Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, and designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing webinars.
Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business.
- Why simplicity is best
- How too many details can actually hurt your conversions
- Why webinars are one of the best ways to rapid test your offers
- The “trifecta” of a webinar
- How to avoid triggering objections in your audience
- The non-sexiest acronym for a sales method (but very effective!)
- Examples of “how to hook” in webinars
- Joel’s #1 rule in sales
- Why you should only talk about results
- Thumbs up or down: How to test your webinar offers
“What got you to this point and what do you do?”
The rundown on Joel’s background.
- Why he decided to specialize in webinars
- 2008 graduated college as mechanical engineer
- Got into sales engineering
- Went from zero to 2 million dollars in sales per year in 4 years
- Majority of growth happened within last 1.5 years-2 years
How it all began.
- Company gave canned sales presentations to engineers aka “Boring technical presentations”
- Studied and implemented own sales style into presentations
- Saw immediate impact on sales
- Sales and commission began “exploding”
- Quit and ventured into online business.
- Joined masterminds and created engineering career development course
- Taught people how to do interviews – naturally attracted unemployed audience, making it difficult to profit.
- Spent 5 figures on venture and ran out of money
“Pick the segment of your audience that is willing and that is able. You’ve gotta find the people with the money”. – Adam
- Joel’s revised sales presentation increased sales by 1400%
Capping limitations on a webinar
“You could sell anything at any price on a webinar within reason. I believe you can sell $25,000 offers from a webinar.” – Joel
- A webinar is just a conversion mechanism
- Give a good warm-up sequence
- Your limitation on price point has to be associated with how warm they are before they get on the webinar
The phases and outline of a webinar: Tips to implement into your business
- Strictly cold traffic: simplicity works
- Send “about me” video (no more than 2-3 min long)
- Send follow-up emails
- After the webinar: “litter” with testimonials. They are the most impactful at getting sales after the webinar.
How do you convert audiences on the webinar? The Webinar process and the almighty conversion.
3 sections to a webinar: introduction, content, and sales pitch
ARE Webinar Sales Method: establish authority, attraction, and awareness of a common problem that you’re there to solve.
“You have to tell them that life is awesome here because ultimately what we’re trying to get them is some sort of transformation.” – Joel
- Acknowledge the gap and make it as big a possible: where they’re at is the beginning and where you are is at the top.
A: authority, awareness, attraction
R: relationship and rapport building
content – an existing belief they have about the topic and how you crush the belief
E: exchange – pre-frame hook at the beginning of the webinar.
- Go through top level overview of the result they’re going to get when they go through with the offer
- Address the biggest objections and why the reasoning won’t work for them
- Tell stories: use testimonials or stories that resonate with their position
Joel’s #1 rule in sales and the launch of Convert Pro.
- Only talk about the results.
- Launching a membership program called “Convert Pro” that helps people craft presentations in 45 minutes or less.
Joel’s key takeaway point:
“If people don’t believe you and your offer isn’t compelling, you’ll never monetize your list.” – Joel
How to contact Joel
Mentioned in this episode:
- Ted Talk: “The Secret Structure of Great Talks” – Nancy Duarte