Self-Confidence: The Secret to Selling on Webinars (& 5 Steps to Get More of It)
Tell me if this sounds familiar: you are rocking your webinar, are about to break into your final pitch and your heart starts racing, your palms get sweaty, and you word vomit something that sounds nothing like the script you had prepared for this moment.
This isn't an Eminem song, it's your sales pitch and it seems to have gone ... awry.
The source of this mess is fear. It rears its ugly head at all the wrong times, but the good news is, there's a way to beat it. Understanding and coming to grips with your fears while understanding and assigning the right value to your products can help you turn your fear into a healthy dose of self-confidence.
Before you kick off your next webinar, review these five points to shift your mindset from one of fear to one of confidence and positivity.
1. Acknowledge Your Fears
When we come up against fear, our first instinct is to try to stuff it down, ignore it, mask it and for God's sake HIDE IT. Don't let 'em see you sweat, right? But our energy and our mindset will tell the true tale of how we're feeling, every time.
When you stuff down your fear you subconsciously become anxious and that anxiety is visible to your audience through your energy, your voice, facial cues, and through your overall performance. But when we acknowledge our fears, give ourselves time to process them, we lessen their power over us. This is scientifically proven, in fact Leon Hoffman, co-director of the Pacella Research Center at the New York Psychoanalytic Society & Institute in Manhattan says that we're actually stronger if we can acknowledge our fears. Think about it — when you avoid something because you're afraid of it, it becomes the monster in the dark closet. But when you pull it out and turn the lights on, it's actually just a teddy bear that looked like a monster in the shadows.
Before you sell on your next webinar, identify and name your fears. If you're afraid that you'll mess up and won't sell anything, ask yourself what would be the end result if that actually happened. I'm guessing that you'd take away some good lessons on how to alter your next webinar, and you'd get in some good practice time but you wouldn't quit your business altogether.
2. Know Your Customer
Knowing your customer is one of the most important parts of marketing, but it's also super important for us to overcome our fear of selling. Because when you know someone inside and out, you can speak about them, their problems, and connect with them confidently. This brings me to ...
3. Know our Customer's Problems
More than just knowing what your ideal customer likes to eat for dinner or how they handle their finances, you should know what your customers' biggest problems are and how they FEEL about these problems. Does your ideal customer need a 12-week workout and meal plan customized for them because they feel overwhelmed at the thought of figuring out what workouts to do on which day? Do they feel like total losers in the kitchen and tend to burn toast (hello, my name is Kristy and I burn toast) so a easy meal plan would give them more confidence?
When you can break down your customer's problems and know how they feel about these problems, you can start to get an idea of your product's true value.
4. Know Your Product's True Value
Spoiler alert: your product's true value isn't in the features (meal plans, workouts) — it's in how your product will transform your customer's lives and make it EASY to do so. Creating an emotional connection with your customers by telling them not only how your product will give them the tools to change their lives but how their lives will ultimately be changed is how you sell with confidence.
This is also science: study after study shows that our "reptilian brains" (a.k.a. the oldest part of our brains) still rule when it comes to decision making. So while you're trying to wow someone with how many modules your course has or hours of face time, your customer really wants to be connected with on an emotional level to buy. How they'll feel after they've bought your product, and how they feel buying it from YOU.
5. Know Your True Value
Selling isn't slimy — it can actually help to change the world. I legitimately feel this way. For me, my customers DESERVE to make the changes in their lives that I'm helping them to make. I'm simply presenting the options to them and asking them to make the change with me. As someone who is selling a product, you are making transformation happen. This isn't anything to feel embarrassed or shameful about.
As long as you know your product is effective and you're coming from a place of service, you can feel good about selling. This is exactly what I teach in my Selling Fearlessly workshops.
Over to You
What are some of your fears around selling and how have you tried to overcome them in the past?