Dan Martell - October 30, 2017


How To Sell Software Using Webinars： 5 Easy Steps To Leads And Sales


Episode Stats

Length

12 minutes

Words per Minute

204.21677

Word Count

2,570

Sentence Count

133


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

Transcript

Transcript generated with Whisper (turbo).
00:00:00.000 Whew, gotta make sure you feel the energy.
00:00:11.020 How to use a webinar to sell more software.
00:00:14.420 Maybe you are frustrated because you have a bunch of people
00:00:16.780 signed up but they didn't buy the product.
00:00:19.320 Maybe you have a newsletter, you've done like a ton of
00:00:21.180 blogging and you've got a bunch of people in a newsletter
00:00:23.280 but they're not using the product.
00:00:24.800 Or you have a need to pre-sell the software
00:00:27.520 to fund your growth.
00:00:28.400 If you're bootstrapped, this video is for you.
00:00:30.780 I wanna show you a way to essentially create a ton of value
00:00:34.520 for potential customers and have them buy in bulk,
00:00:38.200 especially from a point of pre-buying one year, two year,
00:00:41.480 and even three year contracts using a leverage approach
00:00:45.680 in a webinar.
00:00:46.520 It's something that I've been doing for a long time
00:00:49.540 and it's funny because when I first started,
00:00:51.480 I was horrible at it.
00:00:52.580 My first webinar ever, I remember my buddy Lewis Howes
00:00:55.160 came over to our office in San Francisco.
00:00:56.960 We were building Flowtown and he's the webinar guy
00:01:00.200 and he was like webinars, webinars, webinars
00:01:02.360 and I was like yeah, webinars.
00:01:03.840 He's like massive action, do webinars
00:01:05.740 and we were like yeah, we're gonna do webinars
00:01:07.280 so we like took some of the emails on our newsletter
00:01:10.040 and we signed them up for a webinar
00:01:11.500 and I was gonna do a marketing thing and I did it
00:01:13.940 and at the end of it, no sales, nothing.
00:01:16.580 Zero happened and I know why.
00:01:18.740 I didn't have any framework, any training, any process.
00:01:21.780 I just said I'm gonna do a webinar
00:01:23.220 and at the end I'm gonna make an offer.
00:01:24.360 What I'm going to share you instead in this video
00:01:27.000 is a very detailed structure and approach
00:01:29.460 that I've used to help hundreds of my clients
00:01:32.040 use webinars to sell software.
00:01:34.040 If you're familiar with Salesforce or Leadpages or SEOmoz
00:01:39.980 or a ton of companies in the B2B SaaS space,
00:01:42.480 they all use webinars to enroll clients into their product.
00:01:46.420 I eventually, with my company Clarity,
00:01:48.720 figured out how to do it.
00:01:50.120 And since then, I've had one of my webinars
00:01:52.320 do 450,000 in sales.
00:01:55.620 So it can work, it takes practice,
00:01:58.460 but I'm gonna give you the bones and the structure
00:02:00.420 to make sure that when you get to the offer,
00:02:02.660 everything else before that aligned to get the person
00:02:06.360 or the customer enrolled and then also how to deal with Q&A.
00:02:10.040 So there's five core steps to an incredible
00:02:13.680 high converting webinar.
00:02:14.840 The first thing is how do you start?
00:02:16.980 You just start with an intro, right?
00:02:18.880 So I like to have fun with it.
00:02:20.220 My webinars, I like to play music.
00:02:22.480 I like to ask people where they're from and how's the
00:02:24.960 weather, those are two of the favorite things people love to
00:02:27.260 tell you about them and just start the conversation going.
00:02:30.200 Kick it off, make sure you build it interactive.
00:02:32.500 Even though it's one to many, maybe you're broadcasting your
00:02:34.840 video, maybe it's just your slides, there's still a sense
00:02:37.600 of I want to know that somebody on the other end is responding.
00:02:40.200 So right off the bat, you know, set the stage, talk about the
00:02:43.640 agenda and then ask people to interact asking those two
00:02:46.920 questions, where you're from and how's the weather.
00:02:48.880 They pop it in there and just welcome them to the webinar.
00:02:51.120 John, Mary, Lisa, welcome to the webinar.
00:02:53.720 We're gonna kick it off and we're gonna get going.
00:02:55.660 So that's the first part, the intro.
00:02:57.320 The second is the story.
00:02:59.260 Now it's not any story.
00:03:00.400 It's actually called the expert story.
00:03:02.560 It's your story that positions you as an expert.
00:03:05.640 Whatever you're teaching, okay?
00:03:07.460 Let's just call it three points.
00:03:08.940 Three strategies to increase your marketing.
00:03:12.300 Whatever the value is your product offers,
00:03:14.640 so you have a software product.
00:03:15.940 Whatever problem it solves, you wanna do a webinar
00:03:18.880 that solves that problem through the content.
00:03:21.980 So if you have an HR recruiting platform,
00:03:24.280 your webinar should teach people how to hire better.
00:03:27.060 If you have a Instagram marketing tool,
00:03:30.500 then you wanna teach people how to do
00:03:31.760 better Instagram marketing.
00:03:33.000 So let's just call it three things.
00:03:35.060 What you wanna start off in the story is teach people
00:03:37.960 how you learn how to do it.
00:03:39.640 Maybe you started off on Instagram and you realized
00:03:42.840 that it was an up and growing channel
00:03:45.140 and you wanted to do it and you spend 100 hours
00:03:47.680 in a three-month period and no results.
00:03:49.640 And you just tried, you tried, you tried.
00:03:51.440 And maybe you went on a journey.
00:03:53.020 Maybe you went and you read all the books.
00:03:54.640 You talked to some experts and then finally,
00:03:56.740 something clicked and you learn how to unlock the power
00:04:00.740 of Instagram marketing and that becomes the three strategies
00:04:04.980 that you're gonna teach in the webinar.
00:04:06.580 So you wanna spend about 25 minutes on the teaching stuff
00:04:10.420 but about five to 10 minutes on the story.
00:04:12.880 So you start with the intro, go to story,
00:04:14.780 and then finally, the third is the framework.
00:04:17.320 In the framework, I say three things that you want to teach,
00:04:20.020 but here's the cool thing.
00:04:21.160 If you put it, if you draw, okay, and this is like super
00:04:24.660 simple, okay, a triangle.
00:04:27.020 If you have three things and you draw a triangle and you go
00:04:29.460 boom, boom, boom, all of a sudden now, it's valuable,
00:04:33.560 okay, this is a game changer.
00:04:35.080 If you're building any kind of training material and you don't
00:04:37.600 take the opportunity to do a triangle, a square, or a circle
00:04:40.840 and like think about it, if you had four points, four
00:04:43.080 strategies to increase your recruiting process, you could
00:04:46.640 just draw a square and then put it into a grid and call it a
00:04:50.420 quadrant and have it called the recruiting quadrant and these
00:04:54.380 are the four things that you need to know to just dominate in
00:04:57.640 recruiting.
00:04:58.420 It's that simple but I write framework because if you don't
00:05:02.520 have a process then people don't value it.
00:05:05.160 If it's just like three random things it's not as interesting as
00:05:08.240 some kind of diagram.
00:05:09.380 The way I think about it is when you draw it draws people in and
00:05:13.300 they're going to value it and appreciate it more and then all
00:05:15.880 of a sudden they're like, man, this person really is an expert
00:05:18.820 at this information.
00:05:20.660 Then the fourth part, and this is the magical one,
00:05:22.880 is the offer, okay?
00:05:24.560 And when I think about the offer, I think about the turn.
00:05:27.600 So ideally, what you teach in the webinar gives people a
00:05:31.460 result, gets them a result, but it's done in the hard way.
00:05:34.840 So whatever your software does, whatever problem it solves,
00:05:38.040 the webinar content teaches people to do it manually.
00:05:41.280 Maybe it's a spreadsheet you give them, maybe it's the process
00:05:44.980 And like step one, you do this, two, three, four.
00:05:47.440 And they're like, wow, that's amazing.
00:05:49.200 And then you go, hey, I just taught you this way of doing it.
00:05:52.140 And I think we'll both agree that it's really powerful
00:05:54.080 and valuable.
00:05:54.580 And they all go, yeah, yeah, that's great.
00:05:56.000 Would you like to learn how to automate this?
00:05:58.500 And that's called the turn.
00:06:00.220 You introduce a new problem that it
00:06:01.700 takes forever to do that process, maybe five hours a week.
00:06:04.980 And you have a software solution that
00:06:06.900 could automate it for them.
00:06:08.140 And I just ask, hey, would you like
00:06:09.760 to learn more about a solution that
00:06:11.620 could automate this for you really quick?
00:06:13.380 and everybody's like, yes, yes, please, please, please.
00:06:15.740 That's the turn.
00:06:16.680 New problem, takes a lot of time to do this, agree.
00:06:19.680 New solution, your product.
00:06:21.760 And that's when you start diving in to the specific offer.
00:06:25.400 Now, there's seven key characteristics of a great offer,
00:06:28.760 but the one I really wanna dial in
00:06:30.360 and what makes it different, why should people buy
00:06:32.300 on the webinar versus any other time?
00:06:34.800 And that's called add-on.
00:06:35.940 Some people call them bonuses, I call them add-ons.
00:06:38.500 There are four add-on types that work incredibly well
00:06:42.440 four software founders using webinars to sell their product.
00:06:46.840 The first one, and you want to think about it
00:06:48.440 kind of like a supplement.
00:06:50.140 I think of like people training, lifting weights.
00:06:52.520 Maybe your product helped them train,
00:06:55.620 kind of give them exercises in a schedule.
00:06:57.960 The supplements, normal supplements would be like
00:07:00.160 vitamins and whatever, it's the things that they would need
00:07:02.600 to be even more successful or where they would get hung up.
00:07:05.360 So these four add-on types are critical
00:07:08.360 to make the offer irresistible, okay?
00:07:11.060 So the first one is a done-for-you offer, okay?
00:07:13.860 And you can do this for like the first 10 people.
00:07:16.000 Maybe it's actually assigning one of your product specialists
00:07:18.820 to the customer for a three-hour free strategy
00:07:21.700 and implementation workshop values $1,500.
00:07:25.080 You're gonna add that as an add-on.
00:07:26.580 So the done-for-you bucket is one of the key areas
00:07:29.600 that I think a lot of customers would find extreme value
00:07:32.900 that wouldn't be otherwise available
00:07:34.280 if they just signed up for your product.
00:07:35.800 And you can add that as a specific thing
00:07:37.900 and maybe only the first 10, right?
00:07:39.480 so you create a sense of urgency.
00:07:41.380 The second one is a digital course, some kind of training.
00:07:44.660 Maybe you created a way, you know, you take the webinar
00:07:48.160 and you expand on it and maybe there's these other facets
00:07:50.500 of it, whatever somebody would get stuck in implementing
00:07:54.320 your product, maybe you have a digital course
00:07:56.500 and it's a $500 program and for people that enroll
00:08:00.100 on the webinar into your product today,
00:08:02.440 you're gonna give them that as a free add-on
00:08:05.100 to the total package, right, so you add that.
00:08:08.000 The third thing is templates.
00:08:09.760 You know, when I think about project management software,
00:08:12.360 accounting software, marketing tools,
00:08:16.200 the biggest challenge that I'm always gonna run into
00:08:18.040 is what should this look like?
00:08:19.240 How should I structure this?
00:08:20.640 What's a best practice?
00:08:21.760 Just tell me how to do it.
00:08:22.840 I don't wanna have to figure it out.
00:08:24.160 And if you already have, you know,
00:08:26.360 the best templates based on your experience
00:08:29.040 working with hundreds of customers that you know work
00:08:31.900 and you add that as a bundle and an add-on to the offer,
00:08:35.200 that's got incredible value.
00:08:36.900 So you set a value to that and you add that to it.
00:08:39.340 And the fourth thing is if you have other tools, okay?
00:08:41.880 So it's easy if you're a salesforce.com and you're like,
00:08:44.600 well, if you enroll in our CRM product,
00:08:47.140 we're gonna throw in our support software
00:08:48.680 at a discount or whatever.
00:08:49.820 Or I know Leadpages offers Drip.
00:08:52.380 They just bought a product called Drip
00:08:53.660 and you can get Drip for 90 days for half off
00:08:57.920 or $20 trial, whatever it is.
00:08:59.980 But they have other products they can sell.
00:09:02.220 If you don't have that, ask yourself,
00:09:04.300 What other software exists in my space
00:09:07.840 that I know a customer uses alongside mine?
00:09:10.740 So maybe you have, like I said, Instagram marketing tool
00:09:13.940 and you know that people that use that
00:09:15.280 also have a need for an email automation software.
00:09:18.320 So you could actually go to a company
00:09:20.440 that has the email automation and say,
00:09:22.420 hey, I'd love some kind of discount code
00:09:24.160 or some kind of bonus that I could get
00:09:26.820 that's exclusive to me, so maybe it's an affiliate thing
00:09:29.300 and you just pass that along to the customer
00:09:31.300 and you add that to your offer.
00:09:32.860 So, you know, a lot of people that use my product
00:09:34.620 also need GoToWebinar.
00:09:35.760 So, what I did is I reached out to GoToWebinar
00:09:38.400 and I'm able to give it to you at half off the retail price,
00:09:41.440 but only for those on this webinar
00:09:43.040 that invest in my software.
00:09:45.240 And that is a great way to fill out
00:09:47.200 the four key add-on sections to the offer
00:09:50.940 to make it irresistible.
00:09:53.020 Now, the fifth part to an incredible webinar is the Q&A.
00:09:59.020 And this is where the magic happens.
00:10:01.060 And the reason why is when you get to questions,
00:10:03.700 yes, they're gonna have questions about the content
00:10:05.700 and the structure and maybe some other things
00:10:08.040 in the webinar, but for the most part,
00:10:09.740 they're gonna ask questions about the offer.
00:10:12.600 Hey, is there a 30-day guarantee?
00:10:15.140 Is there a way for me to invite people on my team?
00:10:17.680 So they're gonna talk about your product.
00:10:19.440 What you wanna do is precede based on previous webinars
00:10:23.540 or Q&A, FAQ, Frequently Asked Questions.
00:10:26.380 Could be about pricing, features, setup,
00:10:30.320 time invested, whatever it is.
00:10:31.800 And you can pre-set up five to 10 questions
00:10:34.460 that you know that your customer is going to be asking
00:10:37.520 so that you can see those in the Q&A.
00:10:40.140 So you can say, John asked.
00:10:41.720 Now, this is not a lie.
00:10:42.940 It's not misleading because John did ask,
00:10:45.380 just not in the webinar.
00:10:46.440 But I didn't say that.
00:10:47.240 I'm saying, hey, I'm getting a Q&A.
00:10:48.740 John asked, can I invite my team member
00:10:50.920 to collaborate around the reports?
00:10:52.320 Great question, John.
00:10:53.480 Here's how that works in our product.
00:10:55.340 And you can actually, if you want to go ninja, open it up.
00:10:58.280 show the software on the webinar
00:11:00.340 and walk people through how incredible it is.
00:11:02.640 That's next level.
00:11:03.720 A lot of people, a little iffy doing a live demo,
00:11:06.480 but that's what I would do.
00:11:07.600 And you could just have those five to 10
00:11:10.100 frequently asked questions preceded
00:11:11.920 so that as people ask questions live,
00:11:14.480 you can go to one live, one seed, one live, one seed,
00:11:17.940 and doing that will help overcome some of the objections
00:11:20.640 people have on the webinar
00:11:22.340 and they're eventually going to buy and pre-buy,
00:11:25.120 and this is where the offer comes into play.
00:11:27.000 Give them a reason to buy a year,
00:11:28.660 two year contracts of your software
00:11:30.440 and that'll help fund,
00:11:31.760 especially from a cash flow point of view
00:11:33.120 for you bootstrap founders out there,
00:11:34.880 the growth of the business.
00:11:36.320 Webinars are one of the most powerful conversion tools
00:11:39.400 to scale your sales process
00:11:41.560 using some kind of paid lead gen
00:11:43.500 to a webinar offer of your software.
00:11:45.640 I've had many of my clients get to a million plus
00:11:47.880 in ARR, annual recurring revenue, in months
00:11:51.460 because they were able to leverage the webinar framework
00:11:54.600 I just shared with you guys.
00:11:55.440 So, I wanna ask you, leave a comment below
00:11:58.780 and let me know what is the title of the webinar.
00:12:01.020 If you have one, talk about it below.
00:12:03.040 What are you teaching?
00:12:04.080 If you don't have one, what would it be called?
00:12:06.080 Again, think about your software and the problem it solves
00:12:08.660 and how you could teach something aligned with that problem.
00:12:11.720 You know, for them to do it manually, leave that below.
00:12:14.400 I can't wait to read your answers.
00:12:15.620 I hope this video finds you incredibly well
00:12:17.920 and I'll see you next Monday.
00:12:19.400 If you like this video, be sure to subscribe to my channel
00:12:21.540 for other marketing and software related videos.
00:12:24.200 Also, I'd encourage you to join my newsletter
00:12:26.820 to receive private invites to events,
00:12:29.180 exclusive contests, and other free training.
00:12:31.380 And if you're ready to keep going,
00:12:32.300 I got two videos queued up for you.
00:12:33.760 I will see you next Monday.