You can use the same framework for your webinar presentation script regardless of whether it will be pre-recorded or live. There is some psychology behind this framework, to be frank, that is true of all the scripts we use and experiment with.
When your visitors first log into your presentation or watch the presentation, you need to hook them in early and get their undivided attention. The first part of the script is designed to do just that. This is achieved by using the following model:
The Promise – Share the promise you are making and make it a good one that is relevant to your targets. This is what `I refer to as the one thing occupying your target’s mind and got them to sign up in the first place. This will be the one thing that the participants will use to judge the quality of your presentation. You want to make sure you make this clear as you want to control what the participant uses to judge quality. This should not be left to the participant to decide. I am sure you will agree with this point. For example:
” Hello, I’m Chris Batten, and for the next 60 minutes, I will share my top five hacks for creating greater sales in your business. During this time, I will show you the exact actions I took in my own business to go from ____ to ____ in just three years without breaking the bank.”
Hook to end – This will give your participants the motivation to stick around to the very end of the presentation. Free giveaways always seem to be popular. You might also want to promise to do something or show them something that will benefit them. For example, you might consider saying something like this:
“At the end of this session, I will give you an exclusive link that will give you instant access to ______. So do stick around; my promise to you is it will be worth it.”
Command attention – Tell them to put their phone on silent, close Facebook and give you their undivided attention. You might also ask them to have a notepad, tablet or some device ready to take important notes. For example, this part might sound like this:
“I understand that your attention will be challenged by the 101 distractions created by your business. The content I am about to share with you could just change everything for you, so you will not want to miss it because you saw a text come in! All I ask is you commit, stay focused, and you will not regret it, of that I am sure. So please do turn off Facebook, put your phone on silent and have some way of taking notes close to hand.”
Qualify yourself – Let the participants know, or perhaps you will be reminding them, why you are qualified to speak on the subject in question, for example:
“You may be interested to know how I am qualified to talk to you on this; let me share with you my story ____.”
Future pace – Be creative and lead your participants in visualisation exercises so they can picture the results and what life will be like once they have learnt and applied what you are about to share. Here, it pays to be descriptive and use as many senses as possible. For example:
“Imagine what it would be like after learning how to ____. Can you see ______? Would that make things better for you?”
This is the main body of the presentation and ideally would not run for more than 45 minutes, with the sole agenda of delivering on the promise. The idea here is not to teach them everything; that is just not possible, instead focusing on breaking false beliefs surrounding the topic. In brief, you want to teach the what and not the how. So you, therefore, focus on your unique system or framework.
The one thing – The entire presentation should revolve around this big thing you want to share. During this presentation, your subject is the number one thing they need to know to create the outcome they are looking for. Remember the model of Hook, Story, Offer. You can still use this format here and start by sharing the story and why you believe this to be the one big thing. Then you can move to the next part of the content process.
Three Secrets – Once the back story is told, we can now start the process of explaining why this one thing is the right solution for your prospect. The method used is once again a proven model, which had been proven by some of the most successful users of the Sales Funnel mechanism. This model looks at the issues that may hold them back from progressing down this road of buying the solution. This is often related to what is referred to as false beliefs relating to one or more of the following list:
A false belief about the vehicle you are presenting to them – For example, with my own business – ‘It is not possible to offer this for just £9.99, there must be a catch…’
A false belief from within, relating to their own perception of themselves – For example, ‘Nobody can help me as I know my business the best…
A false belief about things outside of their control, external beliefs – For example, ‘Once I start the program, there will probably be hidden costs that will add to the price…’
In this script, as soon as you have explained the one big thing, you will share three secrets designed to break the false beliefs listed above.
Secret 1 – Break the belief – There is no doubt that, in general, support and advice for start-ups, micro, and small business are over-priced. There is also a complete lack of cohesive support across business development disciplines.
Build new belief – The truth is it is possible to create exceptional and sustainable results with unlimited support and advice for just £9.99, and here is how…
Secret 2 – Break the belief – I want you to think about this for a moment, imagine what happens if I take away from you the core offering of your business; what are you left with? If you take website design from the web business, Coaching from the coach, or car sales from the showroom, all that you are left with is how to run an efficient business capable of exceptional and sustainable results.
Build new belief – You know your specialist subject the best, and we know how to develop exceptional results. This is the perfect collaboration that recognises your expertise regarding your business and the added benefits the expertise of others can bring to your results…
Secret 3 – Break the belief – Many programs promise similar, but they fall at the first hurdle, that is because what you see is what you get.
Build new belief – No stings, no catches, no small print, just what we have already promised, unlimited support and advice to help you build exceptional and sustainable results with no hidden costs…
I appreciate these are very simplistic examples with not a great amount of detail; that is because I need you to be creative and use your own imaginations on this part of the script. For each of the secrets, you can use stories to break them and then rebuild them. Tell them the story that gets them thinking about these misplaced beliefs and the alternate views that will change their minds. Help them to gain the same epiphany you have on your journey so far.
The stack & Close
Once you have completed the content section of the presentation, you move on to the stack. This is where you start to present the offer in a way that makes it irresistible to your prospect.
This part of the process is a transition from teaching to selling. In my years of experience selling on and offline, there is no doubt that the hardest transition is from telling to selling. This transition into the close can and does create problems for many. People start to get nervous, and the hesitation shows in their manner, their voice and confidence. I cover this subject in my sales books (Sales Alchemy & Making Rain). Probably the simplest transition looks like this:
“Let me ask you a question” Then ask:
“Is it okay with you if I spend a few minutes reviewing a special offer I created to help you with _____?”
You should feel very confident at this point mainly because you are following through on a moral obligation to show them something, your offer, that will help them achieve their desired results. Then show them how your product or service will help them achieve what is at the forefront of their mind. In other words, your one thing. Once you transition into your sales pitch, you move straight into the stack.
The Stack – I know some people using this model to great success consider the stack model their secret weapon. I didn’t always feel the same way about it myself, but the better I became at using this system, the more I realised that it is a secret weapon for your business! When this works as intended, you could see an increase in sales conversions on your funnels from around 5% to as high as 50%. I should add these are not my figures but those of the industry in general.
The Stack takes the buyer on a journey where each stack element is visited along with its market value and what you are letting it go for (the special offer). But the most important element of the stack is probably the last part, the last slide, which will show the full list of items that are included in the stack along with their full market value and what you are in fact, going to let it go for in this special offer. Because this is the last thing you talk bout, this is the bit of the presentation that will be remembered the most. It is therefore important that you anchor this price on the mind of the prospect and we do this using a similar script to the ‘Star, Story, Solution’ script, which I call the ‘If All’ statement:
If all – Now that you have built up the value of the offer stack, we need to get them to acknowledge that it is worth what it is being offered for. This part of the script might look like this:
“I am not going to charge you the £2,000 that this offer is worth, but I have a question. Let’s say we did change that amount. Would it be worth it?
If all this did was give you the business you had dreamed of owning, would it be worth it?
Away from pain:
If all this did was give you the needed income, would it be worth it?
In the ideal world, you would encourage the prospect to say yes a few times during this process; then, you can reveal the price drop.
Reveal the real price
Now it is time to tell them the real price. I suggest this price is significantly lower than the price you mentioned after the stack. You need to make the script your own, and although you may not use the language in the example, please do bear in mind that it has been proven to work and get some of the best results, so I suggest you use this example as a guide for your version:
“I’m not going to charge you the £2,000 this is worth. I’m not going to charge you the £1,198 that we sell for retail. Because you are here today, I’m going to give you a very special price of just £499.”
From here, you can give them a CTA, which will tell them how they can take advantage of this very special offer. For example, you may tell them to click the link below or call the number, whatever suits the format of your presentation. Of course, there are a plethora of alternate closes you could use at this point. The key is your purpose is to elicit an emotional response, break false beliefs and get people to buy.