The pandemic is not the time to slow down. It is the time to speed up and to use webinars to boost your sales, according to Miliana Marten.
Speaking at Million Dollar Round Table’s Virtual Conference this month, Marten told attendees that the pandemic has changed the way insurance advisers approach prospects and present their ideas and one of the effective ways to do so is using webinars.
Marten, who is the CEO and founder of Miliana & David Academy and is recognised as an international speaker in the life insurance industry, says that 90 percent of her clients during the pandemic are the result of her monthly webinars.
She says there are several reasons why advisers need to use webinars:
- They build authority. People will look at you as an insurance expert
- They are low cost
- They become your digital product
- They drive traffic to your site
- They boost your sales
- They lead you to be invited as a speaker in other communities
During her address Marten demonstrates how following three simple steps can make your webinar successful: create, promote and convert
- Create the webinars
She says that good webinars can be a little like independent movies — they leave you feeling wonderful, inspired and ready to take on the world. She advises that a webinar should be no more than 60 minutes.
“Find interesting topics and enhance your topics by inviting other experts to your webinars. Collaborate with your clients who have expertise to talk at your webinars, such as doctors, business owners, etc. When you add value to others, people will be interested in coming to your webinars.”
She says that usually, after 30 minutes on a topic from guest speakers, she then explains the sales concept for 10 minutes.
She also espouses having adequate equipment to support your webinar, such as a good internet connection, green screen, headset and ring light to present yourself well. She says people will be impressed if you can give them excellent picture and video quality.
She also includes a client’s claim testimonial in her webinars such as a client whose stroke claim she handled during the pandemic. But she says rehearsal is a must to ensure that everything goes well.
- Promote the webinars
Marten says the challenging part is to bring people to your webinars. “Promote your webinars 10 to 21 days before[hand] through group chats, social media… and also email marketing to your database…”
She advises finding your centres of influence and asking them to help you promote your webinars along with creating a video teaser to attract more people to join.
You can also collaborate with speakers to “bring their tribe too”. When she invited a medical doctor from a local hospital she asked the hospital to put the event flyer on their social media.
However, she says, advisers need to realise that attendees are usually only 50 to 70 percent of registrants. “Either they can attend your webinar or not. You can use this webinar invitation as a door opener to having one-on-one meetings with your prospects.”
- Convert the webinars into sales
Marten says advisers should provide an e-feedback form for attendees to fill in and offer several things as giveaways, such as a door prize or free e-book.
“You can put several questions in your e-feedback form, such as: What is your opinion on our webinars? Are you willing to be invited again to upcoming webinars? and the last question is very important.”
However she adds that advisers shouldn’t ask yes or no questions such as: Do you want to know more about critical illness insurance?
She prefers a “yes and yes” question format, such as asking: What is the most concerning thing for you in this pandemic? The reply may be about having the emergency cash for health issues or the stability of income.
“Whatever their answers, you can have the chance to follow up with the participants and ask for a one-on-one appointment to further discuss their concerns.” She says webinars are the door opener to engage with your prospects.
