Be There, From Miles Away: The Webinar As A Sales Tool

Where’s the best place to finish your sales pitch and close a deal?  Well, for a company looking to sell to Tim and I recently, the “best place” was a classroom; an online classroom.

Tim and I were looking at several tools to help us “datamine” the social media for a new client.  We wanted something that would give us a comprehensive look at the clients presence in social media: if and how their company was represented there, what was being said about them, and whether the on-line conversation included talk of a specific area of the clients operation.  Later, we would use that tool to track how our efforts were changing that conversation.

The Internet offers a lot of different ways to begin “datamining” for that kind of information.  And, some of digging tools are free.  But we wanted sophisticated results; and, because of that, were looking at high-end products we’d have to buy or rent.  One of those products was a tool called Radian6.  Tim’s initial research indicated it might be just what we were looking for.  But, we weren’t certain.  At least, we weren’t until we sat down in front of our computers; Tim and I across town from each other, and went on a virtual tour together.  Radian6 hosted a “webinar” for Tim and I to teach us what their product could do, and how we would use it.

A webinar, short for “web based seminar” would allow a representative of the company to talk to us about the product, show us how it would look on our computer, actually allow us to see it in action and answer our questions.  All from the privacy of our own offices.

The day of the webinar arrived and Tim and I were looking forward to the tour.  Tim had no problem logging on to the webinar “host.”  I had a glitch.  It wouldn’t let me in.  A phone call to the company fixed it quick though.  The rep sent me a new link, via email, that worked perfectly.  Once the computers were all logged in, we used our phones to dial into to the audio portion of the presentation.  Phones on “conference” and sitting in front of us, and with Ben, from Radian, controlling what we’d see on our screens, we were ready to begin.

The webinar went like clockwork.  Ben opened Radian6, showed us how it would look, and how we’d use it to begin to find the information we’d need.  Before our eyes, he plugged in our search parameters and search terms, and we sat back while his product began browsing the known cyber-universe for the information we wanted.  Seconds later, the results were in, and Ben showed us how his tool would organize the data for analysis.

The on-screen portion of the presentation was slick.  What’s more, the webinar format allowed Tim and I to ask questions and get immediate answers since the three of us were “conferenced in” via phone.  After about 45 minutes, we’d seen what the tool could do and had our questions answered.  And Radian had made a sale.

Of course, not every product can be sold this way.  But this experience is a superb example of how the interactive internet can help your company make sales and develop clients.  Reaching your prospective customers in their offices, at their convenience, with a representative who can address their questions, is a powerful sales device.  Through the “webinar” all the decision makers can be brought together at once.

Radian6 turned out to be just the tool we need to provide a wealth of information, and real value, to our client.