Wanna make good money on client work?
Webinars are a smart way to do it.
They’re high-value. Meaning, they have a lot of moving pieces, and clients often need someone who understands how those pieces fit together. And they’re willing to pay more for that skill.
Plus, they’re high-probability. Put together a decent webinar campaign (such as what I will be teaching next week in Webinars That Sell) and you’re likely to create a campaign that beats expectations for the client.
Not only that, the campaign structure is really conducive to creating a runaway winner — a campaign that generates a ton of leads, customers, sales, and profits, FAST. Since a good webinar campaign includes a special offer with a deadline, there’s built-in urgency that increases sales.
That’s why it’s very reasonable to expect at least $10,000 in fees to do a webinar campaign for clients — with that running up to $20k, $30k, or more.
And with royalties, you could very easily double any fees. (The bigger, more valuable clients with bigger, more valuable lists are the ones who’d pay more and who’d likely generate more in sales and royalties, too.)
The question is: How do you get these webinar clients?
It’s pretty straightforward. Even simple.
There’s a general rule in selling that if someone is already buying products in a niche, they’ll keep buying products in that niche. So if someone buys a business book, they’ll likely buy 10 more. If they buy an exercise program, it’s likely the first of many. Many dieters have bought nearly every diet that’s hit the market.
And clients function the same way. If you want to write sales letters, find clients who are putting out sales letters. If you want to write email autoresponders, find the clients doing those. And if you want to do webinars, a straightforward way to make that happen is to approach a bunch of potential clients who are already doing webinars.
There’s a couple ways to do this.
The first is to simply be on a bunch of email lists, especially within a niche. And keep track of who is doing webinars, and how often. Then approach the marketers doing them regularly, to start the conversation.
The second allows you to get started faster (although you should probably still do the first, if you plan to work with many clients). Simply approach the marketers in your niche, and ask them, something along the lines of, “I was wondering if you do any selling webinars?”
Now from here, there’s a couple approaches you can take.
The first is to ask the following series of questions over email or whatever other messaging platform (e.g. LinkedIn) you’re using to reach out. Try to make it as conversational as possible.
The second is to say, “Great! I have a couple questions, and I may be able to help you with your webinar campaigns. Can we schedule a quick 15-minute phone call because it’s way more efficient than text? [LINK TO CALL SCHEDULER]”
(Side note: I use and recommend Book Like A Boss though there are a few good options.)
Here’s the questions you need to ask a potential webinar client, and why…
Do you have any upcoming webinars?
Here you get a sense of how frequent and how soon their webinars are. Some will do them infrequently or without much planning, others will do them every couple weeks. Might as well ask this up front.
How have they worked for you in the past?
Here you want to get a sense of how successful they’ve been with webinars. Low results aren’t the end of the world — maybe you’ll give them ways to do much better, with easy fixes. Or you’ll find that they’re doing really well with webinars, in which case you have momentum in your favor (and may be able to get paid well while also learning).
If I can ask, what’s your biggest challenge with your webinars?
The “if I can ask” bit is important. Because you’re about to ask them to reveal something negative. Give them a chance to back out, and they’re actually more likely to answer. The biggest challenge is a question that could make clear your opportunity. Maybe they say they can’t stand all the work around doing them, and would like help.
Do you see any opportunities to do any better?
This is another pain point question, but more broad than asking their biggest challenge. Here again they could ask for help, at least in a veiled and indirect way. They will tell you what they’re missing, which could be a way in if it’s a fit for what you can do.
What do your campaigns look like? To get people on? To convert people after?
This is a question designed to bring out their inadequacies, as well as to bring out talking points. At this point, you can compare notes, versus, for example, my Campaign Map in Webinars That Sell. You may see that they’re already doing a complete campaign. Or that they could be doing a lot more.
Who writes all your copy for the webinar?
Here, assuming you’re offering to at least help with copy, you’re opening up the potential for the conversation to swing toward y our offer. But you’re being indirect enough that they won’t automatically shut you down. Maybe they write all the copy, and you could ask if that’s how they like it. Or maybe they have a copywriter already, in which case you can ask if they do every project (or if they need any help).
Have you ever worked with freelancers?
Here we ask directly, if they didn’t already say they work with freelancers (and assuming you’re trying to do freelance work). This gives you an opportunity to hear about their experience working with outsiders.
Is there a chance you’d like some help on your next webinar campaign?
You’ll notice I use indirect language, while also being direct. This is subtle, but powerful. Because it drops resistance in the conversation. But this is enough of a leading question that if there’s a chance, you’ll be able to talk details from here.
From here, make an offer…
You have to know your terms. What’s your fee? What’s your royalty? What work is covered? What’s not? Understand that, and present it clearly and confidently.
If they’re with you at this point, they’re likely at least somewhat interested in what you have for them.
There is a chance that during the previous questions, they raised some objections. You will be best off if you’re able to recognize those, and explain why you’re different.
You won’t close every prospect with this conversation.
However, this is based in the principles of consultative selling. And it’s built to walk you down the garden path toward simple agreeing on deal details.
And if you truly know how to do all the work of creating an effective webinar campaign to generate business results, you’ll be able to fulfill on this as well.
You’re almost out of time to join us for Webinars That Sell…
In my webinar Monday (replay here for about 24 more hours) I announced that I’ll be teaching my next training on Webinars That Sell LIVE next week.
The webinars are Monday, Wednesday, and Friday, each at 12 Noon, US Central time.
(You’ll also get lifetime access to the recordings, after the live training.)
Plus, until tomorrow night at MIDNIGHT US Central time, I’m taking a full $200 off the retail price.
This is special pre-order launch pricing.
This deadline is fast approaching.
If you’re not yet signed up for the full Webinars That Sell, do it today, or it will be like throwing that $200 discount down the drain.
Oh, and — especially relevant to today’s article — one of the three bonuses I’ll release with the program is made for copywriters, consultants, and other client businesses. All about getting and working with clients for webinar projects. While most of the course is equally applicable, whether it’s your business or clients, this whole bonus is geared toward you if you follow the process above and start getting webinar work with clients.
Yours for bigger breakthroughs,