With 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.
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 a 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 you 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 it’s 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 advanced 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.
6). 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 finished? 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, customize 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
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.