“Hi, I’m Kelly from YourLogo. You recently attended our webinar, Attract Business with YourLogo. How did you like the presentation?”
Prospect A: “Well, Kelly, I’m sorry – I only saw a few minutes before our Sales VP called a meeting.”
Prospect B: “Kelly, I kept it on but I wasn’t really paying attention. Sorry.”
Prospect C: “Katie, is it? It was fine, but my connection went down somewhere in the middle.”
Prospect D: “Oh, I logged in but the install needed a password I don’t have. Sorry, uh, Karen…”
I’ll bet you or your sales team have heard every one of these after a webinar. Are they excuses? Probably not. It’s likely they actually happened. Poor Kelly has to call on all the people who joined the webinar to determine whether they were ready to buy something, or were gathering information.
What she’s found is that many of the people who technically ‘attended’ the event weren’t actually interested or able to stay engaged.
So what’s the verdict? Did the webinar fail? Certainly there were some people who registered for the event but aren’t really interested. There are probably even more who never logged in but are still interested in the content. But what we really want are the people who registered, attended, and stayed interested all the way through.
Isn’t there a way to help Kelly know who these folks are?
There are a few ways to break down this answer. One is to use highly specialized technology that allows the presenter to track interest while viewers click around their desktop during the presentation. If they read their email or go browse Mashable, they get docked a few points. You won’t be calling them first.
The other way is to track and improve engagement by following these Three Principles of Presentation:
The three principles help presenters adhere to techniques that will keep people interested. These are ideas you should use no matter what kind of presentation you do, whether you are giving a live presentation in front of an audience, an on-demand ‘flipped’ webinar that is pre-recorded, or creating material for online training courses. It breaks down to these three conversational principles:
Ask. Listen. Engage.
Ask means knowing what your audience expects from you. Throughout the webinar, you should use polls and surveys to find out more about them. This keeps people listening, and they’ll know you want their participation. It will also tell you later who was involved and who wasn’t.
You might ask viewers how important your topic is to them, how highly technical they are, how much experience they have, or what regions they hail from.
Listen means you have heard your audience, and you modify your presentation and style based on what they tell you.
For instance, if you don’t know the technical understanding of a group, you could try to appeal to the lowest common denominator, reducing the technical discussion to a minimum. Or you could use your poll answers to raise the discussion to their level. This might mean you include a technical slide that you keep in reserve, or bring in a content expert from the office.
Engage means you let the audience determine the outcome of the presentation. Do they want the materials? Do they want a recording? Do they want a demo? Do they want to recommend your company to colleagues? Do they want to speak to one of your sales executives now?
This is different from feedback about the webinar itself, which you will certainly ask. This is about the next steps. These good people gave you an hour of their time, and are invested now. They will remember your company. Make sure they know it is up to them to steer the relationship, and make sure they have all the options to do so.
Using these techniques, you’ll not only make your presentation and your brand more appealing, you’ll collect valuable data about each viewer that you can use to call back.
Now Kelly can get started reaching out to the people who really want your help.
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