Webinars are increasingly becoming the choicest tool for companies for selling or marketing their solutions. But in many cases the webinars fail to augment sales. The reason is that these webinars are often used as educational tool rather than as a way of closing leads. Informational webinars do little in terms of accelerating the sales cycle. For example, informational webinar can be leveraged by a company in its start-up phase trying to launch a product, as a tool for getting the word out to interested attendees. Also the feedback can be used by the company’s marketing or technology team to improve the product or messaging.
It can be also used by companies to talk about specific issues, concerns, etc related to the target industry and can be addressed to whosoever is interested in the discussion, much in contrast to the sales webinar where the prospect company has already been qualified and the attendees have been identified. Now we can see that informational webinar differs quite radically in its purpose from a sale pitch webinar the primary function of which is to close sales. The prospects’ interests and concerns as far as you your solutions are concerned are known and you prepare the webinar to address those concerns.
However the greatest blunder that a company commits in designing a sales driven webinar is to make it so infomercial that it defeats the purpose of a sales tool, which is to provide your target audience with relevant material to help them quickly arrive at a decision. In fact sometimes the content of the presentation is so much focused on the offering that it runs the risk of turning the audience off.
Therefore it is important to get the right mix of informational and marketing aspects to achieve the goal of sales webinar. Just as a sales driven webinar turn insipid with overdose of information, thereby losing the interest of the audience, an informational webinar with covert sales pitch can ruin your chances of generating quality leads.
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