How to Sell Using Teleseminars; BuzzBooster TV #50

How to sell using teleseminars, telesummits and webinars plus Annette Pieper shares with us how she structured her telesummit. We did this one as a Google Hangout. Hosted by Shahar and Nashlah from Buzzbooster marketing advisors. Having trouble viewing this video? Try the Quicktime Version. Want audio-only? Click here. Sponsor: GoToMeeting with HD Faces makes […]

How to sell using teleseminars, telesummits and webinars plus Annette Pieper shares with us how she structured her telesummit. We did this one as a Google Hangout. Hosted by Shahar and Nashlah from Buzzbooster marketing advisors.

Having trouble viewing this video? Try the Quicktime Version. Want audio-only? Click here.

Sponsor: GoToMeeting with HD Faces makes it easy to collaborate online anytime. Use promo code: PODCAST and Try it Free!


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The Transcript

How to Sell Using Teleseminars; BuzzBooster TV #50

NASH:            Welcome to BuzzBooster.TV.

SHAHAR:      I’m Shahar.

NASH:            And I’m Nash.

SHAHAR:      And this show is brought to you by Go To Meeting.

NASH:            Yes.

SHAHAR:      You know Nash, today we have a very special show. We have some guests with us right Annette Pieper, [Inaudible 00:00:34.1] and Scott Butler and we are going to be talking about teleseminars and webinars. By the way, webinars are great tool for you to use in your business.

            Not only to be marketing the business but to be selling products and services and actually a lot more. And you know what Nash, I do like to do with when I see other people’s faces.

NASH:            Me too.

SHAHAR:      Yeah.

NASH:            You know, yeah, because Shahar you create, you create a connection with that person more than if it’s just over the phone or if all they see is the power point. You know, with the faces you can see the reaction, they can see yours they can see your facial expressions. There are so much more that’s being said just by being able to see each other, so it’s great.

            You know, I actually invite you, our listeners to give Go To Meeting a try. The listeners of our podcast actually can have a thirty days free trial. So, hey, don’t wait. Go get the, for this, just take advantage of the special offer. Go to Click on try it now or try it free button.

            And when you’re there, filling out the stuff and make sure you put the promo code podcast. And they’ll give you thirty days free trial just for you to try to go with the face to face online meetings with Go To Meeting.

SHAHAR:      Yes. So don’t forget. Go there get the free trial put the word podcast. And now watch the show because we are going to tell you the ins and outs on having success with this kind of tool. Enjoy.

NASH:            Have fun.

SHAHAR:      Okay, so let’s talk about telesem—actually, you know, I want to make some little bit teleseminars and webinars because depending on what you are going to do or what you are going to sell, one format might be better than the other. Of course with webinars, we have the thing with the pictures where we can bullet point and we can use a Power Point so it can be more effective when we try to sell, okay?

            But teleseminars and webinars, of course when we start, they tend to bring a lot of frustration, right? I remember when we start doing teleseminars that, well, more than once Nash it was just you and me, right?

NASH:            Yes.

SHAHAR:      And [Inaudible 0:02:52.4] still we would record because we could use that as a product later, right? And that’s totally a case, the beginning. You see Google Hangout is one that you could be doing, let’s say “webinar” right here and it’s the same thing. At the beginning, you might not get attraction and in this case we even have one more problem that is people are not familiar with the tool and itself.

            They are kind of scared to be on camera, so you have all these little things to, to go over. But in the long term can be very profitable, right? After that initial stage, of course we start attracting people and then more people, more people, today’s kind of uneasy things to get a hundred, two hundred people on the phone line.

            It’s still not, not a lot compared to other marketers that can bring thousands and thousands of people but it can be every effective and very profitable. In fact, one of the products we sell through teleseminars is $15,000 which people say cannot be done with the teleseminar only, right? But we do it, actually, we have one tomorrow.

            Of course, they don’t go to the sale right away. It’s not like they can click and buy it right there. They have to go to a process but the sale itself is the using only the teleseminar. Any comments Nash?

NASH:            No Shahar, not really you kind of touched on it.

SHAHAR:      Now you Annette, tell me the beginning because you start doing teleseminars I would say two years ago or a year ago?

ANNETTE:     It’s probably about three years ago. It’s been a quite awhile ago.

SHAHAR:      And you was also the same thing, right? You wouldn’t get a lot of people at the beginning right?

ANNETTE:     Yeah, actually sometimes I call in on my cell phone and I’d be on my home phone just so I can record it because you have to have two people on the line to record it and so I call in and I didn’t have two like you guys so I had to call in on my cell phone so I could record, so I could repurpose that as a product.

SHAHAR:      Yeah. So there’s never a loss there because you can repurpose whatever you are doing, right?

ANNETTE:     Absolutely.

SHAHAR:      Did you figure what was wrong that you are not getting the people, what do you think was happening?

ANNETTE:     I think part of it was maybe the content. Part of it was exposure. I wasn’t marketing myself enough or I didn’t have the right list which is what I’ve been working on for the last sixty to eight months is really building my list so that I have the right people on my list.

SHAHAR:      That’s, that’s very…

ANNETTE:     So I think it was a combination.

SHAHAR:      Yeah, it is. It, see, it is always a combination. That’s, those are very good points. First the content, then I would say, the title in itself, right? That’s valid actually for anything we are trying to market online. If we don’t get very good at copy writing, it makes everything difficult, right?

            And we might think, okay, this is good enough but it’s not good enough from an emotional level to attract people.  So you have to be very careful with the titles that you put out there, okay? Especially of course when it’s something that it meant to sell. The second thing is visibility,–more than that I would say– well first don’t think by using just one thing like Facebook you will get enough visibility.

            But the second one, are people really paying attention to what you’re saying and interacting? And statistically today, if you want to get really attention on social media, you’ll have to be sharing post, you’ll have to be liking or plus the post and you have to be providing content at least once a day.

            So if you’re not doing that, it gets longer for you to get that visibility with the attention that we want to. And the third one that you mentioned, the list, we all kind of start with a crappy list, right? And many times we go to networking meetings and that’s how we started and we would get every single card and put in the system.

            And of course those people, they might be prospects but not really interested in what you are offering, right? So you don’t get the attention from that list as much as you want until you start doing some kind of joint ventures and Annette will talk about that a little later and then you’ll start seeing the quality of the list improving.

            Because then, you are talking to people that are already interested in what you are offering. In the networking meeting, maybe 10% of that whole meeting could be interested in what you are offering but you’re putting all the cards in the list. And you should anyway because you can warm up that relationship. But at the beginning, we don’t see a lot of attraction.

            And then again it’s why it’s important for you to put your face out there, offer something for free that they might be interested and they take the action, not yourself, cool. Let’s do this, I’m going to, to go through a brief presentation of the structure that we tend to use in our teleseminars and then Annette, I’ll let you tell the story on how you structure your latest telesummit because I think that was a turning point in your career and the challenges that you went through and things like that, okay?

            So the very first thing here that we need to think is we have the teleseminars, we have webinars and the difference is people can see the Power Point. We could do webinars combined with live streaming. We’ve done quite a few of those, actually today we are live streaming through UStream.

            But we decided that when it’s a presentation that the intention is to sell, we do not use live streaming anymore and why? Because they have all kinds of bugs, all kinds of things happen and can become a huge problem.

NASH:            [Inaudible 00:08:42.1].

SHAHAR:      I don’t know if it’s you Annette or who is it. Well, somebody told me last week that they went through a webinar. There was a live streaming, oh Michelle did that. And it was a total disaster because the sound wouldn’t come up and the picture of the other speakers, so it has a lot of issues.

            So I would suggest it’s cool to play with that and it’s cool like today that we have no purpose of selling anything here. We just want more visibilities so people can find us here on Google, on, on UStream. So we provide several channels for them to watch.

            But again, word of caution because that can get quite in the way of you making a sale. And then we have the type of webinars with JVs and in case joint venture partners, I’m talking about people that are very used to make sales with webinars. So there are some points here that I want you to pay attention when you’re in that level that you have the good lists so they come and you, there is a structure that you have to follow.

            Of course, in any situation, you should have perfect video and audio as much as that is possible because it’s not always possible. If you’re interviewing somebody, you want to balance the audio. Again when the tool that you’re using allows that like here, it doesn’t but many times when we’re interviewing like, I have a strong voice and I might invite somebody that has a very soft voice.

            I might want to increase that level like I was interviewing Chris [Inaudible 00:10:20.8] the other day and she has a very soft voice. So we need to balance that so it doesn’t sound too weird. Another thing is– well become present and again Annette, you could talk more about that than myself but really be in the moment and don’t allow the technology and things to get in the way.

            Especially if you’re running the webinar and you have two or three monitors, you have to be careful to be there and try to look at the camera. Also another thing that works quite a bit is if you do it standing. Okay? I don’t do that myself but it’s true that the energies changes. Of course your diaphragm is free to move, so you’re not like this, it’s important.

            So when it’s one of those big ticket items, you might want to do the whole thing standing just like if you were on stage. You are going to feel that it’s really, really different. Okay, so be present and standing. If you use automated webinars which remind me to talk more about that later, but today, it’s very common that you do, when you do a very good presentation, you, of course you record like we are right now and then you put on an automated format.

            Okay? If you do that you want to be attending during the broadcasting of the recording. There are many reasons for that but the main one is you have a chat and people will be asking question, will be live on the chat and you should be answering those questions right there and then. So you should be attending during the record.

            You know, of course also to see if there’s any bug or problem there. Don’t check your numbers how many listeners you have all the time but you do want to check that in the middle of the session, okay? Because later you will see that will decrease when you start the call to action, okay?

NASH:            I check that all the time.

SHAHAR:      Yeah, you do check that all the time but it’s kind of annoying right? And it may distract you. So again, in our case Nashlah we always, we have the two of us. So when one is speaking the other is not we have to be careful when we are running alone not to waste time checking that all time because it’s not going to make a lot of difference.

            The difference is between the middle and the time that you, that you start the call to action. Because if that call to action doesn’t start well, then you start using people.

NASH:            That’s true. And you know Shahar the other thing is actually it could be– it actually could do a lot of harm because it can be distracting, very distracting and discouraging sometimes. So you know, it happens. Sometimes you have a lot of people joining you, sometimes you don’t. Just like you said in the beginning, sometimes it was just you, you and me.

            Well, if you start seeing that there’s only one person or maybe like five people and then it drops to four people and then three people and then it could be very discouraging. It can be indicative of what’s going on but it can also be discouraging.

SHAHAR:      Exactly. We have somebody else joining us. So we are talking about teleseminars and how to monetize with them and right now, I’m going to tell you about the email sequence that you should have in place for your auto responders when you’re trying to bring people to the seminar that will have a call to action to a sale.

            So let’s suppose, you’re webinar or teleseminar will be on Wednesday, okay? So Monday, you send an email out with content and then the invitation. Okay, this is interesting because a year ago, we could send an email for our teleseminar like two weeks ahead and we will get subscriptions and people would attend.

            Today, the [Inaudible 0:13:58.8] is so high that it’s better for you to work with a short window. So, on the first email, you send a content email and you add an invitation for the registration, right? You do want to squeeze them into an auto responder so you can continue reminding them. Always very important.

            Nash, which is the page that we usually use for our registration?

NASH:            No, actually for registration, yes. I thought you were going to say is for the live.

SHAHAR:      Exactly, exactly. And when people can, can go there they see that it’s just a squeezed page where you get the, the name and email. Then on Tuesday, the second email you send and you just remind them that there’s going to be this awesome teleseminar and here to register. Third day, only for the people that have registered. So on the day on Wednesday when you’re doing the teleseminar, six hours before you send an email reminding them, okay?

            Then one hour, before the teleseminar, you’ll say hey, we are starting soon, okay? That’s the subject and then you remind them. And the starting now email that goes really ten or 15mintues before it starts, you send it out and you might be thinking oh people are to start to unsubscribe, no they won’t.

            Because in this case, they are the people that are already registered. They were interested in the topic and actually you are doing them a favor because we are all very busy, chances are, we do forget even five minutes before. I know I do that all the time, okay? So a starting now email. This will dramatically increase your attendance. For you to have an idea, today, attendance is around 50% of whoever registered.

            You have to increase that. In your case, in this last telesummit Annette how was that? Did you, did you have the reminders yes or no and did you get 50% or less? How was that?

ANNETTE:     I got less than 50% that came on the telesummit but the reminders went out every day. They went out a week prior to that. So they we’re getting constant reminders and because it went for five days and there were ten different speakers, I believe that not the same people showed up every day. I think some people were just targeting specific speaker and those that couldn’t show up, if they wanted to, they choose to buy the kit where they could get all of the recordings of all of the speakers and so, I sold quite a few of those.

SHAHAR:      That’s good, that’s good.

ANNETTE:     As well.

SHAHAR:      Yeah, and then that’s totally average right? Maybe next time you want to try the reminders on top of the hour. I was talking to Michelle. We did a teleseminar last week on [Inaudible 00:16:55.3] marketing and that’s one of the things that we did because again, we’ve been using, she’s been using the same strategy and it has been working, okay?

            Now the don’ts when promoting a teleseminar. No 800 numbers for that, right? You have to use your cell phone or your landline. In case you are going to tell them to call, it’s very important of course to have real people answering the phone because you would be amazed how many people sent to an answering machine.

            Then you’re just really slashing your sales because a lot of people will not leave any message and you’ll just miss and you’ll miss a crucial opportunity. Of course in case, it is usually when you would guide them to a higher ticket item. So you want people to be answering the phone. Don’t, do not if you’re using one shopping cart or any kind of shopping cart never use the two step check out, okay?

            You always want to use the one step checkout. Every single time that you ask people to click to one or more screen to fill one more information, you’ll decrease in 30% the conversion. So you’ll have to be careful. And the trackable link, the link with your ID for an affiliate link, you should turn that into another URL.

            You can say Nashlah how you work that but you don’t want the ID to go in that URL because you will also miss the sale. Don’t forget, this is your hot list. This is the list of people interested in what you are talking about, so you have to be careful how you conduct the sales. Nashlah, about the links to avoid using the, the affiliate?

NASH:            So, well somehow mass that link. So if it’s an affiliate link and it’s nice and long or sometimes it’ll start with one blah, blah, blah. What we’ll do is usually, we’ll put it through BuzzBooster so we’ll have a little redirect. It’ll be or whatever. and then it goes, it redirects to whatever our affiliate link is.

            That requires a snippet of code which I don’t know what it is right now. I just have like a little text file that I copy every time. But actually it just, I suppose an easier way Shahat is just to use one of those tools like Bit.Ly B-I-T.L-Y or Tiny URL or anyone, any one of those URL shortener services that will mask will just change your affiliate links.

SHAHAR:      Yes. Especially when you’re using Twitter, right? Because it’s so easy for them to take the idea out of you. Okay, so you see I just got two emails of people who got mixed up on Google Plus and they are watching live. You see how it is. Anything that can get in the way, gets in the way, especially with technology.

            So you want to make it as easy as possible. Of course, we are doing this also for our people to be able to interact with each other and learn how to use the Google Hangout but it’s an issue. We got an email today, right? That’s said [Inaudible 0:20:02.6] saying that she needs to go do her hair before she’s on camera every single time…

NASH:            Yeah.

SHAHAR:      So she was not going to show up because her hair was not on, on the right time today.

NASH:            But that’s the thing to, like Shahar. It’s realizing that sometimes we’ll just assume that people aren’t watching, that they aren’t listening, they’ll find other methods of doing it. So like even with the instant teleseminar service that we use a lot of times people will just track how many people on the line, they’re realizing that other people could be listening just through the little web form and that’s, that won’t be part of the statistics.

            So it’s the same thing here. So it looks like it’s just four of us but in reality, there are at least two other people that we know of that are listening either through UStream or through the marketing hangout page. So always keep that in mind, there’s always someone watching you.

SHAHAR:      There is someone. Before and I’m just checking how many, we have, on UStream right now we have ten. Annette, before I go to the structure, I want to know about your experience with the telesummit. Why you decided to do it and the challenge that you faced. And if you have a structure that you follow for every single call or not or how was it?

ANNETTE:     Well, I decided to do the telesummit because I needed to build my list. I needed to build my list with more of a buying market. My list started with people that used to work with for 20 something years in the semiconductor industry and they aren’t my target market. So I needed to get some people in there that were more my target market, so that was the reason that I did it too. As a list building tool.

            And some of the challenges that I faced was of course, I’ve never done anything like this before, so that was a challenge. I hired someone that this is what they do for a living is help people do telesummits and that was very helpful. I don’t know what I would have without her expertise to get me through.

            But some of the challenges we’re just get into the speakers to get me their information on time. Getting everything set up, making sure that I was fully prepared for it. Lots of people signing up, lots of people credit card problems, so there were all kinds of problems like that. And then also I had a speaker with an emergency, so I had to do a last minute shuffle of speakers.

            And, so those were some of the challenges. But really having hiring someone to help me do that and then of course I hired your company to do all my web work made it go so much smoother than if I would have try to do it all myself.

SHAHAR:      And that’s one thing we need to understand, right? That if we want to make sales, there will be some investment involved because if you’re trying to do everything yourself, it’s going to be crazy, right? So you have a social media agency taking care, you also have the affiliate manager taking care, right?

ANNETTE:     Yes.

SHAHAR:      And is still was a lot of work. So it’s not like, oh it’s so easy I just get on the phone and I make a lot of sales, right?

ANNETTE:     Right.

SHAHAR:      You have to have a structure behind it. And this will…

ANNETTE:     Well and I also have my personal business coach who had just done a telesummit a couple of months before [Inaudible 00:23:18.6] kind of guiding me along as well. [Inaudible 00:23:20.7] she learned and given me some tips as well.

SHAHAR:      And you have some great speakers on your telesummit. People with a lot of name out there. How was it? How did you get those JVs with you?

ANNETTE:     Well, I first decided on the theme of the summit which was about the hero’s journey and then I just sent them an email. These were people that I approached with before, had done their programs. I knew them in some way and I just emailed them and asked them if they wanted to participate and I was really excited at the response.

SHAHAR:      It was really, right? You got a lot of sign ups and a lot of people there? Did you have any kind of structure to the calling itself that you prepared ahead of time or each speaker dictated that or how was it?

ANNETTE:     Well, I had a structure and then I also, let the speakers asks, submit some questions that they wanted to asks, wanted me to ask them. So that [Inaudible 0:24:32.4] what they were offering, what their programs were, what they were doing in their business at the time, the programs that they were working on or their core business.

            And so I had some key questions that I asked and then I let all the speakers come up with one, two, three, four questions to ask them as well.

SHAHAR:      Okay. Were you pleased with the results you’ve got? Nashlah?

ANNETTE:     I’ve lost the sound.

SHAHAR:      Wait a second.

NASH:            Okay, Shahar I think you’re muted.

SHAHAR:      I am, you muted me.

NASH:            Sorry.

ANNETTE:     There we go. Now, I have the sound.

NASH:            I think I also muted Scott but it’s all by accident. Sorry, sorry.

SHAHAR:      Okay. So don’t touching any buttons, okay Nash? We are newbies at this.

NASH:            I need to see what it does.

SHAHAR:      Yeah. Then there is editing in the post production, so fun. So I did asked you a question but I couldn’t remember what it was anymore. Oh, so what about the results, are you happy with the results you have? Is this something that you’re going to put one off to the other?

ANNETTE:     I was very happy with the results. I had a great response and I planned on doing one probably [Inaudible 0:25:57.9] six months. I think you want to space them out and I’ll be offering big things like that too often because don’t you want to burn your market out. But I think about every six to eight months is a good space between a big event like that.

SHAHAR:      Yeah. And Annette is talking about the telesummit format, right? Do you want to explain what a telesummit is? It’s a little different than a teleseminar by itself. What’s the difference?

ANNETTE:     So a telesummit is more of a larger training program. So you might go to a multi-speaker training event that last, you know, a weekend or three or four days. The telesummit is the same way. You have multiple speakers that come on, that present their material and you usually have a theme around it.

            So it’s online training program basically where you invite other people to participate.

SHAHAR:      Yes. Most of the times you invite others speakers to be with you and the common thing in the market today is when you’re starting out, Annette’s not starting out but as she said she needed to grow a list, so she didn’t have a good list, what do you do? You partner with people that have big lists. So of course through the registration process you will increase your list.

            And during a period of days, you will have those speakers being interviewed. Most of the telesummits is they are free to enter but they offer the recordings and I think that, that was your case, right? You offered them the requirements to buy.

ANNETTE:     Right, right.

SHAHAR:      And then of course you have to have a structure to be able to after the, they buy the recordings then you will initiate the process for them to buy other products that belonged to you. And of course in this format, you usually have bonuses and things like that. So it’s a lot more work than just a teleseminar where you really pick up the line and invite somebody in and speak with somebody over a period of one out.

            Okay, let me show you now the structure that we usually use for our teleseminar, this is the structure that you’ll, the first fifteen minutes, so usually you’re going to be, to be taking about ninety minutes. Almost the same amount of time you would take on stage. Of course in some cases, you shortened that to an hour.

            But you will start creating a connection with the audience, okay? Tell your story, first of all. Besides introducing yourself, start with a story in order to create [Inaudible 00:28:30.4] and a connection with people. That should last for, from five to fifteen minutes, okay? Depending on where you’re going to the story.

            Remember not to be repetitive or boring because it’s usually not a good idea. And then you’re going to teach, teach, teach, teach, okay? People will need to understand you know what you’re talking about and you have content to give, okay? This should go to from 30 minutes to 50 minutes. It all depends if you’re doing a one hour format or a 90 minute format.

            Of course if you are using the webinar format, every time you’re giving a point, like a bullet point you would show that on screen to make it register in the brain a little better. After you go through that, you kind of reiterate what you said. So you summarize everything that you said and you’ll highlight again the main points, okay?

            Now, you transition to what we call the shock and awe. That was, at that moment the people will say, wow I need that or I want to be like that or something. There are many different ways of doing that. Okay, talking about a case study is one. Bringing people on the line to tell, you know, how you have helped them but only on a testimonial format but telling the story in itself.

            This is how I was and this is what I became or this is how much I used to sell and then that’s what happened? This kind of thing, they, they work really well. Then logos, of course if you have you your logos of clients– we actually, when we do a stage presentation we have a slide that is full of logos of people we have worked with or some kind of proof.

            Online you’ll see the people their [Inaudible 00:30:13.2] bank statements or shopping cart statements. Well, that can work too if that’s the route you want to go. Then your transition from the shock and awe, so you’ll give the connection part then the teach part, you reiterate what you said then you go to the shock and awe and then you go–

            Okay, this is what you get. So now you’ve transitioned to the call to action, okay? You start saying what you’re going to offer, what’s going to become of them or their life, of their business if they start using whatever you’re offering and you go to the closing itself. That will last 10 to 20 minutes.

            Here, what you get is also, a moment for you to start talking about stories and transformation in this process. Then you go for the close itself. Point by point, the deliverables and then not too much though, okay? Don’t go into many details. You have three hours with me and then ten– because that’s not relevant. It’s a lot more about what they get and as the result by working with you or by buying your product.

            Here, after you do this, you can say the options that they have to buy from you. You can social proof. A common thing that you see quite often on teleseminar is really somebody coming and sometimes three or four giving testimonials. If you don’t have the people to come, you might read, you might show videos that they did on YouTube. For example, here on Google Hangout if I wanted to, I could plug of a YouTube video just with one touch, one button so I could show testimonials.

            For example, if I was using this kind of format as a webinar, of course it would be limited to nine people. But, have one thing in mind though, high ticket in sales, VIP sales, CV for everybody else does could you be use really, really well with Google Hangouts because you we’re going to say it’s going to be for four people only.

            It’s going to be to– I’m going to allow only seven people to come and share before I share with everybody else. Say for example for example, if you bring a group coaching that could be a very good idea. So, so that then, you will show the price itself. So the options, the discounts and then you show the guarantees and bonuses that they get, okay?

            So their guarantee and the bonuses. There has to be a very good guarantee because they don’t want to feel like they are, you know, if it doesn’t work it’s going to be, to be awful.

NASH:            And the guarantee increase the sales.

SHAHAR:      Exactly.

NASH:            It’s, they tested this a gazillion times.

SHAHAR:      So, again, picture of what they get with testimonials if you’re using webinars. The guarantee, you save the guarantee after that you save the prices. Then you want a summary of everything. Okay? So if it’s a webinar, it’s easy. If it’s over the phone, you have to remember, that’s why it’s always good to work either with a checklist or a flow chart, okay? Because then you know what’s next and you don’t use the train of thought.

            For example, with me, I’m [Inaudible 0:33:22.7], and I don’t tend to use the scripts and a lot of things. I sometimes use some bullet points on a screen, it’s very easy for me to forget. So, flow chart works really well for me. There I’ve seen, I said that there was something else that I had planned and it’s always the same.

            Okay, so today’s special offer, how much you value—that’s the, if the slides is exactly this form. Well else is going to be talking. Today’s special offer, how much is in value, your guarantee as to write in the order form, if you’re offering an order form, if they had to print a PDF with an order form, ask them to write that down.

            We did that quite often and despite if we have an ordered form or not, when we are speaking over the telephone or on stage, we always go through several points during the presentation. Even during the conference and say write that down. Write that down. We’ve said that many times. It’s really educating them to start writing and engaging them what you’re talking about.

            But when it comes to the end, that’s even much, much more important. So if you have an order form of any kind or a form that they have to fill out, you might want to ask them to write but it doesn’t matter if you have that form or not. Ask them to write. And then, if it’s a webinar, you will leave the summary slide on.

            Okay? You might be, you start talking about some other stuff. Maybe answering questions because that’s a good time too to start answering some questions that people may have about the program in this case and you want to leave that summary on so people can look and see maybe I can afford, maybe I can’t and there you go.

            Remember one thing, you can sell anything through teleseminars. You can sell coaching programs like Annette did. You could sell social services like Scott does. You can sell both and [Inaudible 0:35:20.0] things like we do. There is no end to that. People tend to say that any sale above $2,000 is difficult to do with a teleseminar which is true, it is difficult to do but it’s not impossible.

            Like I told you, we sold the biz out for the marketing advisor and he said he was going to be here today.

NASH:            Okay. Maybe he’s on UStream.

SHAHAR:      Maybe he is. So it’s doable. Of course, we don’t use only one revenue, only one channel for sales but the teleseminar is one. Questions? I talked too much.

ANNETTE:     No questions.

SHAHAR:      Okay, so…

NASH:            Comments, any comments?

SHAHAR:      Any comments?

ANNETTE:     Well, I really like the flow. I didn’t want to like I was over here taking notes. No, I’ll have to watch this later so I can take notes but I really like the way you’ve outlined the flow of how the poll should go. I really liked that.

SHAHAR:      Again, we tried to do the flow charts and we have a folder with flow charts then I also when I need [Inaudible 0:36:37.1] to the wall because—now see Nashlah just touched another button. She does that always.

NASH:            No, I’m here.

SHAHAR:      Yeah. And we put them on the wall because like I said, you’re managing a lot of things at the same time, right? You’re checking, every now and then, you check sound. When you’re recording or something, you have to check that. You might have [Inaudible 0:36:58.7] people. It’s very easy to lose track.

            Now, when, we love to do presentations when people can ask in any point in time. We do Inner Circle, it’s quite common, right? When we do every month people can pop in on their line or just come on the web stream but, we, when you’re selling, you have to be careful, okay/ So if you’re selling on a teleseminar ideally, the whole process, you will not accept questions.

            Okay, after the call to [Inaudible 0:37:28.3] after you repeated everything and do your summary, then you might open and still you…

NASH:            It’s kind of tricky.

SHAHAR:      It’s tricky because you may get somebody that comes on the line and said oh, very good call but you know what? I’ve sent you an email yesterday about this and go totally away, what you really would like is questions they are putting in to the problem itself so how is it that I pay or do you make more and more payments or whatever is the deal here.

NASH:            So like even with us Shahar, we’ll have the teleseminar or whatever it is and usually, usually, there is this form where they can fill out and ask their questions and we can get it. If it’s pertinent, a lot of times really we’ll just read the question and I will ask you the question as if it were part of the presentation and then you respond, so we don’t really say hey, this person just asked a question and here is the answer because then it kind of opens up for other people to ask the question.

            And when you’re making that sale, when you’re doing that presentation or sale, the questions can kill the sale which is because you know that you’d go off on a different tangent or whatever it is. A lot of times, it’s not so much for us where we’re actually, we’re very [Inaudible 0:38:46.5] as we’re going but a lot of times, most people in fact, they have a set presentation sometimes word for word that they’re doing.

            And so if it interrupts with the sale, I mean, with the question, it takes them off rail and they get distracted and then it’s hard to get back into that beat that they were when they were making that sale.

SHAHAR:      Actually, as a rule of thumb, if you’re selling, you really want to avoid questions as much as possible. Okay, like I said, maybe in the end but never doing—same thing if you’re on stage, if you’re doing a presentation. When we are doing presentations for example, locally, [Inaudible 0:39:21.6] it’s not really going to lead at that moment to a big sale anyway, that is okay.

            We let it open and the people can ask questions during the whole presentation. But when it’s on stage, that is another deal. We go because we know the structure and you have to have that and you have to—we know of some speakers that they know word by word the 90 minutes. We don’t do it like that but pretty much because we know the sequence pretty well and we know that in the moment that we start doing the call [Inaudible 0:39:51.8].

            If it’s me, Nashlah will really stop talking and will come in just on crucial points and on the phone is exactly the same thing or else it can get in the way and you just lose the sale and end up suffering.

NASH:            You kind of, you’ve got a good point even like on [Inaudible 0:40:07.2]. Some people will do this where they’ll stop what they’re saying and ask the question and that totally kills it as well. Sometimes if you, if there’s someone who’s persistent and they keep raising their hand throughout you can say hey, I will get to your question afterwards but then proceed with your talk otherwise it’s a problem.

            And then a lot of times if there are questions, that’s when you use the whole, I can answer your question at the back of the room. So, come with me and then that kind of helps you with actually that momentum at the end where you want people to go to the back table where you have, where you’re selling essentially.

SHAHAR:      With the teleseminar and webinar, it’s pretty good when you have the chat feature because then you can control an you just answer the questions that are pertinent to that. One last thing, if you’re doing the JV teleseminar, so you have big JVs and you are going to interview them on a teleseminar in order to sell their product.

            They’re actually, this is not the average coach that they usually partner with. This is a really– people selling, many—we know about some cases of selling $100,000 on their line. Okay? So these are people that that’s what they do. Well, and you usually approach by a JV coordinator so you’ll get invited to host that and when do they come?

            They come when they see you have a good list. Okay? So they approach you and say, do you want to do this interview with that interview? When you do this kind of interview, it’s very, very important to, okay, you do the connection part then you introduce, ask a question or two about the person and after that, you let them talk.

            You do not interrupt the interview. It’s not really an interview. They are going to speak the whole time and you keep your mouth shut. It’s really, really important because that kind of JV it’s rehearsed to the top. Okay, like I said, they can sell hundreds of thousands of dollars in one call and of course you as a JV you are going to get a cut of that.

            Many times it’s up to 50%. So in those cases, you don’t want to talk. You just do the introduction. If he ask you a question, you answer but other than that, you let them talk the whole time. You might be thinking, yeah, but if I’m the host, I should be interacting. Not in this case because the presentation is meant to sell.

            We, when is it? Three years ago. The first time we got one, I was kind of a little offended because he won’t stop talking and he brought on the line and he brought testimonials and everything and I was thinking, well, who does he think he is? I’m the host. But, at that moment, I just didn’t understand how this things work. You’re talking…

NASH:            No I think he, that guy in particular over did it. I really do. I still do. Seriously he had, he brought like three guests on to our teleseminar. It was very bizarre.

SHAHAR:      Without letting us know first, right?

NASH:            Yes.

SHAHAR:      So that’s the thing. You have to careful because you don’t know who is going to show up and maybe he could have told us before but the fact is that you can make both a little bit money when you have one of those JVs, right? Because they come on their line, they know what they are talking about and they have the whole presentation rehearsed.

            So in that moment, you don’t want to be interviewing the guy. Okay? And you see that they don’t send you the questions or anything because it’s memorized and they go with that. Like I said, it can be very, very profitable and it’s always good to connect with them in environments like Google Plus and Facebook and all of the rest because when you have a list of their response, then things will start playing different.

            [End of Transcript 0:43:50.1]

About Shahar and Nash

Mother and daughter, Innovative marketing team with a cute dog and a very grumpy cat. Innovative Marketing for small businesses is our thing! ;-)

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