sales-webinar

What this skill does

# Webinar-Based Selling

Help the user plan, execute, and optimize webinars as a sales channel — live selling webinars, automated/evergreen funnels, presentation structure, registration optimization, and post-webinar follow-up.

## Step 1 — Gather context


If `references/learnings.md` exists, read it first for accumulated knowledge.

Ask the user:

1. **What type of webinar are you planning?**
   - A) Live selling webinar — presenting to a live audience with a pitch at the end
   - B) Automated/evergreen webinar — pre-recorded, runs on a schedule or on-demand
   - C) Hybrid — live core content replayed as evergreen
   - D) Not sure yet — help me decide

2. **What are you selling?**
   - A) Online course or program
   - B) Coaching or consulting
   - C) SaaS or software
   - D) Physical product
   - E) Service (agency, done-for-you)
   - F) Other — describe it

3. **What's the price point?**
   - A) Under $100 (low ticket)
   - B) $100–$500 (mid ticket)
   - C) $500–$2,000 (high ticket)
   - D) $2,000+ (premium)

4. **Who is your audience?**
   - A) Cold traffic — people who don't know you yet
   - B) Warm audience — email list, social followers, past customers
   - C) Mix of both

5. **What's your current situation?**
   - A) Planning my first webinar
   - B) Have done webinars but want to improve conversion
   - C) Want to convert a live webinar to evergreen
   - D) Troubleshooting a specific problem (low attendance, low conversion, tech issues)

**If the user's request already provides most of this context, skip directly to the relevant step.** Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.

## Step 2 — Strategy and platform reference

**Read `references/platform-guide.md`** for webinar types, presentation frameworks, content structure, timing/scheduling, benchmarks, and platform-specific guidance (Groove, GetResponse, Demio, WebinarJam, Livestorm, Zoom, GoTo, StreamYard, eWebinar).

*You no longer need the platform guide details — focus on the user's specific situation.*

## Step 3 — Actionable guidance

### Registration page optimization

Always include these elements — do not gate this behind clarifying questions:

- **Headline**: Lead with the specific outcome + date/time. "How to [achieve X] in [timeframe]" beats "Join our webinar." Include the date and time in the headline area so it's immediately clear.
- **Bullet points**: 3–4 specific things they'll learn. Make each a mini-promise. Example: "The 3-step system that generated $47K in course sales last month" not "Learn about marketing."
- **Social proof**: Number of past attendees, testimonials, logos. Even "Join 500+ who've already registered" creates momentum.
- **Urgency**: Limited seats (for live), specific date/time, countdown timer to the event.
- **Form fields**: Name and email only. Every additional field drops conversion 5–10%.
- **Above the fold**: Headline, date/time, and registration button must be visible without scrolling.

### Reminder sequence

Send at minimum 4 reminders for live webinars. Here is the specific sequence with email framing:

1. **Immediately after registration** — Confirmation email with calendar link (.ics file). Subject: "You're in! Here's how to join [Webinar Name]." Include an "Add to Calendar" CTA button, the date/time with time zone, and a brief recap of what they'll learn.
2. **24 hours before** — "Tomorrow's the day" email. Reiterate the key benefit, tease what they'll learn. Subject: "Tomorrow: [specific outcome they'll get]." Include a curiosity-building teaser like "I'll be sharing the exact [framework/template/strategy] that..."
3. **1 hour before** — "Starting in 60 minutes" email. Direct join link, mobile-friendly format. Subject: "We start in 60 minutes — here's your link." Keep this short — just the link and a one-line reminder of the topic.
4. **At start time** — "We're live!" email. Join link and brief reminder. Subject: "We're LIVE — join now." This single email can boost attendance 10–15%.

**Optimization tips to boost attendance**:
- **SMS reminders** boost attendance an additional 10–15%. Send at 1 hour before and at start time if you have phone numbers.
- **Facebook group or community reminders**: Post in your group/community 24 hours before and at start time.
- **Pre-webinar engagement**: Send a poll or question 2–3 days before ("What's your biggest challenge with [topic]?"). People who engage before the webinar are 2–3x more likely to attend.

### Presentation slides structure

1. **Title slide** — Webinar title, your name, and a compelling subtitle
2. **Hook** — The big promise or provocative question (first 2 minutes are critical — this is when most drop-off happens)
3. **Credibility** — Brief proof that you can deliver on the promise (results, credentials, story)
4. **Content** — 3 key teaching points or "secrets" that deliver real value
5. **Transition** — Bridge from teaching to offer ("Now, if you want to implement everything I just showed you...")
6. **Offer presentation** — What's included, who it's for, what results to expect
7. **The Stack** — List every component and its value, building a total value number
8. **Price reveal** — Show the total value, then reveal the actual price as a fraction
9. **Bonuses** — Time-limited extras that increase perceived value
10. **Guarantee** — Remove risk (money-back guarantee, specific terms)
11. **Call to action** — Clear next step with the URL repeated multiple times
12. **Q&A** — Answer questions while the offer is still on screen

### Q&A handling

- Save Q&A for after the offer presentation, not before. Answering questions before the pitch lets people leave without hearing the offer.
- Pin the buy link in chat during Q&A.
- Reframe objection-based questions as reasons to buy: "Great question — that's exactly why Module 3 covers..."
- Have a moderator handle tech questions so the presenter stays focused on selling questions.

### Offer presentation

- **Stack the value** — List every component with its individual value. The total stacked value should be 10x the actual price.
- **Price anchor** — Compare to alternatives (private coaching at $500/hr, other programs at $5,000, cost of not solving the problem).
- **Bonuses** — Add 2–3 bonuses available only during the webinar or within a deadline. At least one bonus should be high perceived value (templates, done-for-you assets, a live call).
- **Guarantee** — 30-day money-back guarantee is standard. The stronger the guarantee, the higher the conversion.

### Urgency and scarcity

- **Live webinar**: "This offer is only available for webinar attendees" + deadline (24–72 hours after the webinar)
- **Fast-action bonus**: Extra bonus for those who buy within a time window (during the webinar or within 24 hours)
- **Limited quantity**: Legitimate capacity limits (coaching spots, cohort size)
- **Price increase**: "This price is only available until [date]"
- Do NOT fake scarcity — audiences can tell, and it destroys trust

### Post-webinar follow-up sequence

Always provide this day-by-day sequence proactively. The follow-up is where 40–60% of webinar revenue comes from.

**Day 0 — Immediately after the webinar (within 2 hours)**:
- Replay link + offer recap + bonus for fast action (24–48 hour bonus deadline).
- Subject: "Replay + a special bonus (expires [deadline])."
- Include: replay link, bullet-point recap of the offer, fast-action bonus with specific expiration time.

**Day 1 — Replay reminder + objection #1**:
- Address the top objection: "Is this right for me?" or "Will this work in my situation?"
- Include a testimonial or case study from someone similar to the target audience.
- Subject: "[Name] went from [before] to [after] — here's how."
- Remind them the replay is still available (with deadline).

**Day 2 — Objection #2 + FAQ + replay expiring soon**:
- Address the second-biggest objection: "What if I don't have time?" or "