Ok – you have probably just go through a budget review and, knowing the climate, I am sure some of you had some programs cut. When reviewing what to continue or add in 2009, don’t forget about web seminars [or webinar]. This type of program is exceptionally valuable and inexpensive. It allows you to demo your product for an audience without the expense of travel.

Web seminars allow you to highlight the benefits of your solution in a controlled environment. Seeing how the solution works is more tangible for a prospect but without the commitment for an on-site demo. And here are a few things to keep in mind in order to create a successful web seminar program.

1. Don’t try and show the whole system. I am sure that your solution is the best one out there, but remember that people’s attention spans are short, especially when it comes to web seminars. Keep your demo short and sweet. Show the features/functionality that are in the most demand. Whet their appetite to see more. Remember this is just one step within your sales process. The main goal of the web seminar is to have the prospect request an on-site demo, which is where the real sale will happen.

2. Create a storyline. I am not talking about creating a fictional story. That will drive people crazy. But it is important to ensure that the demo has a logical flow from beginning to end. You need to control the flow by not jumping from screen to screen in a random manner. That will confuse the viewer and indirectly imply that the solution is complicated and hard to navigate.

3. Reduce options shown. Remember you are not there to show everything the system can do. Make sure to reduce the number of fields and options shown. Stay away from the “administrator view,” you will want to demo from the typical end-user view.

4. Do live web seminars. If you are going to do the program, do it right. Do not record a seminar that can be downloaded without any interaction from your company. Web seminars are the best arena to help move a prospect – take advantage of it. Live seminars allow you to directly answer questions and engage with the participants.

5. Focus on industry hot points. You, of course, are an expert in your industry – you know what is going on and what topics are hot. Take your web seminar program and create a series that focuses on these hot topics and show how your solutions address those concerns. This allows you to turn a product demo into an industry educational seminar as well as to turn your company into an industry thought leader.

6. Promote the program. Make sure that you are actively promoting the program. The program cannot be just another page on your site. If it is, it will fail. Inside sales should be pushing it; the seminars should be highly visible on your web site; and marketing materials should be using it as a call to action.

Adding a web seminar program is an inexpensive way to promote your solutions. It also is a natural extension to your sales process. By following the above tips, you can create a highly successful program or strengthen an already existing one.

Best of luck and we wish you a happy holiday season!

Posted: Thursday, December 18th, 2008 | Sales and Marketing, Technology Marketing
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