For consultants, speakers and trainers who are used to delivering training programs that last a day or more, converting their content to a webinar format can be challenging. Webinars typically last one to two hours, which means that their programs must be broken into smaller chunks.
For some trainers and topics, it is easy to extract information to deliver in a standalone format. However, for others, the shorter format presents a challenge because the rest of the material is essential for participants’ success.
One approach to get around this challenge is to deliver your training via a series of webinars. Each event would last only an hour or so, but the entire series would deliver the full depth of your live training program.
If you take this approach to delivering webinars, the question you must consider is whether to require participation in the full series or whether you’ll allow participants to select which modules they would like to attend. There are pros and cons to each approach. If you require participation in the full series, consider the following factors.
The scheduling may not work for some participants. For most prospects, clearing their schedule for an hour to attend a single webinar is very workable. Clearing their schedule once a week for six weeks may be more challenging. If you opt for a series, be sure to allow registrants prompt access to webinar recordings, so they can make up any classes they miss.
The price may be too high. When compared to seminar tuition, the fees for most webinars are higher on a dollar-per-hour basis. The registration fee for a full-day seminar might cost a participant $295, but webinars delivering the same training might cost $95 or $195 per hour. The difference is that webinars are priced per connection, because many participants allow co-workers to watch the presentation.
To address this objection, play up the benefits of attending webinars – specifically that registrants can invite colleagues to participate for no additional charge and that they will be saving money that would normally be spent on travel and lodging if they attended a live event.
You may limit your sales. If you promote your series as starting on a specific date, be prepared for some prospects to inquire about joining in after the series starts. How will you handle these requests? If you close the doors once the series starts, you may miss out on revenue, especially if prospects are too impatient to wait until the next time you offer the series. Instead, consider giving late-comers access to the replays of webinars they have missed is an option.
Packaging your training as a webinar series is an excellent way to leverage your customers’ desire for virtual training. Use these tips to counteract your prospects’ potential objections, so you can maximize registrations and revenue.
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