Lee Salz runs an interesting blog called Business Expert Webinars, which focuses on the business of selling webinars. Yes, you read that correctly, places at webinars can be sold – they don’t have to be freebies. In The Unique Buying Process in For-Fee Webinars, Lee describes how differently the buying process works when you’re offering free and paid-for events:
- When the webinar’s for free, the majority of attendees register a month in advance, probably on the basis of the first promotion. However, as Lee explains, “only 25 – 35% will show up to the free webinar since they did not make a commitment to attend.”
- With a paid-for event, the process is the exact opposite. The prospect makes a note of when the webinar is to be held, then waits right until the last moment to see whether they will be free to attend. Once they’ve made the payment, they’ll definitely turn up.
There’s no reason why someone shouldn’t pay for a place at a webinar, as long as the topic is sufficiently interesting and there is no hidden agenda, usually promotional. After all, they pay big bucks to see the same speakers at face-to-face events.