody wants to be the first to do anything, right. So when I put that on the screen they get that warm fuzzy feeling because they see, well, this is what everybody’s doing, so this is what I should be doing, right.

Cindy: Yeah, yeah. So, for our listeners who are thinking about adding a pre-launch webinar to their product release, where do you suggest that they start?

Chad: Well, just what I said. When I first sit down with … Remember this? Or the other thing I like to use is Here’s the thing, you’re already riding the swipes for your affiliates, right? Cindy: Uh-huh.

Chad: Well, this angle that you’re using inside of your swipes, you’re going to use in your sequence, right? So make sure that you have that sequence lined up, make sure you’re communicating to your affiliates that you have a sequence going out and that you’re doing the retargetting campaigns, and I think this is what we’re looking for. If I’m going to send somebody to a webinar, and I’m not going to name any names, but I just did a promotion recently where we put something like 1,400 leads into this webinar. And guess what? They sent out one e-mail and that was it and I was on the webinar the next day, nobody was there. I said, “How is this possible? I wasted all these e-mails and everything, putting them into your funnel, you were supposed to take care of this, why don’t you have people on the call, right?” Like that’s a big let down and that’s something we forget. Because I know it’s not that much work, right?

So, make sure that you have those sequences set up. You don’t have to do the ad campaigns, but it definitely adds to getting people on the call. Social proof, there’s a lot you can do. One of the tips I was going to give you here at the last minute before we conclude is that every webinar, after we’re done, after we put the links out there … And by the way, if you’re doing it on the pre-launch webinar, it’s okay to have links on the screen. If you’re not doing a pre-launch webinar, do not put a link on the screen and do not mention a price, right. You simply say, okay, this is a very advanced trick, if you don’t mention a price … See, if you have the slide open and you say, okay, so it’s $37 right now. If you’re wanting to use that webinar later on, well, now you’re screwed because you just mentioned the price and your price has increased.

So you can say, okay, guys, there’s the price and I just dropped the link in the chat, well guess what? Now you have a webinar that you’re able to use over and over and over. And if you do put a link on the screen, then use a rotator, so that you can swap out that link with a different page because your prices have changed, right.

Cindy: Right, yeah, that makes sense, yeah, yeah.

Chad: This is something we do a lot when it’s not a pre-launch webinar, right. But just kind of some last minute tips, because I actually lost the place where I was at there. Dual monitors will help because this monitor here, we have the webinar taking place, this over here I’ve got Skype conversation open, I’ve got the webinar chat open, and I’ve got the present interview with the slide deck so I can see what’s coming up next, right. Because if you just have one screen, how many times … and I’ve had to do this on my laptop and I completely lost, I don’t know what’s coming up next. And they don’t see you, right, so you can very easily look over here. You’ve got notes over here. You see what’s coming up next, so you can do a very smooth transition.

Along those same lines, you’re probably going to demonstrate something, you’re probably going to show a social media site or a traffic source. Make sure you have all those tabs organized ahead of time because …

Cindy: Now, that seems like such an easy thing right, but so many people don’t do it. I’ve been in so many webinars where they’re just fumbling around to up the page or that page isn’t loading. It’s a mess.

Chad: Yeah, and it’s embarrassing when you’re like, hold on a minute, I’ve got my login here somewhere, just stay tight guys, I’ll go ahead …

It’s embarrassing.

Cindy: You’ve got your screen’s showing and you’ve got to hide it. Yeah, so get everything organization organized before.

Chad: Yeah. And the questions, not only do you want to have somebody there to answer the call, so many people say, “Okay, guys, I’ve got to go eat dinner with my wife.”, or “I’ve got to take my beautiful wife out to dinner, we’ll see you guys on the next webinar.” Boom! And they end the webinar. Don’t do that! Leave that webinar open for like 20 minutes. And if you can, like I take the time and I personally go and address everybody on the call. Sometimes I have to scroll and scroll and scroll. But unless Lachelle has done that or Bob or somebody that’s working with me, and actually addressed everybody, I will take the extra 20 minutes and I will address everybody.

Because you know why? Don’t ask me why, but they stick around, they don’t leave. Just because you said, “Okay, guys, thank you so much.”, and then you hit the mute button, you still share your screen, you have your call dash on the screen, people will come up with questions, right, they’re looking for you to push them to say, yes. They’re looking for you to push them to order, right. So if you leave that webinar open and just sit there silent and just sit there and answer questions, you will get more sales.

Cindy: If you don’t answer that they’re just going to go, just go on. But answer them and you could do chance to actually address their issues.

Chad: And the other thing, remember I told you that I’ll get on with them like a half hour before or whatever? Here’s what we’ll do. We’ll have this beautiful PowerPoint screen created in Photoshop or something, right. And so, we’ll start playing the webinar, we’ll open up the webinar about half an hour before because if you’ve done your job and you’ve said, “Look, we’re going to fill out, we hit capacity, there’s no replay, you can only have this offer for a limited amount of time.”, then there’s a very good chance people are signing on a half hour early.

While they’re signing on, put something beautiful up there instead of the Green Room, right. Give them a call to action, join this Facebook group, download this, register for a contest, brand it to the product, to yourself. This is your chance to build yourself up, right. And then we even have something nice and soothing because it’s usually like six o’clock in the morning and I need that myself. So it’s like Enya or Michael Buble or something that puts them in that mood, right? You want to put them in just a great mood before it starts, right?

And have something nice and soothing because it’s usually like six o’clock in the morning and I need that myself. So it’s like Enya or Michael Buble or something that puts them in that mood, right? You want to put them in just a great mood before it starts, right?

And I will tell them … This is another gold nugget. I’ll tell them, “Okay, guys, so, we’re going to record here in a couple of minutes, like another ten minutes, then we’ll start. I just wanted to come on, talk to you guys, answer any questions you have right now. I want to be personal with you before we start the recording. And do me a favor, here’s what we’re going to do, guys. We’re going to put out the link for the opportunity we’re about to reveal to you.” Now, this is before the recording. “Do me a favor guys, stick around because I would like you to fill out a survey and when you do this, there’s going to be a reward for you at the end.”

And guess what? Nobody leaves. They wait around for that survey. And on that survey you ask them questions, that makes you a better presenter. So you say, “How was the link to the webinar? How was the content? Do you feel like you can take action? On a scale of one to ten, how satisfied were you?” I even asked the question, “Who’s your favorite webinar host? I have like ten simple little questions. I use a tool called Social Surveys and they go through, they hit the end and they get a link for a free report or free PLR product or whatever we’re doing. But we’re able to take … If we ask them open- ended comments, like what was your big ah-hah moment on the webinar. And so you’ll get all these open-ended comments. Well guess what that is? That’s social proof.

Cindy: And you say it’s for the next ones.

Chad: Yeah, and there’s been a lot of times where I’ve gone to webinar early when I know that we’ve got 500, 600 people already. I’ll say, “Hey, guys, I just want to show you the survey that you guys are going to be taking. But I’m going to give you some results first, so you can see what other people are saying before we get onto this call?” I give them that warm, fuzzy feeling when everybody’s like, oh, my god, Chad is such an amazing guy and provides so much value and I love his excitement. If you can show them that, before they get on the call, it just soothes them. They just feel relaxed. If they don’t know you, they know now they’re in good hands because other people have been in their shoes.

Cindy: Absolutely. That is awesome. Thank you so much. I think we’re probably going to leave it here, but thank you so much for all of your input, all of your times and I’m sure our listeners are going to love all of this information. So thanks today …

Chad: You’re welcome.

Cindy: Yeah, I appreciate your time.

Chad: Take care.

Cindy: Take care then. Bye.

Cindy: In episode number 3, I interview Neil Napier who has been responsible for many multiple 6-figure webinars throughout 2014, 2015, and now 2016 he’s absolutely smashing it. His strategy is actually quite unique in that he doesn’t create the products himself rather he offers what he calls WAS and he’ll explain that to you a little bit more. Basically he finds clients who have products and creates high converting webinars for them.

During this episode, Neil is going to reveal how he finds his clients, how to position your services, how to make sure that your webinar sell, and how to systematize it to run as smoothly and efficiently as possible. Welcome, Neil, it’s fantastic to have you here.

Neil: Thank you, Cindy, good to be here.

Cindy: Thank you. Before we jump in, can you share with us how you first learnt about webinars and how long have you been … What’s your experience with webinars?

Neil: Sure. Back in 2010, I was working for this company in the UK and they had to let me go because they were cost cutting following the 2000 recession, so it was quite a bad time. A friend of mine told me about freelancing online, so I got into freelancing online and slowly just via that I met a lot of different marketers who were selling products online.

One of the marketers actually became my mentor later on, and he told me the power of webinars. He showed me exactly how he was doing webinars. I realized that that was a way to go if you really wanted to connect with your audience at a more personal level. Webinar allows you to get a lot of people on call at the same time, and actually answer their questions, generally stay there, demonstrate what you have for them, answer their questions, overcome their objections.

These things you can’t do on a video. He taught me all these things, and he showed me exactly how he structured his webinars, how he was able to take … A list that wouldn’t respond anymore to a list that would convert for even offers as high as like $2,000 a piece. He showed me this whole strategy which went beyond just email marketing or just video marketing.

That was a really, really big game changer for me because I realized that the market was so much bigger. The opportunity was so much bigger than we knew. That was about 3 1/2 years ago. I had been to one webinar before that. I must say I got lucky, I had launched something. I had 100 sales not too many, and I got 5 people on the webinar. I was teaching a $497 product and I got lucky, I got one sale. That itself was exciting enough to know that this can work.

Back then, 500 bucks for an hours worth of work was a lot of money for me. Of course now, the number’s much different, but just by doing that webinar I knew that this could be a successful strategy that I could keep on doing over and over again.

Cindy: Being able to sell higher tickets, if you can sell $1,000 product versus $110 products, it’s a lot easier to just close that one sale, especially if you can connect with people and get really face to face with them with webinars.

Neil: Exactly. Actually on that call I got all of … Because there were only 5 people, I got them all on the call to talk with me, and that really reduced the objection rate that they had because now they knew that I was approachable, and webinars make that happen. In video you’re just watching someone on screen, and email you’re just reading text, but in webinars, you’re actually there with them, in the moment listening to them, interacting with them and so on. It’s very good.

Cindy: Why don’t we dive into this, and you can just share with us, what does WAS mean?

Neil: I don’t think it’s an official term, I think I’m the first person to actually coin it which might set a trend, but as they’re Software As a Service or Platform As a Service, PAS, I’ve coined the term Webinar As a Service, WAS. You’re basically doing webinars for other people. Here’s the thing you have to understand, that there are not a lot of people out there that can do webinars.

Let alone that, there are not a lot of people out there that knows about webinars, or know the power of doing webinars. My aim, when I perfected webinars for myself, my own products and services, we also do offer this as a service to clients as well. What I started doing was reaching out to people who I knew had a product launch coming up.

They didn’t have a pre-launched strategy, they didn’t really have a webinar because I knew that can matter really well for us. I knew I could help someone else make money if I could do webinars for them. I simply approached them and said, “Hey, listen. This is what I do in my business, abc. This is how I structure everything. What I can do as well for you is help you structure a webinar. I’ll just consult with you. I’ll just tell you what to do. I’ll tell you how to position your pre-launch. I’ll tell you how to position your webinar, and then you can do it,” but Still they had an objection.

They said, “Sure, but I still don’t want to do it,” or, “I don’t have the skills to do it. Can you do it?” Then I realized, okay, instead of just offering them a consulting package, I could actually do the webinar for them. I could be a webinar spokesperson for them and actually take care of the whole thing myself. The service was born. I realized that there was big new more markets for people who couldn’t run, who could number one consult with other people about webinars. If the vendor didn’t want to do it themselves, we could actually do webinars for them as well.

We’ll hopefully discuss that today. I want to share how to also find clients who already have high ticket coaching, are already public speakers. You just go in and help them, teach them how to do webinars and they do it themselves. This very crucial to actually setting up your own service, being able to consult with the people, and of course, if they’re not able to do it, you actually do the webinars for them as well.

Cindy: Okay. When you’re consulting with a client, are you talking about … You find someone who has the products, do you then build the webinar pitch for them, or do you just consult them and tell them step by step, “This is what you should be doing on a webinar,” or are you talking about doing the whole thing?

Neil: It really depends on the package. If I was to take the very cheapest package that I would have, I would say, “Okay. I know you have a product, but I know you have …” Let me just use as an example as well, one of them is GVSU marketplace, the other one would be an Amazon marketplace where their best sellers are in non fiction books about how to have a better body language or how to understand people better.

Let’s say that’s their goal, and they also have a high ticket coaching, or let’s say even if they don’t have a high ticket coaching. What I would do number 1, the cheapest service would be to consult with them, to actually go to them, talk to them about what they do, what the business is like, and discuss maybe that they could have a higher $2,000. $5,000 package.

If it’s a product launch in JVZoo marketplace, simply going to them and telling them that, “Okay. You should do a webinar, and this is how you should pitch it. This is what you should do.” That’s a very basic package, just consulting with them. A little bit more, is when actually I create presentations for them. Not only do I tell them what to do, but actually do it for them. I create the presentations as I help them write the emails and that’s it.

I think the final package is where I actually do everything for them, which means that they bring in all the traffic, so I’m not responsible for traffic at all. They bring in all the traffic. They have the product. I simply create the presentation. I create the emails and then I deliver that presentation live on a call to their audience, while having them on the call as well.

Of course, depending on what they go for, the price varies. Always I try and come up with something in which I can get a flat fee as well as a commission percentage on top just because you never know what the other person’s like. They might be able to even be able to put up 100 people on the call. In that case, if you’re working based on commissions you lose money.

You really want to come with a balanced … If you’re consulting just go ahead and charge a flat fee. If you’re actually doing team work as well, charge it to a percentage as well. If you’re doing everything, charge a hefty percentage in that case.

Cindy: For the 7-figure furnace listeners out there, you guys you have to … You should see by now that there’s a lot of products out there that aren’t being delivered, and probably could be delivered by a webinar. If you look at the marketplace and you can find products that are selling top quality products backed by great support that are just missing that final set to actually meet with the clients and get them to come in and hand over their money in a way that they would’ve done before. That’s pretty much what you do, isn’t it? How do you find your clients, how do you actually … Do you have places where you go? You generally hang around GVSU or you’re looking for Amazon clients, or how do you find your clients?

Neil: There are 3 places. For me, because I’m already in the market, the lowest hanging fruit for me is in the JVZoo marketplace. I can tell you, and I’ve been looking at launches recently just to study this a bit more. About 8 out of 10 launches don’t do pre-launch webinars. Every pre-launch webinar I do does between $3,000 to $6,000+ customer in list as well.

I know that if I approach the right ones, even if I do 4 or 6 a month, that’s already good money. For anyone who’s trying to break through in this market, and they already have good way to actually position webinars, then I would think JVZoo marketplace is the simplest one, number one. What has also worked in past days, reaching out to Amazon bestsellers. By bestsellers, I don’t mean only top 3 people in the list, but anyone who has a non fiction book, for example, published on Amazon.

If they’re talking about business management, if they’re talking about some kind of public speaking or psychology, they already have skills they would need to talk, for example, so you don’t even have to do anything there. You just need to reach out to them. They probably already have a high ticket package. If they don’t, you can help them construct one. It’s not the lowest hanging good, but it’s still pretty good because these people are already selling something. They have money to pay you if you approach them.

This is something we’ve employed in past years, reaching out to Amazon bestsellers and approaching them with a simple email saying, “Hey, listen. This is what I do and I can help you do the same as well, if you don’t do that already.” If you do a bit of research, going to the websites and finding out if they have high ticket package that would help you, but even if you don’t, you will find a lot of them come back to you because they want to make a lot of money too.

We all want to make money with our skills, with our trades, whatever we do. The third way to get clients is actually reaching out to people via YouTube. If you go to YouTube, let’s say, you look for ACH Tutorials, and you find maybe intelligent guy or girl who’s talking about SEO and they need to know … They seem to know everythIng that they should know about SEO, you reach out to them and say, “Hey, listen. This is what I do. Do you sell SEO services? Do you sell SEO Training? In most cases, people will be like, “No, I just give it away for free.”

Then you can say, “How about we construct a whole package around what you do, we price it at $5,000 and I can help you with a webinar. You just have to bring in the traffic, which you are already getting from the YouTube videos.” If you structure it like that, these people already have the list, they just don’t know that they should be doing webinars. Even then, they don’t know how to do webinars. I think that’s where anyone could come in, and add a USP to their bottom line.

Neil: Yeah, absolutely. That’s just basically free money, because these guys already know how to present on YouTube. They know how to get in front of the camera and do [it 00:11:27]. You just need to guide them and to package them, and get them into your service.

Neil: Yeah. It is quite easy because these guys are all ready. They just want to know about it, and you just go and tell them.

Neil: Yeah, absolutely. We’ve discussed how to find clients, how to position yourself, and how to package your service. Maybe we can talk a little bit about how to sell on the webinars. What is your approach when it comes to actually guiding someone from … Once they actually get on to your webinar, how do you guide them towards the sale?

Neil: I’ll say this from that. A lot of people, and I’m actually working with an apprentice right now, he’s really afraid of selling. He’s like, “I feel embarrassed about it. I don’t feel good about it.” The thing is, once people actually start talking with you, they come to your webinar, they want to be pitched to. As crazy as that sounds, they know why they’re there. They’re there to learn, of course, but they also want to buy.

You have to sell because if you don’t sell at that point, you’re doing injustice to yourself if you’re doing injustice to them. I want to use that analogy, it’s like heating up your dinner and not eating it at all. You’re saying, “I’m not hungry anymore,” or, “I don’t feel like I should eat meat anymore.” If you bring people to a point where they are prying to buy from you, please do sell, because if you don’t they’re just going to go and buy from someone else.

Again about another analogy, if you don’t good in a club and everything is going really well, you’re like, “I won’t go for the close, I’ll just go home.” She’s going to go with someone else. You’ve got to close the deal when you can. Webinars are the same. As soon as someone gets on you have to understand that they’re there to learn from you. You are the expert ,or your customer is the expert, that your client is the expert.

Number one, always remember that. Always remember that they’re there to listen to you, not the other way round. Number 2, when it comes to selling, always feel confident that what you sell is the best thing they can get today, and it is, that’s why they’re there. Always in your mind, when you’re preparing for it, know that people want to be sold to. That’s number one. Number 2, the different ways to close people on a webinar.

First of all, even before you get to the pitch part, you should always give value, you should always give people enough value so that they see that even for free they get to learn so much from you, therefore paid, it would just completely blow everything out of the water. The free thing that you give to them have to be just amazing, really good. Even if they leave after that, it should add enough value to their business.

When it comes to the pitch, I like to go through 3 things. One of them is logic close. The second is emotional close. The third is scarcity close. The logic close is simple, is that they understand everything about the webinar. They understand why that package should be important for them, and you just drive the point home that, “Hey, listen. I’m out in this … All of these features, all of this value, there’s bonus number one, bonus number 2, bonus number 3 and so on. That’s logic driven.

A lot of men, for example, are logic driven when it comes to making decisions, but ironically enough, when it comes to buying they go into emotional mode. We come to that. The second mode is the emotional mode where you tell them that, “Hey, if you don’t buy this today it’s okay, but here’s what life could be like if you do buy it. Here’s how things could turn up if you do make a decision today.” It’s about positioning your offer in an emotional way, so people really feel like that they can get a lot out of it. I think they can. If you’re pitching your service well, they can get a lot of what you’re selling to them.

The third one is the scarcity close. Say, if both of these same people are still on the call, they’re waiting, you drive the scarcity home. You say, “This is only available for a short time.” You say that your bonuses are going to expire. You say that there’s a fast moving advantage here and if you don’t get there right now someone else is going to get benefits for using the system. As long as you go through these 3 things, and as long as you go through an objection list as well that they could have, you will be able to close a lot of people.

We ourselves have been able to close 70% of people in the past just by doing these 3 steps, and then going through the objection one more time at the end.

Cindy: Right. It’s about just acknowledging that they’re actually there for the webinar and they want to buy something from you. We say webinar a lot but a couple of people have been mentioning lately they’re moving from calling it webinars, what’s your opinion there?

Neil: You can call it whatever you want but it is what it is.

Cindy: Yeah. When you’re selling, because people come and then they’re going to be pitched. They get a vendor that they’re going to be sold to. Are you still calling the webinars when you’re promoting them or do you call them workshops or do you call them training sessions? What are you calling them?

Neil: It’s a very, very good question and I think it really depends on how you want to position. The way I look at it is if you call it workshop and if you call it training, you really have to give a lot. You really, really, have to give a lot. If it’s a webinar … We get people who are die-hard fans of our company, for example, we get people who know that they’re going to be pitched to when they’re ready to buy.

If I do a workshop or a training, I would have to up my game like 10 times and that’s completely okay. I think that that’s what people will expect. They should get so much out of that workshop. I just want to throw in like an example there of someone I know who runs something like this. They said, “It’s a workshop. You pay $1 right now and after the end of it we’ll charge you another $97 payment. It’ll be automatically charged. If you want to get a refund, you basically just let us know and we’ll give you a refund. No problem.”

They run a 3-hour session, so it was like really good training but here’s what they also did. Within that training that they delivered another pitch for $497 product. Funny enough, a lot of people bought it because they had already committed by paying a $1. Even if they had paid $1 the $497 thing, and even if after that they go and say, “Okay, I want the refund for $97,” that’s still okay. You’re still $400 up.

In that sense, there are many ways to position it. It really depends on what you want to deliver. If you’re new to this and you know you don’t really have some expertise in something, you can go and just do it as a webinar. If you’re in public speaking, if you can deliver lessons on psychology, sure do it as a workshop because I think then it will really help people. At the end of it you can have a soft pitch and you can follow it by email after that.

Cindy: Right, exactly. We haven’t mentioned today, but I’ve heard you talk about the Pareto principle before. Maybe you could explain Pareto to our 7 figure furnace listeners, and how you apply this to webinars.

Neil: Sure. Pareto principle in essence is the 20% of work that you do, delivers 80% of the results. 80% of the work you do, delivers 20% of the results which makes that 20% redundant. I like Pareto law because as entrepreneurs we have so many ideas. We have so many clients we can work with. There are so many webinars we can do. The thing is what we found after doing … I think we have done today about 500 plus webinars.

What we found was that we spent a lot of time preparing for them, and unfortunately some of them just don’t work. For some of them, the clients just back out. The improvement and results is very little when we try and do a really good job or an amazing job, so we decided that quite some time ago is that we’re going to focus on doing the bare bones in the beginning, just to see how the results are going to be, and of course if they’re good we’ll go all the way.

In the beginning when we’re creating a webinar presentation, what we used to do was we get full time designer onboard who’ll do icons, everything image on the webinar would be carefully crafted by him to get a higher conversions. Then we realized that even if I don’t let him do all that, even if I work with a white screen pop or in webinar background, and if I just go with that, it still gets good numbers because at the end of the day it is about the pitching. It’s about the positioning on the webinar as well.

We realized that we were doing a lot of wasteful processes, trying to do … Trying to really look more professional and getting really good at it, but instead we should just have been focusing on trying to get a sale in the beginning. Once you get a sale, that’s motivation enough to improve and do better. In terms of Pareto principle we realized that we didn’t need a full time designer for that kind of thing. We didn’t need to do 10 different things that we were doing. We could focus on the bare bones, build the results, and of course, if the results are good and long lasting, then we can get someone to work on a full blown presentation.

Pareto’s law, especially if you’re an entreprenuer if you have 10 different ideas, Pareto’s law allows you to give only 20% to [inaudible 00:20:00] and find out which one of them is really profitable for you. Then, once you have 1 or 2 of them, you really go deep into them and you really scale them up. That is very, very crucial when you’re trying to juggle multiple clients, and it is going to happen if you do everything of what I’ve told you to do today.

Cindy: On just managing multiple clients, do you have any tools that you use, any software tools? I use Asana and also Basecamp often.

[inaudible 00:20:28] they’re all my awesome little collection of tools. What do you use to manage stuff.

Neil: I use this one as well just like you. I’m looking at an application called Glip, it’s G-L-I-P. It’s new, it’s like Asana and it’s built in

together. I’m looking into it because I want to minimize the number of tools that we use and just bring everything together, so I’ll checkout Glip as well. At the moment we use Asana.

Cindy: Yeah, a Sana is great because it lets create less and plan out your projects and manage several people, and I think it’s free up to about 16 users or something like that. If you have 16 staff or whatever, you can. You don’t have to pay, so it’s awesome.

Neil: There’s a little [inaudible 00:21:15] I’ll tell you. We’ve reduced in our company. We can actually have multiple groups under that. What we have done is we’ve separated the launch team and the promotion team and the product development team because they grew too big so I couldn’t have 30 people in one room. I just have now rooms of 10 people each, and that works pretty well as well.

Cindy: Excellent. That’s good. Then you’ve got a little bit more focused as well, so you don’t have to have all of this popping up that you don’t really need to look at at the moment. Do you have any last minute bits of advice to share with our listeners before we wrap this up?

Neil: Sure. Even if you think that this seems a bit difficult to do, just do this exercise. You can go to MunchEye for example, and look at all the launches that are happening or alternatively go to Amazon, find all the bestsellers and you can hire a [VO 00:22:01] whoever and mail 100 people in a week and see how many responses you get. I can guarantee you that at least 5 people will be willing to get on a call with you and you would close at least person for something that will deliver you $5,000+ for a few hours of work. I really think it is profitable. You just have to sit down and do it.

Cindy: Good advice. Thank you very much, Neil, for joining us on our show. I appreciate your time.

Neil: Likewise, Cindy, thank you. Cindy: Okay. Take care.

During the entire month of March 2016, I’ll be diving into the topic of webinars – interviewing top marketers who share their knowledge covering what’s working with webinars NOW – and how anyone can profit using the online seminar method.

We will even dive into ways to do it if you don’t like being in front of the camera.  A few of the people I interview share their stories (with proof) of people they have coached who have seen incredible results… one lady who was about to give up – who found her passion and just decided to give back to the community, made about $10,000 in sales without even trying.

It’s been awesome to get some real one on one time with some of the best webinar delivers in the biz, so watch this space.

If you would like to access ALL of the interviews, including complete transcripts, a checklist, an in-depth report covering the pieces you need to master webinars, whether you are a total beginner – or been online for a while, this is something that EVERYONE needs in their online arsenal if you are serious about making big bucks online, in whatever niche you excel in then CLICK HERE for more information!



P.S. I welcome your comments!  Got any feedback, suggestions for new topics you want to learn more about?  Want to ask one of our podcast guests a specific question?  Please do 🙂

Cindy: In this episode number 2 I interview Rich Wilens who has hosted over 400 different webinars for JVZoo’s sister company Webinar Swaps. Currently he runs JVZoo’s webinar division and has created in-depth training programs specifically about webinars including ones that have been released in March 2006, called “[inaudible 00:00:20] your Webinars.” He has over 48 years experience doing sales presentation from stage starting in 1976 working and learning from the great sales trainer Tom Hopkins and a whole bunch of others including E. Brian Roads. Now, he’s adapted his sales training for the 21st century and now the internet’s web seminar and conference explosion. Rich is here to share about what he’s working on now, how to get massive engagement for your webinars, how to close the sale, and how to craft the ideal sales webinar. Rich, thank you so much for joining us.

Rich: Well, it’s absolutely my pleasure. Made me sound like, since 1976 do you know how many years that is? That many years. I just want to let you know, Cindy, 62 is the new 40.

Cindy: (laughs) If this makes you feel any better I was born in ’76. (laughs)

Rich: Oh thanks.

Cindy: Yeah.

Rich: Much better.

Cindy: I was like a tiny baby.

Rich: I got ya. Okay. What do you want to talk about tonight?

Cindy: I know that you’ve been doing this for a while, obviously, ’76. I’m sure you’ve seen a whole bunch of changes and that transition from going from selling in different methods and then to bringing it over to webinars. Let’s dive in here and just see, what do you think is working now? How do you see webinars? Do you think webinars are going to be around for a while still? Can you see any changes coming? What do you think?

Rich: You know, changes are always inevitable. A webinar is nothing more than a web seminar. A web seminar is nothing more a seminar that has been recorded. A seminar is nothing more than standing on stage and presenting a product to an audience that people want and have an interest in you and your product that want to buy that will help solve a problem or make your life better. Have things changed? No, it started I believe exactly from it’s roots from standing on the stage and selling a product. All we are doing is in the year 2016, we found a new way to present our product to the masses. In order to present the product to the masses you had to adapt accept and approve the new technology which will bring your product to the, and I mean this, millions upon millions of people, new people, that you wouldn’t have a chance in doing it the old way. Have webinars changed? Yes, I don’t believe we should use the word webinar anymore because when people think webinar they think automatically, “oh, it is going to be a pitch fest. I am going to come in learn a little bit of fluff, next thing I know they are asking me for $995 or 3 payments of $397.”

Cindy: Right.

Rich: No, what people want is they want to be entertained and informed. They want to spend an hour with you because believe it or not, 99% of the people who show up for webinars want to be entertained because they crave the information they need in order to find the next big thing. The next thing that’s going to help them out of their rut. Most of the time, the attendees that you have are just people who are information gatherers. Now, there is nothing wrong with that because everybody who attends your webinars, you have to change your thinking, [inaudible 00:03:41]. You’ve got to change your mind [inaudible 00:03:44] are all prospects. What you have to do is you have to info-tain them. You have to give them a reason to like you and buy from you. You have to do it in a structure in order to keep your attendees attention. The answer to your question is, the long way around, have webinars changed? Yes, they are now workshops and they’ve changed from [inaudible 00:04:10] in front of an audience to looking at your computer, your television set, or your monitor and inviting them into your living room.

Cindy: Yeah, right, exactly. You make a really good point there about changing even just changing it to workshops or, I know some people say live training sessions, or anything like that and moving away from the actual word webinar. Gets a lot more people on your webinar.

Rich: It’s a negative connotation. We used to use the term ‘red’ as a negative connotation because red mean stop, green meant go. If you always used a highlighter, you would use green because green is a power color. The term pitch, I used to believe, this was in 1976, pitch was a negative connotation. I’m not trying to pitch you something, “oh are you trying to pitch me something?” No, I’m trying to present the information you need to make the right decision. That’s what you have to do in today’s webinars.

Cindy: Mm-hmm (affirmative). Yup. Let’s go and talk a little bit more about that. How do you get a lot of people in? I know you’re saying that there are literally millions out there of people. We are going to be talking quite a lot now about dealing with selling products to business owners to people who are working from home, kind of like the make money from home sort of niche, correct? That’s your area of expertise here or do you do more niche stuff?

Rich: My niche is anybody who can present a product with a webinar.

Cindy: Okay.

Rich: I basically have everybody in my prospect list because everybody needs product presentation, even if you are selling a service.

Cindy: Mm-hmm (affirmative).

Rich: A product, if you are selling information, or you’re selling physical products everybody likes a face. Whose the guy that does the shamwow? I love that guy, and Billy Mayes, now he’s gone. As goofy as he is, you know, rather than the other two clowns who take care of everything in the background. Everybody loves to have a face and everybody wants to have a connection. That’s why I say that everybody who’s attending your webinar is a prospect. Try to put yourself on a 1-on-1 with everybody who is on this web seminar because they came here for one reason, they came there to see you.

Cindy: Right. Once you get these people onto the webinar, do you have any tricks for actually leading them towards conversions? Towards the sale? Maybe you could share some of of those tricks with those listeners.

Rich: Sure, first of all, I don’t use the term ‘tricks,’ I think tricks is also a negative connotation. Let me share with you, a lot of people think tricks or hacks or any of those things, to me, I always think I’m going to hack into something so I’m not really quite doing something above board.

Cindy: It sounds dishonest.

Rich: What I teach and what I share with people is how… exactly… How to be upfront with somebody because people don’t care how much they know until they know how much you care. Remember you’re dealing with a prospect. If you just take the term, ‘Oh, he’s just an opt-in,’ well, that’s all he is, he’s an opt-in. But if you take the thinking that he is a person who is going to give you money for a product or a service they are going to use, they are going to remember you and they are going to buy from you again. Who would you rather buy from? Somebody who is new or something that you already bought before that’s been consistent like yourself with your product. People buy from you because they buy Cindy, they don’t necessarily buy the product. How many people do you know bought your product that still have it in their cart and haven’t used it just because they bought from you.

This is where webinars are going. It’s kind of like a 1-on-1. One of the reasons why I say it’s a 1-on-1 because people need to change their thinking. To give you an example, let’s say you fill up a go to [inaudible 00:08:16] situation right now there are other products out there that are better than go-to meetings. But, go-to meeting and go-to webinar are very reliable. They only let you get 1,000 people but every attendee doesn’t know there is 1,000 people on. It is only because you tell them. The attendee only logged in because of you. Now, if you take one person that is on this web seminar and you start talking to them 1-on-1, do you know that all 1,000 people will believe that you are talking to them? Oh my god, just think if you mention people’s names, they go crazy. Everybody likes to be acknowledged. One of the things that I share with people in today’s webinars is creating that 1-on-1 and it will convert to everybody there. Everybody will feel a piece about you. They’ll like you and once they like you, they will buy from you.

Cindy: Exactly. Yeah. That sort of leads them towards the sale, because you’re not pushing them into something. You’re pushing them because they have… you don’t even have to push them because they are there to see you and you’ve got something to share with them.

Rich: Right.

Cindy: That kind of helps towards the conversions correct?

Rich: That’s another thing too. I don’t push anybody into anything. There’s three reasons why people done buy. I’ve always said this and these are the basics, I’ll tell you a quick story. Have you heard of a guy called Grant Cardone?

Cindy: Yes. I had the privilege of interviewing him recently, he’s an amazing guy.

Rich: Well, I’ll have you know he attended two of my workshops in 1984 and ’85 in southern California and a lot of the stuff that he has in his material are all materials that he has taken and he has learned from all the other sales trainers that came before him. Nothing Grant Cardone says is new except the way he presents it. They way he presents it is fabulous. He’s taken basically what I did and was in a position that he came to see me at the whole different level and he did exactly what he did was 10x his life and the way he does business. Which is a model for me because it’s like a round table, a round circle, it came back. He came my workshop, I bought his books, now I’m 10x-ing the webinars giving people 10 solid reasons, 10x why their webinar can convert and close rather than what they’ve already been doing. Thank you Grant Cardone for that.

When were talking about webinars and what’s happening that’s new. First of all, I can tell you right now if you have a webinar right now, anybody out there who is listening, if you are having a webinar right now, the firs problem is it’s too long, that’s it. People’s attention span, Cindy, is 51 minutes, that’s it. Th only reason they keep people on there an extra hour is just to grind out that last sale. It’s kind of like stretching out the months for a car salesman, trying to make that last car roll out the door. It’s just not going to happen. At the end of 51 minutes, you’re done. It’s time for you to have that buy button out there where people could have already purchased the product or it’s time to say, “Hey, look, I’m here, you’re here, the product is here.” We are talking about the three reasons why people don’t buy me, the machine, or money. It’s never me because people love me, I’m loved. That’s because I razzle dazzle them.

Jazz hands. The other reason is the product. There I no reason this product shouldn’t be product of the day on JVZoo and Warrior Form if Mike Lans was smart, that’s a whole other thing. I say that lovingly Mike. Make it product of the day because it’s a great product and money has never been an issue. It’s usually a $27 investment of you and your time in order to confirm a claim that somebody is making of a product that you’re purchasing that’s going to help eliminate a problem and a pain for you. All of those things create the sale, you create that during the webinar, they love me, they love my product, money has never been a problem, there is no reason that you cannot convert everybody.

Now, back from la-la land. Nobody is going to convert everybody. These guys that say, “I’ve converted 80% and 70%,” please. The only thing that they are fooling is themselves. They have sent their own list and their own list loves them and they had 10 people show up and 8 of them bought. Hey, I closed 80%. I mean, numbers can be construed into everything. Here is the basic numbers that can control your closing ratio, if you can learn these and use these and you improve your closure rating. If people are listening to the webinar at the time when you are closing them 50, if you close 20%, that is 10 people. If you take the people who are listening to me at the closing, which is 50, which would be 20% of 10 or the total attendees which was 100 and you sold 10, that’s 10% so now you know you closed 10%. You take that 10%, you figure out how much profit that you want to make in the next webinar and you multiply that by the attendees. You want to sell 100 piece, you need 1,000 people on the webinar.

With that being said, taking into account that there is 1,000 people on the webinar now that you have analyzed that doing what you are doing now you’re selling 10%, 10x your webinar up and do something different and you’ll increase that by 5%. Well, how much will 5 sales or 50 sales increase your bottom line? In order to do that, you need to shorten up your webinars to around 60 minutes or less that’s where we get into the 52 one minutes of people’s attention span.

To give just a little recap of what we were chatting about you’ve got structured webinar that you have kept under an hour. You’ve kept people under that 51 minute mark right around 45 you’re giving them a buy button because you have just introduced a product to them and that product is great product. It is one that they all need to solve a problem, it was present by you either the creator or the owner of that product because people love you, and the money has never been an issue. What is the reason not to take advantage of this now? Paypal now offers a 30 day guarantee, so it doesn’t matter. There are no scams in this business anymore. You’ve got 30 days and you can say, “I don’t want it Paypal.” You either use it or you don’t. Not that many people just want to scam a free product? If the do, god bless them. Most of the time, you know you can get your money back at the end of the 30 days. There is no reason why everybody shouldn’t buy that product and that is the attitude you have to take. That’s where you use the different techniques within that hour in order to close more sales.

Cindy: Right. In this 45 minutes that you’ve got, how do you keep them engaged? Do you have anything that you an share with these guys about how to keep people wanting to stay on for that whole time that you want them to tune in and to actually pay attention to what you’ve got going on?

Rich: I do and I am going to give you 2 secrets right now that I use in every webinar that I use that increases my sales by at least 2 to 5 sales per sale. When I first get on the webinar I instruct people, “Okay, now for those of you who either cannot stay the whole hour or who want want to stay the whole hour but they need a little bit more information like their problem solved. Go ahead, my assistant is working the question box, go ahead and leave your phone number and I will get back to you. Because, if it is going to take more… Here is what is going to happen, I am going to solve a lot of problems in an hour, but if you have more questions, just go ahead and leave them now. Jake, go ahead and take their numbers. Is everybody leaving their phone numbers?” Just by saying that I always get 10-15 numbers of people who want to talk to me. Well, there is 10-15 opportunities to seel my product.

Cindy: Mm-hmm (affirmative).

Rich: By using that, plus it is another chance to sell other products that I have down the road. Now, to engage people in the audience, let’s go back to what I was talking about a little earlier with go-to meeting, go-to webinar, they only carry 1,000 people, so you have 1,000 people max and we are not going to a concert, we are not going to a holiday in where there is 200 people listening to the guy telling about real estate and flipping the product and taking his course, we are talking about one person signing up. They don’t know whether it’s live or whether it is recorded. Now, I have two opinions on that, we will talk about that if we have time in a minute. They don’t know if there is 1,000 people there, they only know that one person is there so, how do you want to engage people? Here is what you do, here is another secret that I share with people who have products.

Everybody knows the reasons that people use not to buy a product. For example, Cindy, if you are going to buy a car, “Well, I just want to think about it.” “Well, I’m not buying today. I have to ask my wife or husband.” “The price is too high.” “What’s wrong with this car? Well, I read this. I can get it for that.” These are all objections that you know people are going to ask when it comes time for them to buy the product when you are asking for their sale. What I do, is I get those objections out of the way. I ask those questions myself. “Well, Cindy is on the line and Cindy, Mary, and Jeffery, Jeremy from Buluxy and EBR from Orlando, he’s asking the same thing and that’s good folks and I’m sure there is a lot of you out there with this question in mind. He’s saying that he has to ask his wife or husband. I understand that, you know, I got one of those at home too but, what if she said yes. What would you do? Yeah, I would buy it too. Go ahead, come on, click it. You got 30 days, what the heck.”

That kind of thing. Right then and there it breaks the ice. That’s a little technique that I use, I overcome the objection before there is an objection.

Cindy: I want to continue talking a little bit about what you are talking about with recorded webinars. I want to know what do you think your opinion live vs. replay is there a place for both? Do you prefer one over the other? Do you have anything you can share on those?

Rich: I do, funny you should mention. I have an opinion. I do believe that live is better because you can interact with people live and people

want that live connection, on the other hand people don’t always have time. If they have a recorded webinar, these webinars can be accessed at any time. It could be an instant recorded webinar, it could be a 30 minute recorded webinar, or 45 minute recorded webinar, the could have it in a day or 2, you know the way you can schedule it. Now, I have an opinion on some of the other… I’m not crazy about go-to, I mean I go-to but google plus., I’m not stable with that concept but there are some programs out there that do offer a webinar type program similar to go to but not necessarily affordable such as on-TV and JVZoo and probably, you shouldn’t say that it is creating a [inaudible 00:19:33] platform. JVZoo webinars are where they are going to be offering… well I cannot really say that either.

You know what, I just had a filter. Cindy: Right.

Rich: EBR would be so proud of me. Anyway, that is what is happening, we are having a recorded webinar at any time is awesome as well because that’s when you have to look at as an opt-in. That’s how you generate traffic to your site. It is just like an opt-in page where you are selling information, whether you are the WSO on warrior plus the product of the day. It is basically doing the segment of sales page to drive traffic, you buy an opt-in. Now you can buy realistic traffic or you can buy shoot traffic. You could buy .0001 cent, you know, the Facebook clicks that you get. Which is somebody in Nigeria that is not going to have any money. Or, you’ll have to excuse me, my nose itches, that means it is going to rain. I was riding my bike earlier. Or, you can spend something realistic, like give yourself $1 a click.

Rule of thumb that I do when people want to drive traffic. How much are you going to make for one sale? Let’s say it is a 197 product, and so you are going to make $100 take that $100 buy 100 clicks. If you’re getting 10% out of 100 clicks if 50% of them show up and you’re doing 20% that is 10 sales. All you have yo do is make one sale back from that money that you sent and all least you know you’re buying that click. Or you direct it to any niche, any click at the groups if you want to work Facebook. Do Facebook groups, let people know there. Bust your way in, what is the worst thing they can tell you? Oh, we don’t want that SPAM on our… okay, sorry.

Cindy: Yeah it’s…

Rich: Well, I didn’t mean to do that, I won’t do it again. Okay, well Rich we know who you are so… Yeah thanks you know where I live, oh okay.

Cindy: It’s basically making sure… you need to know that what you’re selling is going to convert though. Otherwise, you will be sending traffic to something that’s not actually going to end up making money and then you lose money.

Rich: Exactly, like investing in anything else. You have to get to a niche or a set of people that want what you have to offer. What you have to offer is a web seminar or workshop which sounds cheesy as hell, but that’s what people want to hear. They get that webinar stuff, “oh, webinar. They are going to try to sell me something.” I tell people right up front the webinar, “Hey, at the end of this we are going to sell you something. We are going to try to. We are not going to sell you something. You’re either sold or sold yourself. You either want it or you don’t. If you don’t want to hang out now for 45 minutes you might as well leave because all you will be doing is listening going ‘eh’ go ahead and take off. I would rather have buyers on the line than just seeing 900 people on the line. If 100 of them are buyers I would rather see 100 people who are buyers.”

Cindy: Yeah.

Rich: That’s why I said, if you are going to target, do you know who Andrea Fulton is?

Cindy: Yeah, yeah.

Rich: Andrea has a great list to buy from. Oh, plug plug, and I don’t even like her. Yeah I do.

Cindy: That’s mean.

Rich: Yeah, I know it is. I buy clicks from her. They are always good for me. If I sell 1 out of the 300 clicks, all right, I’ve spend $300 but I’m going to make… now that I think of it I only making $100, well you know what I mean. You’ve got to adjust for what it is going to be. If I’m making $100 I’ll spend $100. Like I said, if I get 100 people to show up and you can close 10%. Plus another thing, Cindy, that I suggest people to do is have a little pre-show. I like to have a little pre-show about 15 minutes where I get on and I chat with the folks. Turn on the webcam, show them my kitchen and my house. Here’s my house, that’s what my backyard looks like. That kind of stuff.

I get out of my kitchen, I have my desk in my kitchen that way it is shorter to the refrigerator. Which reminds me, I did my 10,000 steps today.

Cindy: Oh you did?

Rich: They were to my refrigeration and back. I got that workout. i woke up this morning feeling like exercise, so I went back to bed until that feeling passed. Cindy: You’re a dork.

Rich: Yeah I know. Vault111, I didn’t think you’d know that, I got that from my son.

Cindy: Oh dear.

Rich: Nobody else picked up on that.

Cindy: You’ve been selling it and pitching jokes and everything from stage. I think the first time that I saw you on stage you were up there with

somebody you were joking around.

Rich: Well, you know they tell me to get up on stage and and stall for time while they screw around. That is going to happen again this year, you know? Joel Comm is going to act all pretty and EBR is going to hide with his wife. They’re going, whose on stage next? There’s Rich. Yeah, all right. I can hear them from the background, “Lose some weight.” what sounds better? Exercise or a cupcake?”

Cindy: For the sake of people that are listening, if you’re not aware. Rich here runs the JVZoo events. It’s Marketing Mayhem that’s coming out very soon. I am headed over there as well. If you’re listening and you happen to be headed over to Orlando, make sure that you drop by because it is a really cool place to hang out and meet up with a whole bunch of marketers and connect with people. Actually my business really rook off as soon as I started attending events.

Rich: In all fairness Cindy, your products are good and everybody loves you.

Cindy: Thank you.

Rich: They wouldn’t buy your products if they were crap. I’m serious.

Cindy: Well, thanks.

Rich: You’re work stands for itself. That’s the reason that people buy. It is not just the pretty face on it, although I would buy that pretty face.

Cindy: Oh please. Okay. So we were talking about webinars.

Rich: All right all right.

Cindy: Do you have any final words of wisdom that you might like to share with our listeners. Do you have any bits that we might not have covered? Any tid bits about webinars and making sure they convert, maybe?

Rich: I do.

Cindy: You do?

Rich: I do. We didn’t talk about structuring your webinar and I believe… Cindy: We didn’t, yeah. Would you like to get into that?

Rich: Yeah, well we talked about structuring 60 minute worth of webinar but how you actually do it is this. Here is is the secret. If you look at an hour clock, and look at like a radio station clock on the wall. At 12 minutes they’d have a commercial then 3 minutes they would have a commercial, then they would get back into music and they would have that to 33 and then they would have weather and then they would have a public service announcement, then they would get to two songs, and then they’d have commercials for 4 minutes, and then they would get up to a quarter of the hour and they would play two records and then at 52 they would have two commercials and take it all the way to the quarter of the hour. That’s how you break down your webinar. You give the first two minutes, you tell about yourself, “Hi, I’m Rich I fly airplanes. I like fires and I have a good time eating at buffets.” Then show a couple of pictures because we all take pictures of our food. Show a couple of pictures and then go right into your webinar.

Structure your webinars from your product anywhere from 7-10 minutes and then when you’re done with those 10 minutes, ask questions. Ask those people to engage. Get yourself engaged get, 15, 30, 45. That gives you an example, just an example, you can create your webinar how you want to create your webinar. That’s how I would do it in order to shorten that webinar, get then to…

Cindy: Engage.

Rich: With you, interact with you by asking questions that everybody can answer. Did you like the product? Did you like the way it looked? Did you like the way it feels? Do you think it will be a benefit for you? Will it help you with your problems? Does it solve your problems? Is there anything else, or my favorite two words, and always remember that…. other than that, “Other than,” is that the only thing stopping you from taking advantage of this product today?

Well if they say “no, nothing else,” there is no reason for them to buy. Structure you’re webinar for 45 minutes start with your question and answer and through your question and answer intertwine your clothes end it at 60 minutes is the best advice that I can give you even if you have your own webinar, take advantage and shorten it right now. You know the stuff to cut up. Cindy, you know the stuff that you are going to have to edit in this interview.

Cindy: Yes. Do you have any advice on the percentage? You’re talking about different [inaudible 00:28:12] what about content versus pitch, I mean you had the word pitch? Content versus actually selling them. How much content do you deliver?

Rich: You break it down into 15 minute [inaudible 00:28:28]. If you’re going to do that it has to be 75% has to be pitched, it has to be content. Cindy: Yeah okay.

Rich: Okay. If your going to do 75% and it has to be solid content, the other 15 minutes is throw away. Basically you have 2 minutes to introduce yourself, you’ve got anywhere between 43 and 45 minutes to go ahead and present your product and you have to actually meet all of the criteria of your presentation which I go through like a meet and greet of presentation and investigation. A product presentation, a demonstration, a trial close, a close, overcoming objection, closing were talking follow-up the sales and asking for another sale. If you think that is a lot if you don’t do that with everybody, you’ll lose out on people. Now, if you do that with everybody you increase one or two sales per person. That’s how I talk like you can convert. Do the things they other people won’t do and you’ll be a successful as you can be. Don’t settle for mediocrity. Mediocrity is not a sin, but just remember, if you are mediocre you’re always at your best. Don’t always be your best.

Cindy: Oh well. Thank you so much for sharing these hints and tips.

Rich: You’re welcome.

Cindy: I really appreciate you being here Rich and I look forward to seeing you at the JVZoo event next month.

Rich: I look forward to it as well. You have a great day Cindy.

Cindy: Thanks you too.

Rich: Adios, all right mate, bye.

Cindy Donovan: In this episode I interview Walter Bayliss, creator of multiple highly successful software products like RepWarn, Hydravid. He’s been consistently seeing great results with webinars, so much so that he even developed his own webinar platform, Webinar JEO, which is going to be released a little bit later in March.

Walter, thank you for being here.

Walt Bayliss:  Hey, thanks for having me on the show. It’s a pleasure.

Cindy Donovan:  Before we dive into all the good stuff, this is actually the very first episode of 7 Figure Furnace and also the first in our series about webinars, focusing on webinar pricing and relevant webinar related awesomeness. Maybe we could just quickly cover a couple of basics. Walt, do you reckon you could tell our listeners what is a webinar and why are they so awesome?

Walt Bayliss:  Yeah, sure, absolutely. A webinar is a seminar held on the web. If you understand what a seminar is, a seminar is somebody that’s got a message to share, it might be coaching, it might be training, it might be information of any kind. Take that audience and put them on the internet. Of course with technology we can have an audience that’s spread anywhere across the world and you can communicate to people, like we are, in separate countries right now, communicating with live time voices chat and be able to do the seminar on the web. That’s a webinar.

Why are they so awesome? Well, because the web itself lends itself to a lot of impersonalisations. What do I mean by that? You go to a webpage, you’re looking at the webpage, making a decision on a product, perhaps buying that product. You’re researching, you’re trying to find something out. Even if you’re doing a training course, you’re online, you’re reading through the PDFs, you’re watching video training, that kind of stuff. There’s no personal interaction. Why are webinars so awesome? Because it allows people to communicate in live time and adds that personalization to the whole experience again.

What we end up with is this interactive experience and rather than a message and a decision, so I put out a message and whoever sees that message makes a decision about it. Rather than that being a very non-engaged loop, with a webinar when you put out a message you have the opportunity to get live feedback, you can communicate with people, you can make sure that any questions that haven’t been clearly explained are answered. Yeah, you end up with a much higher level of engagement….

Cindy: Yeah, so it’s really about engagement and interaction and getting a face for your brand and your company and the product that you’re

promoting. Walt: Yeah, definitely.

Cindy: I know that you’re right, internet really does give a whole lot of anonymity. You have products where you have support desks and

some of the stuff that people send into support desks, I know for sure that nobody would come and say some of this stuff to your face because they assume that the internet is out there and it’s something that … We’re not real people. When you put a face on it people want to buy and they want to connect.

Walt: From a purchasing point of view, it makes communicating the message of the product a lot easier. If you’re doing a demonstration of a product online, people can actually see it working in live time, they don’t have to guess does it do that, doesn’t it, and make assumptions about that product. The buying experience is a lot higher. There’s of course lots of different types of webinars, as you know. There’s training webinars, there’s coaching, there’s sales, there’s lots of different environments where webinars work.

Certainly from a sales perspective, if a customer can see and engage with a face, a person who is talking through the sale itself, the product, what it does and how it works, then they don’t have to make these assumptions of what they think the product does. They can see it, they can walk through it with the creator of the product, they can ask questions and they can make sure they feel comfortable about their purchase.

Cindy: Yeah, that’s really good. In this podcast, I want to really talk about price points. What have you found to be the best converting price point and how do you come to that decision?

Walt: The first thing that I’ve got there from an answer to that question is to make it a no-brainer. To make it a no-brainer. When you’re looking at a product, you’re seeing the value of it. If it gets to the point of the pricing and it causes either one of these two reactions, the first reaction being, “Oooohh,” then it’s too high. The second reaction being, “Really?” Then it’s too low. I’ve run webinars, and thanks very much for the very kind words in your introduction. One of the things you said was “getting stellar conversions every time.” That hasn’t happened by accident.

We’ve run a webinar, and to give you a real example, we’ve run a webinar with a product at $2,000, okay, which is quite a high-end product, and we converted off the clock. We did an incredible amount of sales of that particular product. I think we did over $160,000 in sales on the night of that webinar, right, so on a $2,000 product. The same product, repacked with a different pricing, what we were trying to do was get more people involved, we actually re- ran that webinar pricing was offered at a $1 trial for 30 days. People would not engage with it at all. Couldn’t you believe it? A $2,000 piece of software, people were falling over themselves to buy it, but when we even offered them a trial like, “Hey, it’s only going to cost you $1 and then if you like it in 30 days then you can pay.”

Nothing. It was like crickets, it was just so unbelievable and the reason was the value, Cindy. We realized the fact that people saw us in 90 minutes go through something amazing, they could see the value, they could feel it. They knew that what they were looking at was of incredible value. When you put a price tag in front that’s too low, it makes people go, “Oh. Maybe it’s not quite as good as I thought it would be.” The other note that I’ve got there on pricing, how do you set the price, is I actually wrote a blog post on this, what I term is “making sure that both sides are richer as a result.”

What do I mean by that? If I sell a product and happy to take the money, and then at the end of the experience of buying that product the people who have paid the money aren’t happy with the result, then I’m richer financially, but they are poorer. If you craft your product in such a way that no matter what it costs, the value far exceeds that cost … Let me give you an example. If I look at a new car, for example, and say this car is $30,000. If you buy the car and you love it so much, it’s so great, it gives you years of good service, it’s the most comfortable, it’s easy to drive, it’s the best car you ever had, then that $30,000 has been well worth it for the lifetime of that car. In the other side, if you bought the car and at $30,000 and it gives you no end of trouble and it’s always in at the shop, it has a weird judder when you’re driving and a bad smell and blah blah blah, then you don’t have that $30,000 worth of experience.

What I talk about is make sure that both sides of the transaction are richer as a result. If I sell you this for $100, I really want to make sure that you are richer as a result of buying it; you’ve got more value, you’re able to do more things because you bought that particular product. Both sides need to be richer. The seller of the product richer from a financial perspective, certainly, that they’ve been able to sell their product and put money in the bank, but the buyers of the product to be richer as a result of buying. They’ve got more value than the cost that they’ve outlaid. Those two points, making it a no-brainer, so it’s an easy decision to make to buy that product. That doesn’t give you a price level because everything is going to be different, and then making sure that both sides of the transaction are richer.

If you follow those two steps, you will end up with a price point that is both easy to swallow from a consumer’s point of view, and gives incredible value. Then it’s an easy transaction. As we’ve sold products, I think the most expensive product I’ve sold on webinar where the webinar pricing has been $5,000, 4,997 as they do in marketing circles. The cheapest product we’ve sold on a webinar, specifically where webinar pricing has been that $1 trial, which went nowhere. As a direct sale, I would say at $100. The conversions pretty much stay the same depending on the value of the offer. It’s a matter of making sure that what you’ve got delivers that value, what is it worth to a consumer and is it an easy decision for them to make. It it’s a $100 product, don’t try and sell it for $500. Conversely, if it’s a $5,000 product don’t try and sell it for 100.

Cindy: Right, right. I see people doing single payments, multi-payments, as you mentioned, trial payments. What’s your opinion on whether to hit them up for a single payment or spread that out so if it’s a $1,000 product do it in instalments. What’s your experience there?

Walt: Again, it depends on the product and of course on the pricing of it. What I’ve seen is a great technique, and I’ve seen this done by some of the best people in the industry, is they’ll do the single payment on the webinar, so they’re talking about … Let’s pick a price point just for the sake of the argument, say that it’s at 997, that’s a $1,000 product. They’re talking about their $1,000 product, they’re building the value, they’ve show that actually if you buy this you’re getting this bonus and this bonus and you get this and you get that. You’re actually getting $10,000 worth of stuff, it’s going to cost you 1,000. Okay, great, it’s an easy decision, you get loads of value, it’s $1,000, $1,000, $1,000. You’re pitching that single price point on the webinar and then on the replay as well.

One of the most important things about a webinar, and especially in today, we’ve seen that the sequence, and I know that some of your 7 Figure Furnace guys are going to talk about the sequence of webinars later on in the series, so stay tuned you guys. We found in a sequence that of course we have a lead up: “there’s a webinar happening on this date, register now, it’s happening tomorrow, make sure you’re registered, it’s on in an hour.” Getting that build up towards the webinar. Then the webinar pitch, and then the most important or the biggest part of the sales come in the follow-up. Follow-up emails in terms of “did you miss the live webinar? Come and join on the replay” and then talking about the offer that was presented on the webinar.

What we’ve really found works well is you pitch the single price point on the webinar, it’s $1,000, $1,000, $1,000, it’s $10,000 worth of value, it’s $1,000, $1,000. You’re driving for as much of that big price set point as you can. Then towards the end of the replay sequence is when you start dropping in a payment plan option. Okay, so it’s $1,000, $1,000, $1,000, come and watch the replay, it’s $1,000. Come and watch the replay tomorrow, it’s $1,000. We’re closing the offer in 48 hours and because I know that a lot of you want to get involved but don’t have $1,000 with you, we’re going to offer you the opportunity to have three payments of 397.

That’s what I’ve found works really well is present the product as it’s priced at the time of the webinar, and then try and get as much as you can from a sales perspective, and then drop in the multi-pay option towards the end. That’s from my personal perspective what we’ve seen works really well.

Cindy: Yeah, well that totally makes sense. It helps people just to get rid of any of those last hanging on problems, issues, to stop them from actually buying.

Walt: For the people that have bought on the single price, you want to make sure that they feel special. There will be people that, they’re on the webinar, they had to scrape to get that money together, it wasn’t easy money for them, so they’ve outlaid the money. The last thing you want to do is make them feel like they should have waited. If it’s $1,000, make sure that the payment plan is higher, so in other words, if I pay the $1,000 I’ve actually got the best deal, but if I can’t quite get the money together, three payments of 397 actually works out to be an extra couple hundred dollars more to spread it over that time. If you’ve paid the money upfront you feel good that you’ve saved that money in the long term. You want to make sure that the payment plan costs a little bit more at the end.

Cindy: Yeah, exactly, and it’s going to stop people getting upset and getting refunds and feeling ripped off.

Walt: Exactly.

Cindy: When you’re putting together products or you’re finding products to sell on webinars, how do you find the ones that are going to sell? Do you have a gut feeling when you look at a product and you go, yeah, this is going to sell really well at this price. Or do you find some that are just … you know you need to sell it or you might feel like you need to sell it but you know that it’s going to be a tough sell. How do you separate which ones are awesome and which ones are going to be tough?

Walt: As you do it more and more, so for anybody that’s watching and listening to this, as you do this more and more you get to know

people in the industry. One of the ways of me answering then is with trust that the product creates. I’ve done a lot of work with Damien Zamora, for example, from GoMobile. When Damien hits me up and says, “Hey, Walt, XYZ product,” I know that Damien’s staff always delivers an amazing value, and so that’s an easy decision for me to make. It is a gut feel, really. You’ve got to know the person, for a start. Who are they, what are they, what are their business values, what do their customers say about them? It’s really quick to find that kind of stuff on Facebook, very quick search of them. See the comments on the wall and you get a pretty good understanding pretty quickly.

Also, see if you can find testimonials from previous products. Are the customers going to have a good experience? Make sure you get a copy of it yourself. If something is being sold and you’re representing that something by setting up a webinar for your people to come and listen, make sure you get a copy, see what it is and understand it. If you get the buzz when you look at the product, when you look at the product and go, “Wow, this is awesome,” then other people will feel the same way. If you look at a product and go, “Yeah, I’m just not that sure about it,” it’s not the right fit for you. You’re not going to be able to confidently stand up and talk to people about it.

I’ve done sales; before we started our own business, I was working in corporate sales at a high boardroom level, we’re talking billion dollar deals, that kind of stuff. If you couldn’t legitimately stand in front and say, “This is the best decision that you could possibly make as a company,” if you don’t feel it, there’s absolutely no way that the sale will be made. You have to do the introduction on a webinar, you have to stand behind the person that’s presenting, and if you don’t feel it, don’t do the webinar.

Cindy: Yeah. I know it can be tempting because once you start getting your reputation around and people start coming and pitching you ideas and that kind of thing, it can look like it’s something that you can just quickly, easily make a bit of money from, so there’s that temptation there to just go and jump on it. It’s really important to keep integrity and make sure that you’re promoting and what you’re sticking your name behind is going to be something that you can actually get excited about and lend your name to. Yeah, these are really good points.

Walt: It’s not an exact science either as well, Cindy. Sometimes you might look, you might think it’s great, you might have done your research, you’ve done everything right and then … it…

Cindy: It doesn’t … right.

Walt: It didn’t work or something wasn’t quite the way it should have been. If that happens, your best point of action is, again, to email

out to your people and say, “Hey guys, sorry, we understand there are problems, let’s work together to solve it.” Ninety percent of the time, if you follow what we just said, do research and make sure that you’re understanding what you’re putting in front of people, because it is your name behind it, then you should be fine, be doing okay. It’s easy to find products that fit, and again you can do something as simple as a Google search, whatever your market is.

For example, you mentioned RepWarn, which is our reputation management software, and Hydravid, which is our video marketing software. If I Google either one of the terms around that, so if I talk about reputation management, I put that into Google, there will be companies that pop up that have not competing software but maybe ancillary services, and that’s a perfect match. I can reach out to them and see if we can do some cross-selling between our two companies. The same with the video marketing. There’s an incredible industry that fringes on video marketing and as long as you have a product that’s noncompetitive but aligns with what you’re both trying to achieve, then that’s an excellent opportunity to do something together.

Cindy: On most of your webinars you are selling software; I don’t think I’ve seen you selling training or coaching or that kind of thing on webinars, it’s mostly software, am I right?

Walt: [inaudible 00:17:36] I have in the past, I have done webinars where we’ve been talking about a particular training program and I suggest you get involved with the training program because it’s amazing, and the training program is a 12 week session with our presenter at such and such. I have done it, from my personal experience, and everybody is going to be different, it’s easier for me to show software because that’s my space. It’s easier for me to say, “Look what this can do for you,” click the button and wow, rather than talk about “I believe that you’re here in your evolution and by going through this training course you’re going to be there at the end.”

It’s easy for me, but again if I look at some of our colleagues and well known people online, they equally talk about software as well as training or as well as training programs or courses or seminars. I’ve seen webinars pitching live events. You come to a webinar, 90 minutes or an hour, meeting someone specific, and at the end what they’re talking about is an event somewhere in the world and a special offer on tickets. There’s so many different products that are available for sale on webinar. Personally I stay in software because I understand it and it’s easy to see a result. Again, if somebody came to me with the right training program, I would for sure talk to my people about it.

Cindy: Yeah. When you’re demonstrating software in a webinar, do you have any tricks that you can share with our listeners on how to

really make sure that that demonstration comes across slick, how to actually present it so that it’s going to sell?

Walt: Yeah, sure. The first way to answer that is by not launching into a demonstration from the first moment that you’re on camera, or the first moment that the webinar is on. Why? Because the people that are there, they want to answer the first question of why are we here for a start. There needs to be an explanation about a problem, so we’re here to talk about this is a problem, this is a problem in this particular marketplace or in this sector of the community, or yourself. This is a problem that we have all seen. Can we agree that this is a problem? Yes, okay. Now I can acknowledge that my audience sees that this is a problem for themselves or for a section of the world. Now that I know that that’s a problem, this is a known solution. Our solution is we follow these steps, we do this, this and this, and this solves that solution. Okay, now let me show you some software that takes all of that middle part and makes it into a five minute exercise instead of a five month exercise.

You need to be able to set the ground before you fire up the software. Once you’ve done that, so that comes in … Again, I know that your 7 Figure Furnace guys have got how to structure a webinar as one that they’re going to [inaudible 00:20:34], so again, guys, make sure you listen, it’s hugely valuable. Once you’ve got the structure and you’ve walked through the problem and the identification and you’re actually demonstrating, how do you make sure that goes smoothly? First of all, practice. That goes without saying. Make sure you know what you’re showing better than anybody else in the world. Make sure you’re the best at it, so that’s number one.

Number two, there’s often things in software that take time to run. It might be I’ve clicked on this button, and in effect what happens is the software goes off and does all of this amazing stuff, and what I’m going to do is come back tomorrow and get the results. It’s really hard to show that on webinar. If your software has components that take time to run, that need to go and do a lot of research or whatever, do that before the webinar. You will demonstrate setting it up, and then you will quite simply say, “While that’s working, here’s the one I ran yesterday, and here’s the results from the one I ran yesterday.”

Make sure that you’ve got the results easily demonstrable as well, easily visible for the people that are on the webinar so they don’t have to sit there with ten minutes worth of pained silence while the software does its automated tricks; because even if it only takes ten minutes, actually, let’s be even more clear. Even if it takes only five minutes, okay, it’s a pained silence.

Cindy: That’s a long time.

Walt: If you think about five minutes to set up. There’s a lot of software that’s instant, of course. Click this and bang, it’s done. Do this, it takes you to the next step. If there’s any steps of your software program specifically that take time to run, then make sure that that’s well-prepared in advance.

Cindy: Yeah, absolutely, and you don’t have to go digging around for links. Make sure that you have everything ready and that it’s good to go.

Walt: Definitely, exactly right.

Cindy: Yeah. I know we do, as you’ve alluded to, in 7 Figure Furnace coming up we’re going to be interviewing quite a few people who

are going to drill down into other topics for your listeners. Specifically this month we’re just covering webinars, so we just want to make sure that you’ve got everything equipped for webinars and to make sure that you’re doing them the best that you can. Before we head out, Walt, do you have any last-minute tips, action points, or anything that people who are really wanting to just dive into webinars can take and implement today?

Walt: Yeah, definitely. Webinars are an incredible way of making money. They really are, they work so fantastically well. Even if you’ve never

done one before, you’d really like to because obviously we’re talking about money. Who doesn’t want some more, right? If you’re sitting there thinking to yourself I’d really like to but I’ve never done before and I’m super scared. What the great news is is that if you are beginning by bringing an expert to your audience, okay, they are doing the presentation, all right. First of all let me say that the expert, the person who’s doing the presenting, loves that opportunity. If you’ve got the audience, they have the product and you can put them together, that’s a really welcome introduction from that product creator’s point of view.

Cindy: That’s quite easy. If you don’t mind, I’ll just jump in here; because a lot of people, like you’re alluding to here, a lot of people have

products that they’ve put in all the works, like you for example. If you can get 300 people, if you have a mailing list or you have subscribers or somewhere to connect or drive traffic and get people into a webinar room, there are tons of people like Walt that will want to just come in and sell your stuff for you. Often you guys are paid 50%, is usually …

Walt: Absolutely, absolutely. If you’ve got the audience, and there’s a billion training courses on building audiences and there’s lots of

things that you can do to drive traffic towards any webinar sign-up page, you just need to define the audience and run some ads to it. If you can bring the audience, I guess my point being, don’t feel scared about setting up a webinar because if the person you’re bringing, they’re going to do all of the hard work. If you’ve never done it before, switch on your webcam and just, as Cindy did at the beginning of this podcast, “Hi, my name is Cindy,” or of course whoever is listening you would probably use your own name, that would be smarter.

“Hi, this is me. Today we’re going to be talking about blah blah blah, and I’d like to introduce you to somebody who has been an expert in that area, and this is the person that I’m introducing. They’re going to talk to you for the next 30, 40, 50 minutes about A, B and C, and by the end of it you’re going to have this in your toolkit. Now I’d like to hand over to that person.” If you can do a professional introduction, your job is done and yeah, you can earn up to 50% of every single sale. Imagine if you’re selling a 500 or 1,000 or even $2,000 product, you’re earning 50% of the commission by doing two things: A, bringing the audience, and B, doing a professional introduction. Everything else is taken care of for you.

Don’t be scared of webinars, in fact, go out and speak to some people. I’ve always used a bit of a mantra that action [Q 00:25:56] is for you. If you go out and you’re dead set scared and the first thing that you do is speak to someone and say, “Hey, would you like to run a webinar to my audience for your product?” I’m pretty sure you’re going to get some positive responses, so you don’t have to have that fear of rejection. If you’ve got the audience then people are going to be happy to speak to you. If you don’t have the audience, make that your first goal. Go and build an audience about a specific topic. Once you have the audience then you’ll be easily able to find a webinar to suit.

Cindy: You know the funny thing, even if you totally goof, this “professional” introduction, it won’t really matter because people are going to forget. You’re on camera for maybe 30 seconds to a

minute doing the introduction, and then you hand over to someone that’s very confident and great with the audience, they do this a lot of times. Even if you totally screw up the introduction, it’s not the end of the world either, is it.

Walt: What we’ve just done is take away every reason why you shouldn’t be buying.

Cindy: There you go.

Walt: You can rough up the introduction and still do extremely well in a webinar, which I’ve done and which we know works, then you’re in good company, you’ll be fine. Cindy: Absolutely.

Walt: Just get it done. Yeah, my tip would be just get it done. Cindy: Just go for it.

Cindy: All right. Thank you so much, Walt, for coming in here and sharing so many gems. I hope our listeners have had a lot of great notes to take and will be able to move on in webinars. Thanks heaps for joining us.

Walt: My pleasure, great to see you. Cindy: All right, bye.

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