Jason Fladlien - One to Many: The Secret to Webinar Success

Im known as the webinar guy. I dont know if Im the best in the world at creating and delivering webinars, but a lot of important people say that I am, so who I am to argue?

Certainly, my results speak for themselves.

A webinar is not always the best way to make a sale. You dont sell iPhones through webinars. When Kim Kardashian endorses something, she does it via social media, not through webinars.

To truly unlock the power of what webinars can do for your business, you have to first understand what makes webinars powerful.

• Condense the sales cycle: If it normally takes you seven to ten days to get a stranger to go from cold to sold, a webinar can often accomplish the same transformation in two hours or less.
• Educate and sell in one sitting: Purchases occur emotionally, and emotions are felt in the moment. If we can educate them about making better choices related to whatever they desire, and then in that moment show them how buying is the best choice of all, we win big.
• Provide value within the pitch: Most advertisements dont have the luxury of giving value and then trying to sell you on why you should buy from them. In fact, most advertisements are nothing more than annoying interruptions. The webinar is an advertisement, but one that has intrinsic value.
• Can be event - based : There is a difference between listening to your favorite artist on iTunes and seeing them in concert. The concert is an event. Webinars can also be live events, or at least have the feeling of being an event, even if they are pre - recorded .

If you sell something that doesnt have a sales cycle beyond an impulsive yes or no, a webinar will most likely be wasteful.

If your product doesnt benefit from providing value within an educational context to the customer, the webinar will only get in the way of the sale.

No need to have pomp and pizzazz surrounding your products or services? Skip the webinar.

However, youll find that in most businesses, especially ones that truly offer meaningful products and services, the webinar is the tool to use. This is why more and more people are looking at learning how to use webinars to sell products that truly matter.

Here is where webinars just flat out beat everything else:

• High - ticket goods: If youre selling something for $2,000 or more, conventional wisdom will tell you that you need multiple touch points to prove your worth and to create a strong relationship with rapport before making the sale. Webinars done right can often sell higher - priced goods all by themselves, and will assist and aid any other point in an already - existing sales process.
• Superior products: Shockingly, average products have an advantage over superior products in the marketplace. Why? Truly superior products often cost more to manufacture. They also require the customer to have a deeper understanding to why the product is better. The webinar is a great vehicle to demonstrate that superiority.
• Product launches: If people feel they are part of something greater than themselves, that has inherent value independent of whatever they are purchasing. If youre in an industry that can or does benefit from a product launch, adding a webinar (or two or three!) can skyrocket the results. A webinar in a product launch is like gasoline on a fire.
• Backend sales: The most challenging and expensive sale you can make is to a first - time customer. The other two ways you increase revenue in your business is to get existing customers to spend more per transaction, and/or to generate more transactions. Its easier to reach existing customers (especially if you put them on an email list). If you served them well, they have a favorable view of you, too. The most profitable time to use a webinar is to an existing customer base.

I started doing webinars back in 2008. Not only was I one of the first to use webinars to sell, I was the first to exclusively build all my techniques around it. Ive written hundreds of unique webinar presentations. Ive generated hundreds of millions of dollars through webinar techniques for myself and for others. Ive spent tens of thousands of hours thinking about webinars, preparing for webinars, doing webinars, analyzing webinars, scripting webinars, and teaching about webinars.

I know some serious black belt techniques. I also know you dont teach a toddler the tango.

Heres the good news: you only need to be a fraction as good as I am at webinars to do even better financially from webinars than I have done. My mastery of webinars came at a cost. Every minute I spent becoming a webinar black belt was a minute I couldnt spend doing anything else.

If youve spent your time building up a seriously powerful product, or an amazing company, or a dominant position in a marketplaceand you marry my webinar framework to it oh boy!

For most businesses, simply having a semi - cohesive webinar in place will put you leagues ahead of the competition who dont use webinars at all. Or if they do, its a bastardized version of what a webinar should be.

I am not going to teach you every little webinar magic trick. My goal here is simple. I want to give you an approach you can easily understand, pick up, and run with. I want to give you something that the first time you use it, can positively impact your business and your bottom line. I want to give the most coverage for the most situations, with the least amount of effort or competence on your part.