JASON DROHNour service. Our service can handle this-and-that, and it can do this-for-you and
that-for-you and it is only $497. All you have to do is click the button below.”
There is a problem with that. There wasn’t any value. There was no value
delivered. It has basically broken every piece of the trust built up to this point.
So, that is why you always have to have a carrot. You always must have
something of value that you’re going to be able to teach somebody, so that they
naturally come to the conclusion that they want to buy from you.
I have worked for a lot of people who think that as soon as someone shows up
for the webinar, they are allowed to start pitching, and that is totally not the case.
In most cases, these prospects don’t know you. They don’t care about what you
are offering. They will leave the webinar feeling as though you have wasted
their time. That is the bottom line.
It’s terribly brand-damaging when you treat your prospects and your webinar
attendees like one great big walking wallet, particularly when you start getting
into 4- or 5- or 10-thousand dollar products, or memberships, and the like. So,
you need to deliver value first. You need to walk through a typical problem and
deliver a solution. You talk about how your product helps solve that problem.
One of the things that I really like to do on a webinar is walk through and say,
“This is how you start a business. In starting a business, you need to do A, B, C,
D, E, F, G. You need to all of these things, or you can buy my product, and it
will actually cut that time. What used to take you three months, now it will take
you three days.” So, the product needs to solve a problem.
We try to pack as much volume into our webinars as possible. We try to make
sure that the hour, hour-and-a-half, or two hours that they spend on that webinar
with us is the best two hours of their week, their month, their year.
We try to make sure that they can leave with enough understanding and enough
information that they can go and solve some of their problems without having to
do anything extra. Yes, we want them to buy our product, but the bottom line is
we want people to come back to us when they start having issues in the future.
Webinars can be used to sell stuff at any price level. Less than $100 is pretty
easy. Between $100 and $1,000 is a little bit more difficult, but still relatively
easy. You are still going to get 10 to 14% conversions as long as you follow the
webinar blueprint that we have in this book.
Between $1,000 and $2,000 is more difficult, especially in this business Internet
market. There are a lot of people who had $2,000 products and they either did
not deliver on them, or the information wasn’t as good as it should have been,
and the price has really been driven down tremendously.
Above $2,000 is difficult to sell through a webinar with one interaction. You
really haven’t had a chance to bond with the prospects at all, especially not to
ask for $2,000. It is difficult, but there are some advanced techniques that make