7 Deadly Teleseminar & Webinar Scripting, Selling & Closing Sins: Part 2

in On Teleseminar & Webinar Marketing

In my last post, I covered the first part of this series,”Sinning before your teleseminar: Why some sessions fail before they even get started.” If you missed that post, you can read it here: 7 Deadly Teleseminar & Webinar Sins: Part 1.

And now for part 2 …

During Your Teleseminar Or Webinar: The Most Common Sins

1. Reading from a script: If you’ve ever called a customer service hotline with a problem, then you understand the danger of this teleseminar sin. When you read from a script, you sound scripted. One of the beauties of teleseminars is that hearing your voice gives your callers the feeling you’re a real person they know and can trust. But when you sound stiff, mechanical and scripted, you take that feeling away. The best way to deliver your teleseminar is by using an outline of the key points you want to make (see next sin). Before your call, give your outline a few read-throughs and you’ll find your delivery becomes smoother and more natural each time.

2. Covering too much information: If you’re trying to cover more than 5-7 key points in a a 60-minute call, you’re covering too much. Your callers can only process so much about your offer; and when you give them too much, they remember nothing. Think about the most critical things your callers need to know, believe and understand in order to buy and then narrow that list down to a top 5-7. Then cover those and nothing more.

3. Being boring: What’s the best way to bore your callers? Spending 60-75 minutes listing facts. Bored callers tune your out. Bored callers hang up. Bored callers don’t buy. Your teleseminar needs to be both educational and entertaining. And the best way to entertain is by telling stories. (Read about the power of storytelling and your teleseminars here: link to story series)

4. Making your “close” obvious: One big rookie mistake is to make the transition from your content to your close apparent. We tend to get uncomfortable when it comes time to ask for the sale … and it shows. When your voice, tone, and speech change at the end of your teleseminar, your callers know you’re about to ask for money and they stop listening. The best way to avoid an obvious close is to not think of it as a separate part of your call. Offering proof like testimonials and case histories throughout the call is an effective way to “close” your callers the entire time their on the line.

5. Opening the line for questions you aren’t prepared to answer: There’s no faster way to sabotage what could have been an extremely profitable teleseminar than to take a question you can’t answer. Your authority and credibility will be crushed, and callers won’t buy from someone they don’t trust. When you know your market like you should, you’ll already know what questions/objections your callers will have. So instead of opening the lines for those questions, address them in the content of your call. It’s much more powerful to address and overcome objections before they arise in the minds of your callers than to wait for them to think of them on their own.

6. Not building in urgency: People like to procrastinate, and the longer they put off their buying decision, the less likely they are to buy. You want your callers to buy when they’re hot and bothered. So to get them to act decisively, you have to make them believe that acting now means two things: A) they get what they want and B) they avoid what they don’t want. That second part is critical. To ramp up response to your offers, remind your callers of the consequences they suffer for NOT acting … the things they’ll miss out on and opportunities lost. For most people, the fear of loss is a bigger motivator than the promise of gain.

7. Giving unclear ordering instructions: Fact- confused callers DO NOT buy. You’re ordering instructions need to be painfully clear and easy to follow. Any unexpected step in the ordering process increases the likelihood your would-be buyers will panic and abandon ship. Make it easy for them to order and make sure they know what to expect every step of the way.

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