Webinars -> Go Black Swan Hunting (Swipe My Guide)

We know that the first 100 webinars should be held live to get the most potential for improvement, but beyond the trial closes, and maybe a FAQ, how do you get the most?

About 10 months ago, I was watching Frank Kern's webinar promoting his software that would use AI to create whole courses in minutes, and at the end, he literally sat smiling at the camera for over 60 minutes. He was clearly reading the chat live, because every 2-3 minutes he would break the silence to answer the question.

I finally ditched because I got uncomfortable, but I know FOR A FACT that he doubled or even tripled his sales in that period.

Now, maybe you aren't as devilishly handsome or experienced as Frank , but you CAN take something home from this: ASK questions, don't ANSWER questions.

Your audience doesn't necessarily know their doubts any better than you do, and might not know what questions to ask, so they sit and watch other questions hoping theirs will be answered.

Now, in my webinars, I would prompt and prod for more questions, and it worked super well, but that's because I wasn't familiar with the concept of black swan hunting (Chris Voss).

The concept is to go hunting for the big domino in your audience like a retriever might sniff out a swan.

I put together these 9 objectives that you can AND MUST go through with your audience in a lead Q&A:

Steal and use them!

Calibrated Question Guide:

1. Uncover Hidden Needs

• Question: “What are the most important outcomes you’re looking for that we haven’t discussed yet?”

• Purpose: This question prompts the client to share additional needs or desires that may not have come up earlier, revealing Black Swans.

• Example 1: “What specific features or outcomes would make this solution a complete success for you?”

• Example 2: “What other goals do you have that this solution could potentially help with, even if we haven’t covered them yet?”

2. Explore Decision-Making Processes

• Question: “How does your decision-making process typically work for something like this?”

• Purpose: This opens up the conversation about internal processes and constraints, helping you understand the steps they need to take before closing a deal.

• Example 1: “How does your team usually go about making decisions like this? Is there a formal review process involved?”

• Example 2: “What steps do you normally follow when deciding on a solution like this one?”

3. Surface Unspoken Concerns

• Question: “What concerns do you have about this that we haven’t touched on?”

• Purpose: By asking this, you invite the client to voice any lingering doubts, giving you the chance to address hidden objections before they derail the negotiation.

• Example 1: “What would make you hesitant about moving forward with this proposal?”

• Example 2: “Are there any concerns that we haven’t touched on that are still on your mind?”

4. Understand Past Experiences

• Question: “What experiences have you had with similar solutions that would influence your decision here?”

• Purpose: This helps you identify negative past experiences that could shape their expectations and gives you a chance to position your solution differently.

• Example 1: “What worked and didn’t work with previous solutions you’ve tried? How does that affect your expectations now?”

• Example 2: “Can you share any frustrations you’ve had with similar products or services in the past?”

5. Clarify Priorities

• Question: “What would you say are the top three priorities for your business right now?”

• Purpose: This question shifts the focus from your offer to the client’s bigger picture, helping you frame your solution in terms of their most critical needs.

• Example 1: “What are the top three areas of focus for your business right now, and how do you see this solution fitting in?”

• Example 2: “What’s your most pressing priority at the moment, and how does this offering address that?”

6. Identify Concerns About Timing

• Question: “What’s your timeline for implementing a solution like this?”

• Purpose: This reveals whether timing is a significant concern and gives you an opportunity to adjust your proposal to fit their schedule.

• Example 1: “What kind of timeline do you have in mind for implementing a solution like this?”

• Example 2: “When would you ideally like to have this up and running, considering your current plans?”

7. Dig Deeper Into Budget Constraints

• Question: “How do you typically allocate budget for shortcuts like this?”

• Purpose: Instead of directly asking about budget limits, this question encourages the client to share more about how they handle financial decisions.

• Example 1: “How do you typically allocate resources for shortcuts like this? Is there a specific budget range you’re working within?”

• Example 2: “Can you walk me through how your budget process works for investments like this?”

8. Gain Insight Into Competitors

• Question: “What other solutions are you considering right now?”

• Purpose: This calibrated question lets you learn about competitors and position your offer against what the client is currently evaluating.

• Example 1: “What other solutions have you looked into so far? How do they compare to what we’ve discussed?”

• Example 2: “What’s drawing you toward the other options you’re considering, and how do they stack up against this one?”

9. Explore Motivations for Change

• Question: “Why are you looking for a change now, and how does this solution align with that?”

• Purpose: This question uncovers the underlying motivations driving the client to seek a new solution, helping you emphasize why your offer is the best fit.

• Example 1: “Why is now the right time for you to make a change? What’s motivating this shift?”

•Example 2: “What challenges or opportunities are driving you to consider a new solution at this moment?”

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