Today, part 3 of our 3-part “7 Deadly Teleseminar & Webinar Sins” series. On we go …
After Your Teleseminar Or Webinar: The Most Common Sins
1. Not following up after the call: If you conduct your teleseminar, give your close, and stop … you’ve left between one-third and one-half of the money you should be making on the table. And there are 3 reasons why:
- Some of the people who register don’t make it to the call.
- Some of the callers don’t make it to the close.
- Some of the callers make it to the close and need another push before they’ll act.
Your post-call marketing will capture a percentage from those three categories and turn them into paying customers. Use as many ways as possible (fax, e-mail, direct mail, telephone) to follow up and drive your callers to a summary of your offer. Because without post-call marketing, almost all additional sales are lost.
2. Ignoring non-buyers: When your teleseminar ends and orders come pouring in, it’s easy to get excited about all the people who bought and forget the ones who didn’t. This is a huge mistake. Normally, less than half of your callers will buy on their first teleseminar. Which means if you’re ignoring them, you’re turning your back on 50% or more of your potential profits. Understand that just because someone didn’t buy on their first call, doesn’t mean they won’t buy their second, third, or fifth time on the line with you. Some people need an extra nudge, more information, have more questions, or require a different approach. To sell these people, offer them a second teleseminar or webinar focused on an unanswered question or nagging concern.
3. Not collecting testimonials: Testimonials are one of the most powerful forms of proof you can offer skeptical prospects. And overwhelming your callers with proof is a sure-fire way to bump your teleseminar sales. So it’s critical that you collect customer testimonial whenever possible. To encourage feedback from your callers, offer them something in exchange for their testimonial: an additional free teleseminar, a discount on one of your products, a free report … anything that gets them talking the exceptional results they achieved with you and your product.
4. Not sending highlights to your list: Since not everyone on your list will register for every call, it’s your job to make them feel the pain of what they missed. Send highlights to your list that tease the amazing content you revealed. Describe the life-changing information your callers received that they didn’t. Include comments from ecstatic callers. Write benefit-driven, blind bullets that make your list members regret their decision not to attend. All this will drive home how much they missed out on by not being on the call, and it’ll motivate them to sign up and show up the next time around.
5. Not automating your teleseminar: Doing a teleseminar or webinar once and making money is great. But doing a teleseminar once and then automating it so it brings in money day and night without you lifting a finger is extraordinary. If you’re manually doing the same teleseminar for the tenth time, you’re never going to get anywhere. Once you have a session that sells, you need to automate it so you’re free to move on to the next big thing (see sin #7).
6. Not leveraging your teleseminar: Teleseminars sell because your sales message resonates with your audience. Honing your sales message on your teleseminar and not translating it into another sales media is a complete and utter waste of your efforts. The best way to leverage the success of a profitable teleseminar or webinar is to have your session transcribed and then repurpose the content for salesletters, e-mails, reports and other copy. Your successful teleseminar includes all the key points you need to make, and because you were speaking instead of writing, know the delivery in casual and conversational. Using your teleseminar, your supporting sales copy practically write itself.
7. Thinking you’re done instead of thinking “what’s next?”: The key difference between my average teleseminar and webinar students and my exceptional ones is that the exceptional students aren’t content with “good” results. They’re constantly thinking about what the can tweak, adjust or add to their successful sessions to take them to the next level and beyond. They’re constantly thinking, “What’s next and what’s the fastest way to get there.” It’s tempting when you’re making “good” income to sit back and enjoy the ride. But when you’re doing well is the best time to step on the gas and launch yourself to the next level. Don’t get complacent; always focus on the next big thing. And remember, if you’ve automated your profitable session, you’ll have money pouring in as you work out what that thing is.