10 Tips for Conducting Webinars

how to conduct webinarsWith most of us working from our offices these days, we are relying more on conducting webinars to our clients. The days of the traveling salesperson are slowly disappearing. While some of us are still regularly traveling to trade shows, most companies are trying to cut costs by using online tours.

Tools like ClearSlide, Anymeeting, GoToWebinar are making it easier to do online demos.

But what are the most effective ways of conducting those presentations?

1). Pre-Qualify – If possible, try to pre-qualify your prospect before conducting the tour. This can be done with a short phone call conversation or questionnaire that the customer fills out online. Your goal is to make sure that your service or product will be good fit. You should also try to find out why they are interested in your service or product now. Are they trying to solve an immediate problem, or are they just shopping for prices? And finally, try to find out if they have contacted any of your competitors. If they have already reviewed your competitor’s products or services, find out what they didn’t buy from them. This could give you an advantage of how your pitch your product during the presentation.

2). Research – Let’s say that you don’t have time to pre-qualify your prospect. The next best step is to do some research on your client’s company. With Google, LinkedIn and other search tools, this should be an easy process. You don’t have to spend hours doing research. Your goal is to learn enough about the company to determine if  they will be a good fit for what you are offering.

3). Confirm the appointment – Cancellations or postponements happen. It’s a given in sales. But one of the best ways of reducing cancellations and postponements is to send a confirmation email the day before the tour. Sure, some clients will use it as an excuse not to view your presentation, but at least you will not be wasting your time. And hopefully, you can schedule another appointment during that time slot. However, I wouldn’t give up so easily on a cancellation. Try to reschedule it, or dig deeply into why they are not really interested in speaking with you. Maybe you need to do a better job of outlining the benefits of your service or product. Maybe you’re not speaking to the right person. Maybe its bad timing. Whatever the reason, don’t give up so easily.

4). Know the attendees – If more than one person is joining you on the online tour, try to find that out in advance. In fact, the more advance information you have for all the attendees, the better. For example, if you know that your prospect’s boss is going to be joining the online tour, there may be some questions or comments that you don’t want to bring up during the presentation. This is especially true if your prospect is your advocate, but you know he has a lot of convincing to do with his boss. You don’t want to embarrass your advocate by making statements that could backfire on both of you.

5). Keep it short – Long webinars are boring as hell, no matter how exciting you think your product or service is. Keep it short. No more than 15 to 30 minutes at most. Unless the attendees are excited and are asking you a lot of questions (a good buying signal), better to cover the key points that interest your prospect, and then either schedule another more advanced online presentation, or a conference call to hash out the details. People are busy these days. If you tell them the online tour will be longer than 30 minutes, many will shy away from watching your presentation. The goal is to get the sale, not to be long-winded.

how to conduct a webinar6). Know your goal – is it to make a sale on the spot? Is it to move the sales process along? Is it to give a quick overview before scheduling a free trial period? Is it to find out more why the client is interested in buying your product or service?

7). Outline the ground rules – let the attendees know upfront what the ground rules of the presentation are. For example, is it OK to ask questions during the presentation or wait until after you are finish? Is it OK to record the presentation so that the people who couldn’t attend will be able to view it later (which could save you time from doing multiple presentations).

8). Customize it – don’t use generic terms to title your presentation like “Password Security” or “Higher Ed” – instead, customized your presentation by using the client’s company’s name like “ABC Company Password Security Presentation” or “The University of Delaware Presentation.” Even if you are only copying the generic presentation and slapping your client’s name on it, you are still giving  the impression that you spent time putting together the demo and showed some real effort.

9). After the presentation – when the tour is over, what’s next? Besides answering questions, make sure you schedule a follow-up phone call. Your goal is always to move the sales process forward until you get the sale.

10). Review it – if you recorded your presentation, have your manager or someone else review it. It’s always good to get feedback.

For more advice on how to conduct webinars, please check out these books

Deliver Webinars Like a Pro: An Essential Guide for Business Owners. Tips and Strategies to Setting Up and Using Webinars Effectively for Sales Presentations, Marketing Campaigns and Online Training, by Melodie Rush and Carl Stearns

Webinar Authority: The Step-By-Step Guide On How To Prepare, Present, Host, And Execute a Successful Webinar (AMC Book 5301), by Saifuddin Indorewala

For more information on where to find webinar tools, please read –

“6 WebEx Alternatives for Hosting an Extraordinary Webinar,” by Caroline Malamut on the Capterra website.

“The 15 Best Webinar Software Products from Around the Web,” by Nathan B.Weller in Resources on the Elegant Themes, Inc. website.

If you like this post, please read my book Advice for New Salespeople: Tips to Help your Sales Career.

What Salespeople can Learn from American Horror Story: Coven

Young Witch(Spoiler Alert: This post will have a lot of spoiler alerts from American Horror Story: Coven. If you haven’t seen this television program, I recommend that you stop reading right now, and return after you watch the show).

What can salespeople learn from watching American Horror Story: Coven?

Plenty.

If you are not familiar with the TV program, here is a quick summary

It is a modern-day story of a group of witches living at Miss Robichaux’s Academy in New Orleans. The academy is a boarding school where bad or confused young witches are sent to learn how to effectively use their dark powers. They learn to accept themselves and avoid being detected by outsiders. Once they master their skills, and don’t kill others (or themselves) in the process, they return to the real world and try to live normal lives.

The underlining theme of the 13-episode program is that Fiona Goode, the Coven’s “Supreme,” is running out of time. Fiona (played by Jessica Lange) is dying from cancer. To survive, she must find and kill the new Supreme. Powerful and selfish, she refuses to step aside and die with dignity. Rather than take the new Supreme under her arm and train her, Fiona hopes that by murdering the new Supreme she can return to her youth and cure herself.

But Fiona has a problem – she doesn’t know who the new Supreme will be. All she knows is that one of them is among the young witches living at the academy. So besides each witch vying for the prized position of being the new Supreme, each one of them must also watch their backs. Suspicion and fear take over. Loyalties change.

Let the story begin.

There are numerous subplots throughout the show, but for the sake of this blog, I will not discuss them.

Now, how can we learn to be better salespeople from watching the program?

1). Have a Clear line of succession:

History is filled with power struggles when it comes to succession. However, the sales department isn’t the place for that sort of drama. Every sales department should have a manager, an assistant manager, and some basic understanding of the line of succession. This avoids petty back stabbing and allows everyone to focus on doing what all sales teams should do best – sell.

In Coven, the young witches should be focusing on developing their skills and learning how to adjust in the outside world. They should prepare for the coming of the new Supreme and welcome her with open arms. Instead, they are distracted by fear of being knocked off by the Supreme who is hell-bent of maintaining control. In addition, some of the witches try to kill each other or refuse to revive a dead colleague, which only adds more anxiety and stress.

Letting go is difficult. I know that. But to grow and generate new ideas and perspectives, the old must step aside for the young.

Sales departments shouldn’t turn into medieval feuds, where various camps are pit against each other, fighting to determine the next sales manager.

Have a clear succession of leadership. If some people aren’t happy with the current or new leadership, they can always find new jobs.

2). Don’t underestimate your abilities:

To determine who will be the new Supreme, each witch must be tested to see who can master the “Seven Wonders of Witchcraft.” The tests include transmutation, where each witch must teleport from one place to another, and telekinesis, where each witch must move an object with magic.

During the tests, one middle-aged witch, Cordelia Foxx (played by Sarah Paulson), is encouraged to compete. At first, she is reluctant, because she doesn’t feel she has the same skill sets as the younger witches. Nevertheless, she accepts the challenge. After passing all the tests, she becomes the new Supreme.

The message is obvious – don’t underestimate your abilities. You know more than you think. Stretch your limits. Climb new heights. Don’t let self-doubt and fear discourage you from achieving your goals.

personal demons3). Overcome your personal demons:

As part of the test in the “Seven Wonders of Witchcraft,” each witch must send its spirit to hell and return by sunrise. If they don’t return, their bodies turn to dust and they are forever living in eternity in their own personal hell. All the witches pass the test except one. Misty Day (played by Lily Rabe) is forced to stay in a high school lab where she constantly revives and then dissects a frog, all the while being mocked by her fellow students and criticized by her teacher. Misty can’t let go of her personal demon. She is trapped in hell forever.

In sales, we all have to overcome our own personal demons. We all have self-doubts. We all are plagued by negative thoughts. We sometimes have bad attitudes. To become successful, we must break through our own hell through positive thinking, independent learning and ongoing training.

4). Don’t be ashamed of your profession:

In the last episode of the season, the new Supreme decides to come out to the rest of the world. She holds a TV interview and encourages all young witches to join the Coven, where they can find a safe place to develop their skills.

Witches are no longer hiding in the shadows. They can now become part of regular society.

As salespeople, don’t we sometimes feel ashamed of our profession? When someone asks you what you do for a living, what do you tell them? Do you reply “I’m a new business development manager,” or a “consultant”, or an “account manager.”

Do you ever say – I’m a salesperson.

Like the witches in Coven, don’t be ashamed of who you are. Be proud of your profession. Embrace it.

If you like this post, please click here to read my book – Advice for New Salespeople: Tips to Help your Sales Career.