Webinar Tips for Creating B2B Sales Demos that Convert
Despite all the talk about proactive and engaging B2B onboarding and retention processes, most professionals still struggle with implementing an effective strategy that meets these goals.
Generating a top-notch sales demo demands much more than slapping together an hour-long pitch; this will merely feel like a soul-sucking endeavor for most attendees.
Sales and product demos require an intimate understanding of your prospective buyer’s sticking points and needs while tying your product’s features directly to their challenges and overall job.
Your sales demo is much more than a way to talk a crowd into buying in to your company’s offerings. It’s what helps differentiate you from the competitors in your space.
If you create a compelling demo, even if you don’t stack up to all your prospect’s desires, you’re still likely to close deals. For this to happen, you need to convince attendees that they are entering into a human-to-human partnership.
To help you craft a product presentation that converts, we have identified some of the best practices for effectively creating webinars that engage, scale, and sell.
Tip #1: Increase Your Awareness
Unless your brand already has an established name for itself, you will first need to build awareness around your company by gaining the attention of prospective customers.
Webinars are a fantastic modality for getting this conversation started. In fact, webinars are one of the most powerful methods for lead generation efforts.
Even better, webinar software platforms like ClickMeeting provide users with advantageous marketing solutions to help reach prospective clients.
With this type of tool, businesses can leverage custom landing pages and registration forms, professionally branded invitations, and a built-in CMS.
For your first webinar, you’ll likely want to keep things informational with a topic like “The Top 5 SaaS Growth Hacks for 2018” or something similar.
For this webinar, refrain from pitching; its all about the audience and gaining their trust.
It is also wise to get familiar with this crowd through utilizing polls, surveys, and Q&A sessions to gain a window into their industries, roles, pain points, and more.
It is also advisable to utilize ClickMeeting’s social sharing capacities as this will enable you to reach a far broader audience.
This is a crucial component in the awareness stage.
By this time, you’ve earned the attention, interest, and trust of many prospective clients.
Now it’s time to enter potential customers into an informational drip campaign to get their wheels turning about your offerings.
Consider employing a content creation platform like Intellyo.
This tool enhances the quality of informational blogs that you serve to prospects in the consideration phase through machine learning and data-driven analytics.
By priming them with informative content, you have just greased the wheels for entering your prospects into a sales demo webinar.
Now it’s time to take a sales stance and begin marketing a webinar around your product, its use cases, value, and solutions it can provide to your prospective audience.
Tip #2: Structure Your Webinar Optimally
The organization of your webinar’s content drastically alters its performance. If you merely launch into an hour-long hard pitch, you’re going to lose most of your audience. Your presentation needs breathing room so that your attendees don’t get overwhelmed.
This is part of what makes ClickMeeting’s performance rating and attendee statistics so vital in honing your webinar process and formatting. Without feedback from your audience, you simply cannot improve on your pitch.
That said, break up your content into several main points.
Take the time to connect each point with potential situations your viewers might find themselves in (based on the information you gathered earlier).
Break somewhat often for any potential questions that may arise (more on this later).
One of the best ways to structure your sales demo is to:
Front-load the heavy content:
- You need to demonstrate the best that your webinar has to offer right out of the gate. This way, you are sure not to lose prospects who get tired of waiting around.
Sprinkle in small pitches:
- Your pitch timing is important; if it’s too early, you turn people off. If it’s too late, some viewers are already gone. To avoid this conundrum, identify several points in your presentation where you can slip in mentions of the benefits that attendees will get by becoming customers.
Present valuable offer at the end:
- Now that your audience has been well-primed with info and sneak peaks of customer advantages, make an offer so generous and valuable that viewers will have a hard time saying no. Be direct with your call-to-action and add in a layer of exclusivity or urgency by making the offer limited time.
While this gives you a solid structure to operate within, there is one very important thing to remember throughout the webinar. . .
Tip #3: Invest Time in Interactions
The key to getting viewers to stick around until the big offer at the end of the event is to keep them engaged with content throughout the webinar.
The format of giving the webinar spiel and saving time at the end for Q&A is a big mistake as many won’t hang around that long. Instead, encourage participation and interaction as you go by asking the audience questions at various points to keep them engaged.
This formula tends to make webinars a bit long and a little more challenging to keep on the rails.
But you are far more likely to retain a higher number of viewers for longer, increasing your conversion rates.
This is exactly why ClickMeeting has baked powerful engagement tools right into the platform.
Users can deploy interactive chat rooms (that include translation features for international viewers). And initiate audience polls and surveys, and screen-sharing options.
These tools allow presenters to bring audience members into the webinar experience even more when asking questions.
While the webinar is taking place, engage social media users who aren’t in attendance with a comprehensive social media monitoring tool like HootSuite. This will enable you to form and follow conversations happening around the webinar in order to increase awareness and interest.
But even when the webinar is over, you’re not done engaging prospects.
#4: Never Forget to Follow Up
The post-webinar follow-up is one of the most crucial steps of the entire process.
Given the nature of your specific webinar (product demo), reaching out to attendees to schedule a personalized demonstration or with a specific offer is likely to be just what you need to close the deal.
Additionally, you need to reach out to prospects that signed up to attend but didn’t make it.
There is still a strong chance that these folks are interested but couldn’t make their commitment to your webinar.
Send these individuals an email containing a recorded version of your webinar. This is another reason to employ a feature-rich platform.
And share other resources or opportunities to connect with your brand.
A few days later, follow up with a similar limited time offer for a free personalized demo or special offer.
ClickMeeting facilitates the maximization of sales through integrated post-webinar outreach tools that are proven to convert.
It is wise to enhance your follow-up communications with tools like MailChimp that provide stunning, responsive templates that are sure to catch your prospect’s attention.
Creating sales demos that convert isn’t rocket science. All it takes is a bit of research and familiarity with your audience. Use the correct content structure, continual engagement throughout the process, and a couple follow-up emails to make magic happen. Use these Webinar Tips for Creating B2B Sales Demos that Convert