Webinars are one of the best ways to sell High Ticket Products & Services Online
If you are a high-end coach, consultant or service professional working in areas like financial services, health and medical or other specialist ares, then you need a steady stream of high end clients to grow your business.
For most professionals though, attracting clients is difficult, and high-end clients only come along rarely. You probably rely on client referrals, word of mouth or referrals from other professionals to get clients. And while referrals are great because they come to you with a high level of trust – they are pre-sold, they can be difficult to scale and tend to only come along one at a time.
Also, referrals and word of mouth tends to get you “more of the same”. If you want to specialise, raise your prices, or develop a new product or service, then word of mouth and referrals often keep you stuck with the same type of clients you’ve always had.
If you want to be able to attract high value clients for a specific product or service, many at a time, then you should consider using webinars. As a Sales Funnel Consultant, webinars are one of my favorite ways to help my clients sell their high ticket products & services using online marketing.
Webinars are a great way to attract large numbers of clients
Webinars are great because they let you attract large numbers of highly qualified clients who need for your services.
Webinars let you reach out to, attract and enrol exactly the type of client that you are looking for. By marketing to large numbers of clients at once, you reduce the time and effort associated with your sales and marketing, meaning you can spend more time delivering great results and less time marketing. Alternatively, if you want to dramatically grow your business, you can focus on sales and marketing and hire people or develop products to deliver your services to clients.
Webinars let you reach a global audience
Because webinars are live online events with global reach, you can truly attract the best clients for your business, wherever they are around the world. This lets you take your business national or international, easily, without the expense, time and hassle of travelling.
This global positioning also helps your conversion rate – because people can see that you are attracting clients around the world – positioning you as a world expert at what you do, even if you are just a small local business.
Webinars get you more high value clients
Webinars are also great for attracting ideal clients – the ones you love to work with, who most value your work, and who you can get the best results for. This can transform your business because you enjoy the work more, do your best work, and get paid what you are worth.
By carefully selecting and targeting high value clients when marketing your webinar, you can make sure you attract the right sort of clients. This will improve your sales conversion rate and reduce the cost of marketing because you can tailor your message, offer and product to the exact client you are targeting.
The result is more clients who you can do your best work for, better outcomes, and even more referrals down the track.
Webinars position you as a trusted adviser
One of the best things about using webinars to drive high ticket sales is that they are perfect for establishing a trusted adviser relationship with your clients.
Done properly, webinars let you build a relationship with your client, demonstrate that you understand their industry, their problems and unique situation, and that you have experience and capability helping people just like them.
Together, these factors work together to position you as a trusted adviser, immediately differentiating you from others in your industry who are just trying to sell them stuff. Over time, and by using other strategies, this leads to people getting to know, like and trust you so that they prefer to work with you when it comes to purchasing high ticket products and services.
Webinars position you as a likeable authority
Webinars have a powerful way of establishing you as an authority in your industry. When you build a webinar sales funnel, you set up a series of touch points which build knowing, liking and trusting over time.
You “look like you are everywhere” to prospective clients, creating celebrity-like positioning that they associate with other industry authorities and celebrity coaches like Anthony Robbins.
Then, when they turn up to your webinar, they are “watching you on TV” while you connect with them, educate them and entertain them. This positions you as an authority – someone who should be listened to and believed.
The combined effect of these factors has a powerful effect on people’s impression of you – think of the people we “see everywhere” and who “tell us how it is” on TV. These are celebrities and experts – the people we like, are interested in and respect.
Imagine how much easier it is to connect with, teach and sell to people when you are pre-positioned to clients as a likeable authority. It’s so powerful that you don’t need to sell at all – people will literally be reaching out to work with you if you get this right.
Webinars let you sell through storytelling
We all know that people aren’t interested in boring product information or sales pitches. They are interested in how they can solve their problems or reach their goals, but even this can be dry and boring. One of the best things about webinars is you can use stories such as client case studies, your personal journey, or analogies and metaphors to build value for the sale while keeping your presentation interesting and engaging.
The best thing about selling with storytelling is that when we hear a story, our brain “switches gear” and relaxes. It stops being “on the defensive” like it is during a sales pitch, and enters a different state where it is more open and receptive. This is perfect for helping people see things from a new perspective, or seeing how your product can work for them.
The Hero’s Journey narrative model is particularly useful for helping buyers to see themselves in your client stories. When they listen and watch stories of people just like them who had a problem and overcame it with your they come to recognise where they are stuck, what they need to do to reach their goals, and how you can help them, and why they should work with you. Best of all – it’s them “selling themselves” on working with you, rather than you trying to convince them that you can help.
Webinars create a social buying experience
The social nature of webinars creates the perfect environment for high ticket sales. Coaching & consulting services tend to be intangible by nature – it’s hard to tell what they are like until you actually buy them. As a result, people rely strongly on social proof when deciding to buy hight ticket coaching or consulting services.
Webinars create a natural social buying experience – much like a live seminar or workshop, where prospective clients can see that there are many people, just like them, who are all have similar goals or challenges, and who are all interested in your product or service. This creates the social proof necessary to help buyers feel comfortable about committing to a high ticket purchase.
Webinars create natural scarcity and urgency
One of the key elements when making an offer to get high ticket sales is having scarcity – there needs to be some reason to buy now, rather than deferring the decision. We’ve all heard the dreaded phrase “Let me think about it” or had clients tell us “I just need to talk to my partner”.
When offering sales on a webinar, you can use the natural constraints to your advantage by making an offer, such as a discount or a bonus for those who buy on the webinar. This feels natural and creates a sense of scarcity and urgency which will dramatically increase your sales conversion rates.
You can create urgency by setting a time-limiter to take action, such as “you will get this bonus if you buy on the webinar”.
You can create scarcity by limiting bonuses or sales to a small number of people, such as “the first 3 people to buy will receive this bonus”.
Both urgency and scarcity create “good sales pressure”, unlike hard-sell tactics taught by many old school sales trainers which create “bad sales pressure” .
Webinars give you freedom to sell from wherever you want – home, office, or on holidays
One of the biggest advantages of webinars is the freedom they give you to market and sell your products and services from wherever you want, whenever you want.
Unlike “real world” sales where you need to meet with clients at their office, your office, or a trade show or live event, a virtual event like a webinar gives you absolute freedom to work from wherever you want – as long as you have a laptop and internet connection.
Your clients love the freedom and convenience of webinars too
Just like you will love webinars for the freedom and convenience they bring you, your clients will too.
Webinars are better for the environment than live events
Everyone one loves live events – the buzz of hearing great speakers, learning new things, and being part of a crowd all play into strong drives in human nature.
One problem with live events like workshops, sales presentations, and conferences, is all the driving, flying and other travel it takes to bring people together.
Webinars solve this problem by making it fast, easy and eco-friendly to gather groups of people for education, entertainment and enrolment. Webinars really are an environmentally friendly solution to your marketing, sales and client education needs.
People love to buy from webinars
You might have heard the expression “people hate to be sold, but they love to buy”. This is one of the reasons that people love to buy from webinars. Not only can they watch, listen and buy at their leisure and convenience, they don’t have to deal with pushy sales people or awkward sales pressure – if they don’t like it, they can easily log off. This reduction in sales pressure can increase sales conversions, especially for high ticket sales.
High Ticket Webinar Sales Funnel
Webinars are one of the best ways to attract clients and make high ticket sales using online marketing.
While webinars are often promoted as a “stand-alone” marketing strategy, to create a successful webinar you really need to carefully plan and implement your sales funnel so that you get large numbers of ideal clients registering and showing up for your webinar.
You also need to craft your webinar to maximise your conversions during the webinar. Finally, you need to be diligent in your followup sales and marketing to maximise your sales conversions after the webinar.
Let’s take a look at a typical Webinar Sales Funnel, such as those we use in my business Influential, or that we build for our clients.
In every sales funnel we have the same basic steps the prospective client needs to go through in order to buy our most valuable products and services.
Those steps are:
- Know – become aware of your offer – know who you are and what you have
- Like – develop interest in your offer – like what they see and want to know more
- Trust – develop trust and understanding of your offer, which makes them feel safe to want it
- Try – develop an urge to try, experience, or learn more about your offer – and take action toward purchase
- Buy – commit down the path of purchasing, and taking the necessary steps toward working with you.
These steps apply to any buying process – whether offline or online. They tend to be more pronounced and discrete in high value, high ticket buying journeys than they are in low ticket offers, where all steps my be completed very quickly.
Let’s look at how these steps look in a High Ticket Webinar Sales Funnel
High Ticket Webinar Sales Funnel
In a High Ticket Webinar Sales Funnel these steps are:
- Know – become aware of your offer through an online promotion such as a facebook ad
- Like – learn more about your offer on the landing page, and click through to discover a related webinar on the thankyou page
- Trust – develop trust and understanding of your offer during the webinar. Social proof, authority, positioning and client success stories all help build trust, credibility and understanding of your offer
- Try – customer success stories and Q&A help webinar attendees “try out” your expertise either directly or vicariously through the power of storytelling
- Buy – clients can purchase live on the webinar, or you can book them in for a phone call, coaching/consulting/discovery session, first appointment or other sales conversation.
How to set up a High Ticket Webinar Sales Funnel in Your Business
By now you can see how simple and effective a webinar sales funnel can be to attract a flood of high end clients who are hungry to work with you. You can also see why they are so popular with celebrity online coaches and consultants, and how they can dramatically increase the sales, revenue and profits in your business.
Let’s examine how to design, build and run a webinar sales funnel in your business.
A note of caution before planning, building and delivering your webinar
When most people think about running a webinar, they rush out to buy some webinar software, and spend days developing a webinar presentation, then launch their webinar only to have a tiny number of people register, an even smaller number of people attend, and get zero sales. At this point, they tend to give up and conclude that “webinars don’t work in my industry”.
In reality, actually putting on the webinar is only about 10% of the total work and planning needed to create a successful webinar that attracts large numbers of attendees and converts them into paying customers.
This is particularly the case when you are selling high ticket products and services, especially professional services like coaching and consulting, which by their nature are intangible and hard to evaluate before buying.
Having the right strategy and approach are therefore essential if you want to make high ticket sales. While it is easy to sell low ticket (eg: $10 – $200) and mid ticket ($100-$1000) products and services online or directly from a webinar, this won’t work well for high end products and services.
The best way to sell high ticket coaching & consulting services is using an online sales funnel to target your ideal clients, attract them to your webinar, engage them in pre-webinar and post webinar marketing, and get the most qualified buyers onto an enrolment call where you assess whether they are a good client and will benefit from your services. Note, that in many cases people buying high ticket services require the personal touch to get them to buy – such as telephone calls, SMS and Facebook chat.
Steps when planning, preparing, presenting and profiting from your webinar
While it’s easy to focus on the webinar presentation itself, having a structured approach to planning, building, and running your webinar sales funnel will help you maximise your registrations, attendees and conversions.
Plan Your Webinar Funnel
Your first step when developing your webinar should be to plan out your entire funnel, step by step, paying close attention to make sure that there is a logical sequence and congruency throughout the funnel. That is to say, that the offer at the start of the funnel matches the offer that you’ll be making at the end of the funnel. It’s often easiest to plan this out with pen and paper, or on butchers paper, a whiteboard, or using post-it notes. Start by structuring out the major steps in the know, like, trust sequence, and then flesh out an overview of all the little steps that need to happen to attract attendees, get them to register, attend and ultimately to buy your product.
Script Your Webinar Presentation
Once you have a clear plan for your the offer on your webinar, you can start to plan out the webinar presentations itself. It’s a good idea to start this either with a pen and paper or with a “big picture” tool such as a mind map or a bulleted word document, or just a bulleted powerpoint/keynote presentation, rather than trying to design each slide in detail. You’ll work on the design for your webinar presentation in the next step. As a guideline though, don’t plan on writing the whole presentation on your slides – instead show a few words on each page, and use it as a visual prompt for your audience. That’s why a mind map (either pen and paper or mind mapping software) is such a useful tool for you to plan your presentation.
Script Your Webinar Marketing
Once you’ve crafted out your webinar presentation, you can start scripting your pre-webinar and post-webinar marketing content.
Before you start designing your sales pages, or setting up webinar software, you should script out your webinar emails, sales copy, and marketing collateral.
Like you did in the planning phase, start by listing out the major touch points in your webinar marketing, and the major points in the webinar presentation.
Remember to make sure you have a consistent message throughout in your ad copy, your landing page, your thankyou page, and on any handouts or downloads you’ll give your audience before, during and after your webinar.
Don’t forget follow up emails and content – you can often double or triple your sales from your webinar through effective followup marketing – including emails, other content, and phone follow up calls.
Design Your Webinar Funnel
Now that you’ve scripted out your webinar presentation and your marketing copy, you can start to design your promotional ads, emails, landing pages, registration pages and thank you pages, as well as any handouts, downloads or other sales and marketing collateral you need. Personally, if I’m marketing to a cold audience via Facebook ads, I like to have a lead magnet that isn’t the webinar (and then up-sell them to the webinar) , so you’ll need to design this as well.
Don’t forget to design your “buy now” button and checkout page if you want a fully branded experience.
The most important factor to consider when designing and building your webinar content and collateral is to ensure you maintain congruency throughout the sales process. If people feel a disconnect when they move through the sales process they are more likely to lose trust and get confused.
Build Your Webinar Funnel
OK, now you’ve planned your webinar funnel, scripted out your presentation, marketing and sales copy, and designed your presentation and any marketing and sales collateral you’ll need. Now it’s time to finally build your webinar funnel. This is where things get technical, and you finally get your hands on the webinar software and other marketing technology you’ll need.
What technology do you need? I like to break it down into 3 main elements.
1. Webinar or Online Meeting Software
Firstly, you’ll need some sort of online presentation software, such as GotoMeeting, WebinarJam, or Zoom. This is the software that will let you broadcast an online audiovisual presentation to 10s, 100s or even 1000s of guests.
2. Website, Landing Page Software
Secondly, you’ll need website or landing page software – otherwise known as a Content Management System (CMS). A lot of people choose a dedicated landing page software, while other people use a CMS. Most webinar software has built in landing pages, registration pages and thankyou pages, but these are often ugly, limited in functionality, or just don’t match your brand. For that reason when we build high ticket sales funnels we custom design the landing pages for maximum conversions and to match your brand.
3. Marketing Software – aka Autoresponder, Email Software, or Customer Relationship Management (CRM)
Thirdly, you’ll need some sort of system to keep track of people who register for your webinar, in order to send them information about how to join the webinar, reminders to attend, and followup emails to increase sales or direct them to a replay or other follow up content, marketing or events.
Again, most webinar systems incorporate some degree of this, but you don’t want to only be using the webinar software to capture and record potential customer’s emails. Why? Because you should be using your CRM to promote your webinar to your existing list of subscribers before the event. In fact, ideally, you will have been warming them up with educational emails and content in advance so that they are interested and excited about attending your webinar.
Then afterward, you’ll want to promote other related content or future webinars – this simply isn’t possible if you are using off-the-shelf webinar software emails.
For more information about the best technology to use for your online webinar, website, landing pages, and marketing software, download my free cheat sheet on Webinar Technology.
Bait Your Webinar Funnel
Once you’ve planned, scripted, designed and built your webinar funnel you will be impatient to get started… but not so fast!
If you want to use webinars to attract new people into your sales funnel, you’ll generally be marketing to a cold audience. This means they are unlikely to register for your webinar unless you have a very strong offer, and you’ll need to use some sort of advertising or promotion to make them aware of your offer, get them interested enough to register and actually show up to your event, and hopefully, to take action to buy your product or book a session with you.
For this reason it’s a good idea to use a lead magnet such as an Ebook, Report, or other immediately consumable gift in your advertising and promotion, and then “upsell” them to the webinar on the thankyou page.
This often works better than directly promoting your webinar because of the “instant gratification factor”. The incentive to click on a webinar ad and register, then remember to attend is low because gratification is delayed (it may be days until the webinar is on), there is a large investment of time (which is usually of higher value to clients than money), and it’s not as clear what they will get from the webinar. PDF reports and other easy-to-consume free gifts therefore make better lead magnets than webinars do.
While you can promote or advertise your webinar directly, using a multi-step sales funnel can help to increase your total number of opt-ins, registrations and attendees. Better yet, it can help to improve your conversion rate because you’ve spent more time building the relationship with your client through a series of interactions, and have added more value by giving them the list and lead magnet.
Once you’ve built your webinar, landing pages and application forms, it’s important to test everything before you go live. There is nothing worse than running a successful webinar but having technical issues prevent you from getting clietns or making sales. Do some practice runs with a friend first, and make sure that all forms etc work correctlly.
When you’ve confirmed that everything is working correctly, you can launch the funnel and start sending invites via email, social media, paid ads and any other channels you have planned.
Feed Your Webinar Funnel
Once you’ve launched your funnel, you need to feed it with high quality traffic – sending lots of potential ideal clients to your funnel to start getting registrations, attendees and sales.
While you can use any source of traffic for your webinars, you need something that let’s you accurately target your ideal clients, and that is easy to use and affordable. Ideally, it’s something visual which is going to make a bigger impact and improve conversions.
While there are a lot of different options for traffic, for most people the easiest way to get started with highly targeted, scalable traffic is using Facebook Ads. Other traffic sources that I’ve had great success with are Linkedin organic traffic, Linkedin ads, SEO, content marketing, twitter and Google adwords.
Choosing the right traffic source depends on where your ideal customers spend there time, and where you can effectively target them.
At first, you just need to use traffic to test your conversion rates for your ads, landing pages, registration pages, showup rates, and sales conversions during and after the webinar.
We keep these considerations in mind when designing, building and executing sales funnels for ourselves and our clients.
Webinars are just one of 3 main types of funnels we use to get our clients started with their online marketing and lead generation to sell high ticket coaching and consulting services.
3 Proven Sales Funnels for High Ticket Coaching & Consulting Services
At Influential, we use 3 distinct sales funnels to accelerate the sales of our clients.
The best 3 funnels to get started selling with selling high ticket coaching, consulting and professional services are:
- The Client Funnel
- The Webinar Funnel
- The Launch Funnel
We use these alone or combined to build a highly efficient, powerful and profitable sales funnel, tailoring the funnel to the individual client, offer, and market.
There are also a couple of other funnel strategies we look at once we’ve already started testing and validating your high ticket sales funnels – these are:
- The Cashflow Funnel
- The Evergreen Funnel
But because these funnels are more advanced and complex, I don’t suggest you start with them.