You are an expert in your field. Otherwise, you would not be hosting a Web Event on the topic. The presentation is spot on, filled with top notch information that has your attendees fired up.
And the attendees? You packed this thing. A hot email list. Just the right mix of advertising. You did it all.
And now… the Moment of Truth. The Pitch.
Every pitch does not make or break your business. Having a bad pitch will put a damper on your otherwise great presentation, though. So when you are preparing your Web Event, the Pitch is paramount to the event’s success.
The Pitch is when you will be asking for the sale. It is the climax of the entire Webinar. Your potential customers have been watching and listening intently for the better part of an hour as you delivered huge value to them. Now it’s time for the value exchange.
Let’s break the Pitch down into parts to make sure that you have a successful Web Event, start to finish.
Throughout the Web Clinic, make subtle references to the product you will be pitching. Your presentation is an introductory version of the product. 3 or 4 times during the presentation, you can throw out a more intermediate or advanced tip for your attendees.
When you do that, be sure to let them know that you go more in depth on the issue in XYZ Product. Mention that you will tell them more about it later on the Webinar.
If your product is new, and not available yet on your web site, be sure to mention that. Sometimes people will go poking around looking for the product during the Webinar. They want to know the price before they hear the pitch. Let them know it isn’t there, to keep their attention. The price may not look good 20 minutes in, but it will after the full presentation.
This is the most crucial part of the Pitch. The transition from presentation to pitch must be seamless. Your potential customers should not notice the change.
The Transition is the toughest part of the Web Event. Everything is against you here. You are approaching the 1 hour time limit, when some people will be signing off no matter what you do. If they realize that the presentation is ending and the pitch is beginning, they may be likely to sign off… even if they would have otherwise made a purchase!
Remember what most people’s attitude toward being sold to is. It scares the heck out of people. No matter how much they want to the product. So avoid a few key mistakes in the transition:
Do not take an “Intermission.” I have made the mistake of taking a little break just before the Pitch because I’m exhausted from the presentation. Power through here! Shorten the presentation so you have something left to deliver the Pitch. Even the briefest break is going to result in attendees dropping off.
Don’t announce the Pitch! “Now I want to tell you about…” and “Here’s what I’ve got for you…” are announcing that someone is about to get sold to. They are immediately turned off.
Nor should you announce the end of the presentation. Phrases like “That’s about it…” or “That’s all I’ve got for you…” tell people there’s no new information. At least, not for free.
Since my presentation is usually an introduction to the product I’m selling, I like to use a recap that flows into an outline of the new product. People like to listen to a summary of the presentation, so just keep on going and summarize the entire product.
You made it this far. They are enjoying your presentation and they obviously believe you know what you are talking about. You have not scared them off.
Here comes the Sale. If you have done the first two parts correctly, you are not springing this on your potential customers. Don’t smack them in the face with the Sale. You are simply offering a chance to continue learning.
With any sale, tell potential customers the features of your product, but focus on the benefits. You should know what the 3 most important features and benefits are for your customers.
You will only have a few minutes to make the Sale. No one is going to sit through a lengthy pitch when they can so easily flip over to their browser, or simply get up and walk away.
In the end, just make sure you don’t forget to Close. Tell your customers how they can get your product. Tell them the special deal they’ll be getting if they sign up right now (if you offer that).
Give them a website that links to a sales page. The expertise you displayed in the presentation, and the well made sales page you are sending them to, should be enough to close the sale for you. Throw in a special discount for Webinar attendees, and you’ve done all you need.
You cannot use a high pressure close on a Webinar. It is too easy for people to just close the window! Your close is to tell them the deal, and send them to a sales page.
Many people will now stay on to answer some questions at the end. You should do this. Just make sure that the sales page URL is displayed for the duration of the Q&A Session. Many potential customers will have one or two questions to ask before they are ready to buy. Answer their questions, but don’t make them search for the page when they are ready to buy!